TLL Staff
Bonkers Toys is betting fans will go bonkers as they signed a global master toy agreement for the VR game Gorilla Tag.
The virtual reality game is produced by Another Axiom, which says it is the most popular VR game in the world, based on Meta Store data. Gorilla Tag, which launched in 2021, allows players to embody and customize virtual primate avatars and engage in social games with other players.
The game recorded 3.7 million monthly active users and 1 million daily active users in 2025, with a lifetime total of more than 15 million unique players. In 2026, it set a concurrent player record of 119,000, all in VR.
Bonkers Toys has now signed a global master toy licensing agreement with Another Axiom to develop a line of toys based on Gorilla Tag, the companies announced Sunday. Under the deal, Bonkers Toys plans to bring plush figures, collectibles and other toys inspired by the game’s characters and storylines to mass retail shelves in the U.S. in 2027. Financial terms were not disclosed.
For Bonkers Toys, the deal represents an extension of its existing strategy of licensing digital-native and creator-based properties for physical retail. The company’s previous partnerships include Ryan’s World, Skibidi Toilet and LankyBox.
“With a history of successfully bringing the biggest new media brands to retail, our expansion into the dynamic world of VR with Gorilla Tag is a natural and incredibly exciting next step for Bonkers Toys,” said Dan Meyer, head of brands at Bonkers Toys. “This first-of-its-kind partnership perfectly aligns with our mission to bring to life the brands that Gen Alpha kids are passionate about, and we can’t wait for fans to experience their favorite VR game in a new and tangible way.”
Jake Zim, chief marketing officer of Another Axiom and head of Monke Business, the company’s IP expansion division, said the deal is aimed at both serving existing fans and reaching new ones.
“We love extending our IP with best-in-class creatives, so it was an obvious choice to work with Bonkers to take the Gorilla Tag world to the mass retail toy aisle for the first time ever,” Zim said. “Bonkers Toys has a proven track record of successfully adapting the most sought-after digital brands for retail. Their creativity and expertise are a great complement to our team’s focus on innovation and expanding the Gorilla Tag universe for its incredible fandom, while introducing the game to a broader audience through real-life play.”
Another Axiom, founded in 2020, has positioned Gorilla Tag as a platform for cross-media expansion beyond gaming, including experiences, events and licensing partnerships.