How a media startup is using animated influencers on Instagram and TikTok to drive millions of dollars in toy and apparel sales

• The media company Superplastic is using its Instagram and TikTok accounts to drive millions in toy and apparel sales.
• Its roster of virtual characters have also been able to score brand partnerships with companies like Gucci, Red Bull, and Trojan.
• The company aims to make money from direct-to-consumer sales, brand deals, and TV and film projects.

Hollywood’s tried-and-true practice of selling merchandise to boost engagement for its movies and TV shows – and make tons of money –  is now being adapted to the influencer era.

The upstart toy company Superplastic is using Instagram and TikTok to promote its high-end toy and apparel line with a set of virtual social-media stars. 

Its roster of main characters – Janky, Guggimon, Dayzee and Staxx – have amassed millions of followers across Superplastic’s various social-media accounts since they started posting roughly a year ago. Created by a team of artists and animators (Superplastic now has 25 employees overall), the characters look like bunnies and cats, though the company hasn’t identified them as such.