Relatable Celebrates 10 Years With New Games & Licensed Products at Toy Fair 2026

NEW YORK – February 14, 2026 – Relatable, the entertainment company known for its meme-based games and licensed merchandise, is celebrating its 10th anniversary with a significant presence at the New York Toy Fair, running from February 14 to February 17 at the Javits Center. The company, which has expanded from its origins in social media-driven games to include plush toys, wellness products, and a growing portfolio of licensed collaborations, is using the fair to showcase its latest offerings and mark a decade of growth.

Relatable’s expanded footprint at the Toy Fair, located at Booth #2613, reflects its evolution into a diversified entertainment brand targeting Gen Z, millennials, and their families. The company has also received a second nomination for a Toy of the Year (TOTY) Award, this time for its game Cows in Space, signaling continued recognition within the industry.

“As we celebrate our 10-year anniversary and our Toy of the Year finalist recognition for our popular Cows in Space game, we are also thrilled to debut our newest games, plush, licensed collections and more at this year’s toy fair,” said Karen Branson, Chief Revenue Officer at Relatable. The company’s strategy centers on identifying and capitalizing on social trends, translating them into tangible products that resonate with a broad demographic, from younger children to adults – a segment the company terms “kiddults.”

Expanding into Adult Games

Relatable is actively expanding its offerings for the adult market. A key launch at the Toy Fair is What Do You Meme? presents Here For The Comments, a party game designed to capture the often-chaotic and humorous nature of online comment sections. The game utilizes meme-based cards and viral-style text, aiming to appeal to those familiar with internet culture. Another adult-focused game, Signs From The Universe, draws inspiration from tarot cards, offering personality-based questions and a visually engaging experience with a color-changing orb. The company is also releasing Are We Compatible?, a relationship game inspired by viral compatibility tests, designed to encourage connection and conversation between partners.

Leveraging Licensed Partnerships

A significant driver of Relatable’s growth is its strategy of securing licensing agreements with well-known brands. The company’s Happy Helpers line, which began with the viral Menstruation Crustacean® Lobster, has expanded to include SpongeBob SquarePants, transforming popular characters into microwavable heating pads. This expansion demonstrates Relatable’s ability to blend pop culture with functional products. The Cozy Concepts Co.® line is also adding Diet Coke to its licensed blanket offerings, building on existing popular designs like Burrito, Waffle, Ramen, and Pizza.

Relatable is also collaborating with entities outside of traditional consumer brands. A partnership with the true-crime podcast Morbid will result in Hunt A Killer x Morbid: The Salem Slicer, an immersive mystery game set around a 1980s serial killer case. Hunt A Killer is also launching Blood and Ink, a game featuring a temporary tattoo designed by celebrity artist Bang Bang.

Family-Focused Entertainment

While expanding into adult markets, Relatable continues to focus on family-friendly entertainment. Cats & Robbers, a fast-paced game where players take on the roles of mice attempting to steal cheese while avoiding a blindfolded cat, is being positioned as a potential breakout hit. This follows the 2025 TOTY nomination for the company’s Cows in Space game.

Plush and Collectibles: Tapping into Emotional Connection

Relatable’s Emotional Support Pals® line is gaining traction, and the company is adding Emotional Support Cheez-It plush to the collection, alongside new styles like Sushi and Bread. The WabiSabi™ line, a series of blind box collectible plush keychains, is also expanding with new themes like Puppy Party. The Lil Cheers line, featuring crocheted plushies with positive affirmations, continues to grow in popularity, offering a feel-good element to the company’s product range.

Drinking Games and Relationship Building

Relatable is also venturing into the drinking game market with Let’s Get Deep presents Love Laugh Drink, a game designed for couples that combines relationship-building prompts with a social drinking element. The game is positioned as an at-home date night experience.

A Decade of Growth and Innovation

Founded in 2016 by Elie Ballas, Ben Kaplan, and Elliot Tebele, Relatable has rapidly grown from its initial success with What Do You Meme? to a broader entertainment company. The company’s ability to identify and capitalize on social trends, combined with its strategic licensing partnerships and diverse product portfolio, positions it for continued growth. Relatable’s products are currently available at major retailers including Walmart, Target, and Amazon.