Zach Belanger, CEO & Seth Belanger, CCO of Mob Entertainment / Poppy Playtime — Interview Series

Mob Entertainment, the creative powerhouse behind the universally recognized plushie-centric survival horror franchise, Poppy Playtime, is gearing up to introduce a brand-new wave of content for its ongoing Playtime Co.-based saga. To learn more about this, I caught up with co-creators Zach Belanger (CEO) and Seth Belanger (CCO).

It’s great to speak with you again! Please could you kindly introduce yourself to our readers? Who are you, and what brought you to Mob Entertainment?

Zach:  I’m Zach Belanger, one of the co-founders of Mob Entertainment. I currently serve as the CEO. Seth and I have always been captivated by stories and worlds that immerse players.  Mob Entertainment became the perfect avenue for us to bring our stories and dreams to life. We both grew up on gaming and movies, so the idea of creating a world where others could lose themselves was the driving force behind everything we do. At Mob, we’ve tried to carve a unique space that balances excitement and mystery, and Poppy Playtime really epitomizes that ethos.

Seth: I’m Seth Belanger. I am the Chief Creative Officer at Mob Entertainment. Like Zach, storytelling and design have been lifelong passions of ours. Mob Entertainment was born out of our shared vision to break new ground in how players experience games, blending deep narrative with intense gameplay. What brought us here was our hunger to create something that people could engage with on an emotional and intellectual level. The lore connects with you emotionally, the challenges, intellectually.  It’s that pursuit of building a universe that connects with players on multiple fronts that keeps us inspired every day.

Of course, Poppy Playtime is a bit of a household name in the industry already, but please could you describe what it is to those who’ve yet to play?

Zach: Poppy Playtime is a survival horror-puzzle experience that centers around exploring a once-great toy factory that has now fallen into ruin. Players take on the role of a former employee, delving into the mysteries of Playtime Co. and its eerie past. It’s not your typical horror game. What makes it unique is the way it merges rich storytelling with intricate puzzles—all while keeping you on the edge of your seat with its sense of suspense.

Seth: The game taps into that unsettling feeling of nostalgia gone wrong—where something that was once joyful has been warped into something sinister. With characters like Huggy Wuggy, CatNap and The Smiling Critters, you’re constantly facing this ongoing tension that’s both terrifying and thrilling. Something that was once so cute can now be a terrifying killer.  It’s that mix of fear and curiosity that keeps players hooked. 

Poppy Playtime ascended from humble beginnings to an almost cult-like status in such a short amount of time, too. Why do you think that is? What is the special ingredient that makes the franchise so adored by its players?

Zach: I think part of it is the emotional connection people feel when they play the game. The world we’ve built feels like it’s filled with forgotten childhood memories, and there’s something inherently intriguing about the way that innocence has turned dark. Players resonate with that feeling. They want to explore more, uncover every secret, and discover the truth behind Playtime Co.

Seth: I’d say it’s also the characters. Huggy Wuggy, The Smiling Critters, CatNap and even Mommy Long Legs, and the others have a presence that’s larger than life. They’re both menacing and captivating, which gives them a lasting appeal. They all play a role in this epic multi-chapter story that keeps revealing new surprises. Add that to the community that’s grown around the game—players, content creators, fans theorizing about the lore and origin stories—and you have this organic, vibrant fandom that keeps spreading the word.

we sold out so fast omg yall😱 https://t.co/zPkNEmsXrM

— Mob Entertainment (@mobgamesstudios) August 20, 2024

Poppy Playtime doesn’t just stretch out to video games, either. What other sorts of products do you have in your collection? Also, are you looking to release any other apparel, plushies, or toys over the coming months?

Zach: We are always exploring new ideas and ways to tell the story.  For example, a few months ago we partnered with Scholastic to release a Poppy Playtime book. This book is written as an orientation notebook for employees of Playtime Co. It’s a great way to tell more of the story that doesn’t appear in the games. And I’m sure you are aware of our deal for a Poppy Playtime movie. As that gets developed there will be more opportunities to reveal more about the characters and story.

Seth: I also love our partnerships with artists like CG5. CG5 does a great job in telling the story through music. CG5 wrote the song and we created the video.  The fans on our YouTube channel watch this content over and over again. 

The future is clearly bright for Huggy Wuggy and the Playtime Co. troupe. Tell us, are you working towards a climax of some sort, or is the sky well and truly the limit at this point?

Zach: We’re always thinking about how to evolve the story, and while we do have some big plans in the works, I wouldn’t say we’re approaching any kind of “end” anytime soon. The universe of Poppy Playtime has so much room for growth. We’ve only scratched the surface of what’s possible whether that be in story development or new character development. With each new chapter there are new characters. And with new characters, new story opportunities. Whether it’s through new chapters, characters or expanded stories in other mediums, the sky really is the limit.

Seth: We’re not tied to any single format. We’re exploring new ways to engage with the world of Playtime Co., whether that’s in games, movies, or other platforms like books and TV. The story is evolving, and so are the ways we want to tell it. It’s an exciting time for the franchise.

We’d love to know what else you guys have up your sleeve. How’s the future of Poppy Playtime looking for Mob Entertainment? Are we likely to catch another chapter at some point in the near future, maybe?

Zach: Without giving too much away, yes, there are more chapters in development. We’re really excited about where the story is headed, and we think fans are going to love what’s coming next. We’re always working to push the envelope and deliver experiences that are fresh, engaging, and surprising.

Seth: We’re definitely in the lab cooking up new twists and turns. We can’t say too much just yet, but there’s more Poppy Playtime to come. Our goal is to continue expanding the world and keeping fans on their toes. It’s safe to say that with each new chapter, the player will discover new locations and interact with new characters. Let’s just say the best is yet to come.

🎉🎉WE DID IT🎉🎉

Thank you everyone for all your love and support For Mob and Poppy Playtime. We have sumn that will drop pretty soon on our YouTube that we cannot wait to share! 🩵

Here's to 3M more? 👀 https://t.co/WvFazFFwWe pic.twitter.com/QYAHDBRtPW

— Mob Entertainment (@mobgamesstudios) August 17, 2024

Do you have any words of advice for those who’ve yet to join the Playtime Co. team? Are there any dos or don’ts that could potentially aid players’ progression in the three-piece series?

Zach: Patience is key. Our puzzles are designed to challenge your mind, so take your time and explore every nook and cranny. Sometimes the answers aren’t immediately obvious, but with a little bit of curiosity, you’ll uncover the next piece of the puzzle.

Seth: Don’t let fear get the better of you. We’ve crafted a world that can be intimidating, but if you embrace that tension and push forward, you’ll find the reward is worth the effort. Stay sharp, stay curious, and remember—nothing in Playtime Co. is ever quite what it seems. Also, have fun and join the community, whether it be on YouTube or our Discord. Our community loves to share ideas about character stories, conspiracy theories, and conjecture about the next chapter. Participating in those conversations is a lot of fun.

Let’s talk about the future outside of Poppy Playtime. Do you have any plans to explore any other IP? If so, please could you tell us a bit about what you might be working on?

Zach: We’re always exploring new ideas. And as a transmedia company, we’re always developing new ways to tell stories, whether it be a music collaboration or a book.  

Seth: Yes. We’re always thinking of new potential ideas.  Some are farther along in development. Some need more time to grow.

And what is the best way of staying up to date with the team? Are we able to share any social channels, streams, or newsletters with our readers?

Zach: For sure. We’ve got a very active presence on social media—X, Discord, Instagram and YouTube are the best ways to keep up with what’s going on.

Seth: Yeah, following us on social media is the way to go if you want real-time updates. We’re always sharing teasers, artwork, and news about upcoming projects.

Is there anything you would like to add?

Zach: I want to thank everyone who’s supported us along the way. The journey with Poppy Playtime has been incredible, but there’s so much more we’re excited to share. We’re building toward something bigger, and none of it would be possible without our community. Stay with us—we’re just getting started.

Seth: I’d echo that. We’re really grateful for the continued support. Poppy Playtime is just one part of what we envision for Mob Entertainment, and we can’t wait for everyone to see what’s next. The best is yet to come, and we’re grateful to have everyone along for the ride.

Thanks again guys, and best of luck with the future of Poppy Playtime!

For more information on Mob Entertainment’s beloved Poppy Playtime saga, be sure to check in with the team over on their official social channel here. Alternatively, you can visit the website for additional updates and coverage here.