Dandy’s World is expanding its merchandise empire into Japan through a licensing agreement with InfoLens.
The horror survival title Dandy’s World is one of the most popular games on Roblox, boasting over 7 billion lifetime plays since its initial release in June 2024. In 2026, BlushCrunch Studio, the team behind Dandy’s World, has been actively expanding the property into other areas of the entertainment business, announcing a book publishing partnership with Scholastic in April and an upcoming real-life fan experience at New Jersey’s American Dream mall in early October.
BlushCrunch Studio’s licensing partnership with InfoLens is the latest expansion of the business the studio is building around Dandy’s World, granting InfoLens the rights to produce and sell licensed Dandy’s World merchandise in Japan. It’s a multi-year partnership intended to apply InfoLens’ experience manufacturing merchandise for other gaming horror properties like Five Nights at Freddy’s and Poppy Playtime to the wide range of kid-friendly cartoon characters from the universe of Dandy’s World.
“Those are brands that we really look up to and respect what they’ve built, which kind of made it a no-brainer,” said BlushCrunch Studio president Joe Jurbala in an interview with GamesBeat.
The first Dandy’s World merchandise products manufactured by InfoLens will be plush dolls intended for purchase through claw machines and gacha machines. InfoLens also plans to sell digital merchandise, like Dandy’s World emoji packs for the Japanese instant messaging app Line. InfoLens will also be running a localized X account for Dandy’s World, with plans for the company to host real-life activations in Japan in the future. InfoLens will also be sub-licensing Dandy’s World merchandise rights to other local companies in the Japanese market.
Growing a larger audience in Japan is a focus for BlushCrunch, which Jurbala said was a “relatively underpenetrated” market relative to the overall popularity of Roblox.
“It’s not about just getting a minimum guarantee and selling some merch in Japan,” Jurbala said. “It’s about really investing into the brand there, and they’re really behind that.”
As gaming IP increasingly invades Hollywood, and the wider entertainment world, a growing number of industry observers have predicted that the next great gaming property will come out of a user-generated content platform like Roblox. However, few games native to Roblox or Fortnite currently have the narrative depth and deep lore necessary to support a serious IP adaptation. Dandy’s World has a full-fledged writer’s room, with stories taking place across a 50-year timeline, making it a strong target for expansion beyond Roblox.
“We have thousands of lines of dialogue at this point — definitely one of the most on the platform, if not the most,” Jurbala said.
BlushCrunch is also looking to continue its geographic expansion, although Jurbala said the company does not have any specific local licensing deals in the works. As BlushCrunch explores more regional licensing partners, it’s looking to thread the needle between larger local partners with whom the Dandy’s World IP might get lost in the shuffle and smaller partners who don’t have the bandwidth to truly scale a successful merchandise business, per Jurbala.
“We don’t want to rush it; I’d rather things move a little slower than everyone would like, than we get out something we’re not proud of, or that doesn’t really hit the nail on the head for our fans,” Jurbala said.