Dandy's World expands to Japan with InfoLens merchandise deal

Dandy's World is expanding its merchandise presence into Japan through a new licensing agreement with InfoLens. The horror survival title has become one of Roblox's most popular games, accumulating over 7 billion lifetime plays since its June 2024 release.

BlushCrunch Studio, the developer behind Dandy's World, granted InfoLens the rights to produce and sell licensed merchandise in Japan. The partnership is multi-year and will leverage InfoLens' experience manufacturing merchandise for other gaming horror properties including Five Nights at Freddy's and Poppy Playtime.

The first products will include plush dolls for claw machines and gacha machines. InfoLens also plans to sell digital merchandise such as Dandy's World emoji packs for Line, the Japanese instant messaging app. The company will manage a localized X account for the game and host real-life activations in Japan.

"Those are brands that we really look up to and respect what they've built, which kind of made it a no-brainer," BlushCrunch Studio president Joe Jurbala told GamesBeat of the partnership choice.

Japan represents an underexploited market for Roblox overall, according to Jurbala. "It's not about just getting a minimum guarantee and selling some merch in Japan. It's about really investing into the brand there, and they're really behind that," he said.

This deal follows other recent expansions of the Dandy's World brand. BlushCrunch announced a book publishing partnership with Scholastic in April and is planning a real-life fan experience at American Dream mall in New Jersey for early October.

Dandy's World stands out among Roblox titles for its narrative depth. The game features a full-fledged writer's room with stories spanning a 50-year timeline. "We have thousands of lines of dialogue at this point — definitely one of the most on the platform, if not the most," Jurbala said, noting the lore depth positions the property well for broader entertainment expansion.

InfoLens will also sub-license Dandy's World merchandise rights to other local companies in the Japanese market. Jurbala indicated BlushCrunch is exploring additional regional licensing partners but has no specific deals currently in development. The studio is balancing partnerships between larger companies and smaller local partners to ensure proper brand representation.