Law: At Neopets, our mission is to keep those special bonds alive between players and their virtual companions. We celebrate fan creativity through fan art and cool customization tools, giving players plenty of ways to express themselves and strengthen their relationships. We’re also expanding beyond the digital realm with physical events – like our massive 25th anniversary celebrations that brought together over 5,000 fans across 40 cities worldwide! To keep our adult Neopets fans engaged, we’re working on some
exciting collaborations that let them enjoy Neopets through all sorts of products, from collectible trading cards to stylish apparel and even food and beverage partnerships. We want to create moments that let fans reconnect with Neopets at different stages of life. Meanwhile, our brand ambassador initiative and monthly AMAs help us stay close to our community and evolve with their needs.
There have been hints of ‘major global partnerships’. Can you share more about what kinds of collaborations you’re looking at, and how they fit into your long-term vision for the brand? Law: We’re on the lookout for partners who really get how to bring a legacy IP to life and engage our fans through creative storytelling, all while keeping Neopets true to its roots. Our collaborations are diverse, ranging from graphic novels and PhatMojo plushies to Upper Deck trading cards, allowing us to tell our story in fresh ways. Our strategic partnership with Evolution is also helping us boost
Neopets’ global presence through licensing. Successful collabs like the Neopets x Monopoly 25th Anniversary Edition, which sold out in a flash, show just how much love there is for the brand. We’ve celebrated our 25th anniversary with global community events and direct fan engagement at conventions. Our long-term vision? To expand Neopets into the mainstream while keeping that original charm alive, so it can thrive for another 25 years and beyond!
What are some of the toughest decisions you’ve had to make while reviving a legacy brand like Neopets? Law: One of the toughest decisions has been finding the right balance between preserving the classic Neopets experience and building new game features. We want to keep the core elements that longtime fans cherish while thoughtfully updating or retiring outdated features to keep things fresh and relevant. It’s a delicate dance between meeting the expectations of loyal fans and adapting to the fast-paced gaming world. A recent example is how we’ve had to invest a lot of time and
resources into building internal admin tools. These tools help our team work more efficiently, even if they’re not visible to the community. But trust me, they make a huge difference in how we navigate the legacy systems the game was built on.
I often felt like part of a community when I was playing Neopets. Petpages were actually the reason I learned HTML, so it was because of you guys that I was very ready for customising MySpace pages when that came around as a teenager! Do you still try to foster that same feeling of community and learning now?
Law: Community is at the heart of everything we do at Neopets. Encouraging creative expression, digital literacy, and storytelling is important to us because I know firsthand how Neopets can be a gateway to exploring coding, art, writing, and so much more. For me, Neopets was my first taste of online communities and
forums. It was like my own version of social media, connecting with friends in Canada and making new ones from all over! We’re committed to fostering that same meaningful sense of
community and learning today, providing tools and experiences that inspire creativity and personal growth - just like Neopets did back in the day.
How does Neopets compete with other ‘nostalgic creature-keeper’ brands like Pokemon and Digimon in 2025? Law: Neopets is more than just a game, it’s a cross-generational entertainment and community experience that has evolved alongside its players. Unlike other nostalgic creature-keeper brands, Neopets offers a unique mix of virtual pets, immersive worldbuilding, personal storytelling, and active community engagement. One of the standout features of Neopets is customization. Players can
personalize their Neopets and Petpets with all sorts of wearable items, backgrounds, and accessories, allowing for creative expression and unique digital identities. This means each player can see their Neopets in their own special way, making the experience truly personal. We see Neopets as a vibrant community where nostalgia meets innovation, setting us apart in a fun and meaningful way!
What are your biggest hopes for Neopets going forward? Law: Our biggest hope for Neopets is to reignite the magic for our original players while warmly welcoming new generations into the vibrant world of Neopia. We want to evolve Neopets into a mainstream gaming and entertainment brand that stays relevant and beloved for another 25 years. This means continuously enhancing the player experience with meaningful updates — like revamped site features, refreshed content, new species, restored classic games, and updated Battledome mechanics — to keep everything fresh and engaging. Beyond the digital realm, we’re about expanding community
engagement through events like our global 25th anniversary celebrations and community meet-ups at major conventions such as San Diego Comic- Con. Ultimately, our goal is to create a dynamic, community- driven platform where fans can express themselves, build lasting friendships, and feel deeply connected to their Neopets journey. By blending nostalgia with innovation, we aim to make Neopets a beloved and inspiring space for decades to come!
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