While iconic childhood staples like Club Penguin, Cartoon Network’s online games, and Disney Channel’s browser-based experiences have been sunsetted or folded into broader entertainment portfolios, Neopets is quietly rewriting the rules of brand longevity. Since coming under new leadership in 2023, the virtual pet site has tripled its monthly active users to more than 400,000 , with daily peaks hitting 250,000—the highest in over a decade.

Launched in 1999 and now celebrating 25 years, Neopets is in the middle of a full-scale resurgence. It has signed more than 30 new licensing deals , expanded global merchandising , and rolled out fresh product collaborations with nostalgia-driven brands—all while staying true to the lore and oddball charm that defined its early 2000s appeal.

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