Deddy Bears, the collectible sensation from Innov8 Creative Academy and 2025 Toy of the Year winner at Toy Fair, is creeping into global entertainment. The brand’s expansion includes digital-first shorts, scripted television, and a live-action VFX feature led by award-winning creator Chris Dicker.
Since its debut as a line of creepy-cute collectibles, Deddy Bears has grown into a fan-driven phenomenon with millions of units sold across nearly 60,000 retail doors, multiple sold-out waves, and a rapidly expanding global community. Each character features a quirky personality, a devoted backstory, and its signature “autopsy” — a playful peek into what makes them tick.
“These characters may look spooky on the outside, but each one has a wildly endearing personality and rich internal lore,” says Gavin Lawler, co-founder of Deddy Bears and Innov8 Creative Academy. “From the beginning, we knew their stories could go far beyond the toy aisle. Now, with Chris onboard, we’re excited to bring the world of Deddy Bears to screens everywhere.”
The rollout will begin with digital-first storytelling to engage the brand’s online community, followed by premium TV projects for streamers and broadcasters, and a theatrical feature to introduce Deddy Bears to worldwide audiences. Dicker has developed projects with Netflix, Disney, and DreamWorks; he is known for building original IP across television, film, and games, and is helming Spin Master Entertainment’s first original animated feature.
“Deddy Bears has already proven itself as a phenomenon in the collectibles space, and the natural next step is to expand that success through storytelling,” says Dicker. “Together with the team, our goal is to create premium content that will engage audiences worldwide and establish Deddy Bears as an evergreen brand for years to come.”
Distributed by License 2 Play and sold in more than 50 countries, the brand has secured more than 20 licenses. Deddy Bears was also among the first properties to join Roblox’s AMP program, with in-game codes for fans and an official Roblox badge featured on all packaging.
Deddy Bears is being positioned as a global entertainment franchise with Toy of the Year recognition, strong retail sales, and a cross-platform content strategy.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source toybook.com ’
