PMI Kids' World brands in demand

This month’s cover star, PMI Kids’ World, has entered 2025 with a raft of standout collectible ranges and a strategy that should see the company reach even greater heights in the coming months. CEO Omer Dekel tells Toy World’s Rachael Simpson-Jones why diversification is key to PMI’s ongoing success and why relationships with licensors are akin to marriages.

This time a year ago, the confetti was just settling following Omer’s promotion to CEO of PMI Kids’ World. I mean this literally. Those of you who gathered at Spielwarenmesse 2024 know that his official acceptance of the position, presented to him by his father, Boaz, was a lively affair involving the handing over of a ceremonial ship’s wheel, an over-enthusiastic confetti cannon, and a huge crowd of well-wishers that gathered to bear witness to the special moment. Since then, Omer and his team have been hard at work, continuing to build on Boaz’s legacy by forging new partnerships, strengthening existing licensing agreements and developing a raft of new products which continue to enjoy soaring consumer demand.

All this means that, despite the challenges 2024 threw at it, PMI enjoyed a ‘remarkable’ year of growth - double digit growth – as it stayed ahead of emerging trends and sought out fresh ways to satisfy the needs of collectors. The company saw particular success with gaming-licensed ranges; its Stumble Guys collectibles, which launched in spring, lead the charge, only slightly ahead of Brawl Stars, Sonic and Minecraft. The performance of these ranges has placed PMI in a very strong position coming into 2025, with this year’s new ranges offering even more to play for.

“It’s been a beautiful team effort since I became CEO, and I’m proud to say my first year in the post has been a strong one,” enthuses Omer via video link. “In 2024, we were nominated for the Toy Association’s Toy of the Year Awards for the first time ever, with our Stumble Guys action figures, pulled off an incredible tie-up between Stumble Guys and Barbie and launched numerous new ranges including one of our own-IPs. I always try to enjoy the process; I show up every day with a smile on my face, because I love what I do and I’m proud to do it. I work 24/7; I’m devoted to the process of making PMI even bigger - and even more successful.”

The company’s Fuggler range arrived on shelf very late in 2024 and is one of PMI’s biggest bets for the months ahead. Straight out of the gate, the line-up has become one of the company’s biggest successes, with ‘insane’ sales at UK grocers such as Tesco bolstered by similar early reads at US retailers including Walmart. Omer believes the demand for PMI’s Fuggler toys is partially driven by the enduring love of all things collectible, and partially by the existing, passionate Fuggler fanbase.

“Fuggler has exploded on TikTok, with unchartered growth and engagement seen throughout December,” he adds. “Interest in Fuggler as a property has gone through the roof, and what we saw was that consumers going to stores to get the latest plush characters were also then buying our collectibles. There are some really dedicated fans of the brand out there, a lot of whom could be classed as Kidults; in their teens, early 20s or even older.”

Also tipped to become a 2025 best-seller is PMI’s new range of Minecraft collectibles. The range has got off to a great start, launching during the gaming franchise’s landmark 15th anniversary year, and will be bolstered this year by the release of a special edition flocked range. Aiming to replicate the success of PMI’s flocked Fuggler range, this collection will arrive in time for the release of the highly-anticipated new live-action movie, which debuts in cinemas from April. Though an outwardly simple feature, the flocking adds a highly desirable tactile element to the toys, further fuelling their collectability.

May, meanwhile, sees the launch of PMI’s new UFC (Ultimate Fighting Championship) collectibles line-Up, comprising 2.5” collectible figures, 3” articulated mini action figures and high quality 4.5” action figures. This brand-new partnership marks PMI’s first major steps into the world of sports, which is tipped to be one of the year’s biggest, fastest growing trends in the world of Toys & Games. Indeed, broadening its product focus to include Sports alongside Gaming licences is a core part of PMI’s strategy for 2025, Omer explains.

“We’re all about bringing in newness, taking the company to the next level by diversifying our offering with the hottest licences as well as trending themes or categories, such as Sports,” he says. “Elsewhere, we’re also bolstering our portfolio by signing evergreen properties that have stood the test of time, such as Minecraft. And UFC ticks both boxes, being a globally sporting brand that’s been around for decades but is nonetheless enjoying something of a resurgence. Fuggler, meanwhile, happily straddles both the Collectibles and Kidult spaces, both of which are major growth areas within the Toy & Games industry.”

Reflecting just how seriously the company is taking these opportunities, PMI has recently signed a deal to produce collectibles based on anime hit Naruto Shippuden, while its new partnership with Bundesliga promises to cater to football fans by bringing to market a new range of surprise-unbox toys hidden within unique packaging... more details on this to follow. This line will also include a Bundesliga board game, PMI’s first foray into the world of board games. Off the record, Omer fills me in on a number of other licensing agreements to be signed in the coming weeks/months, all of which are hugely exciting. “Rest assured, if there’s a trend or property out there that is exploding in popularity, we’re on it,” he says.

Toy World can also exclusively reveal that Disney is joining Paw Patrol as one of the properties for Booksy, PMI’s recently launched, own-IP range of collectible toys containing miniature storybooks. This is a perfect tie-up for the brand, and one which Omer is deeply proud of. As a father of three young children, he understands the importance of improving kids’ reading and literacy skills – and also knows how difficult it can be to sell a child on an obviously educational toy. Booksy adopts more of a learning-by-stealth strategy; kids want the fun and collectible first and foremost, while the book contained within is a welcome added extra, one they find themselves reading again and again. Adding the beloved power of Disney to the storytelling mix, in a year when the Stitch live-action movie hits cinemas, will propel this range to the next level.

PMI’s Creature Cases toy range also launches globally this year, moving PMI into the Pre-School space for the first time as a master toy partner. Some of you may recall that we spoke to Omer about this animated property in 2024, and it’s safe to say his enthusiasm and optimism for how the toy line will be received is undimmed; if anything, he seems even more excited about it, with good reason: the launch of Series 4 saw Creature Cases soar into the Top 10 in 35 countries (becoming No. 1 in 29 of them). Content also arrives on free-to-air platform Nick Jr. early this year, marking an end to the exclusivity agreement with Netflix and bringing it to even more viewers. PMI’s product range, comprising plush, action vehicles and more, arrives in the UK, France and Spain via a distribution agreement with Bandai, and in Australia through Jazwares.

PMI will be supporting all these ranges with a wide variety of marketing activations, from social media influencers and content creators to TV and YouTube advertising. Of course, much depends on where the end consumer spends their time; for UFC and Fuggler, which (broadly speaking) skew more Kidult, TikTok will be the platform of choice, while fans of Creature Cases can expect to see PMI’s advertising on YouTube Kids. Wherever the company chooses to shout about its ranges, each will be supported by a fully-fleshed out, 360-degree marketing plan that ensures maximum impact – and maximum success.

Leaning heavily into the world of licensing, as it does, means PMI has to maintain relationships with high-calibre licensors from some of the world's biggest and most successful studios. Omer says these relationships are akin to marriages; spending a minimum of three years together requires equal parts love, care and respect, to make things work for both parties. He also says that the fact existing licensors keep renewing their deals, or that major global studios are keen to bring PMI in as a partner, speaks to the company’s reputation within the industry. PMI also works hard to maintain a fair, dependable service to retailers. Omer tells me the company is never late with its shipments and will always work with retail partners on solving problems, should any ever occur (though, apparently, this is very rare). PMI was also one of the first toy companies globally to produce a range made from 100% recycled plastic.

“We’re a very successful company and we are fortunate enough to command respect from so many fantastic licensors and toy companies, but at the same time, there are people out there who are still getting to know us and what we stand for – and that’s OK,” Omer notes. “Actually, I’m proud of the fact we’re still making a name for ourselves. According to Circana, PMI is the fastest growing company in the Action Figures, Collectibles and Plush spaces in the USA, which shows that there’s still plenty more to come. If there are still corners of the market we haven’t reached, or licensors or retailers that haven’t heard of us, then that means there are still opportunities out there to go after and as-yet untapped areas we can expand into. Reaching the top is amazing, of course, but once you’re there there’s nowhere else to go. PMI is on the way up; we’re still climbing, and that, to me, is the most important and exciting part of what PMI, and I, do.”