According to Zach Belanger, believing in yourself is essential as an entrepreneur. “If you believe in what you are doing, the hard work becomes fun,” he said. Fun has been the theme of his career, from bootstrapping an entertainment startup to transitioning the company into a transmedia company.
Founded in 2015 as EnchantedMob, Mob Entertainment was created by brothers Zach and Seth Belanger, who are united in their passion for art and storytelling. The firm pushes the boundaries of entertainment, delivering top-tier content that entertains and inspires in an evolving industry. Mob Entertainment, creators of the Indie horror sensation Poppy Playtime set in an abandoned toy factory, has seen its characters, including Huggy Wuggy, amass a significant following on YouTube and in consumer products.
Under Belanger’s leadership, the company has grown from two brothers to approximately 100 employees worldwide. The Poppy Playtime brand is one of the most popular on the internet, played by more than 11 million players, and the games are localized into multiple languages. Social media videos have logged over 7.5 billion views.
“With each chapter release, the popularity of Poppy Playtime continues to grow,” said Belanger. “It’s an unbridled success, spawning the PC multiplayer game Project Playtime and merchandise, including a Poppy Playtime plush.”
Poppy Playtime toys, clothes, backpacks, action figures and plush toys can be found in all major retailers across the globe, including Target, Walmart and Hot Topic. “The future presents endless opportunities as we explore more options for our brands,” said Belanger. “Mob Entertainment is on a mission to craft unconventional stories, captivating characters and exceptional experiences that redefine norms, enthrall audiences and achieve both artistic and commercial success.”
The concept of Poppy Playtime has resonated with a lot of people, said Belanger. “From online content to games and consumer products like plush, action figures and even Halloween costumes, our community loves these characters,” he said. “We like to dream big but always keep in mind that success is never guaranteed.”
Looking forward to the future of the company, Belanger said that there are plans to continue to explore new games and opportunities in all forms of media with the Poppy brand. He and his brother are also exploring new ideas for new games and other media projects.
For his creativity, his ability to lead by thinking outside of the box and the success of Mob Entertainment, Belanger has been named a Titan 100.
