Pocket.watch signs franchise deal with Maizen
May 12, 2026
Pocket.watch, the next-gen creator media company, and Maizen, the Japanese multimedia entertainment brand and popular YouTube gaming channel, have announced a new partnership to expand its breakout animated stars, JJ & Mikey, into a global franchise spanning publishing, consumer products, original series and content distribution.
At the centre of the partnership are JJ & Mikey, the gaming duo from Maizen whose imaginative, story-driven Minecraft adventures have helped define a new lane of scripted gameplay entertainment. With 22.9 million subscribers and 23 billion lifetime views, their YouTube channel has become one of the most influential destinations in family digital entertainment, earning the top ranking for gaming creator and channel in both the US and globally.
This summer, pocket.watch will distribute the JJ & Mikey series across major streaming platforms including Tubi, The Roku Channel, and Ryan and Friends Plus, further scaling the reach of the massively popular characters. This kicks off the franchise expansion, with plans for original content and a robust consumer products ecosystem, including toys, apparel, collectibles, and food.
Pocket.watch partnered with Scholastic, the global children’s publishing and education leader, to publish a series of JJ & Mikey children’s books, extending the popular characters’ storylines and gaming themed universe. The collection is slated to roll out at retail in early 2027.
“We’re excited to bring JJ & Mikey’s imaginative, game-driven adventures into the world of books, extending their reach to new readers,” said Michael Petranek, Editorial Director, Scholastic Trade Publishing. “This partnership with pocket.watch reflects our continued focus on meeting kids where their interests lie, and we look forward to translating these beloved digital characters into engaging, high-quality storytelling experiences that inspire a lifelong love of reading.”
On the heels of the publishing rollout, new JJ & Mikey toys will debut across major retailers in spring 2027. Pocket.watch appointed Bonkers Toys as master toy licensee to lead product development, with an initial assortment to include plushies, blind-box collectibles, and additional formats.
“We’re thrilled to partner with Maizen to scale JJ & Mikey into a global franchise that extends seamlessly across streaming and retail,” added Amanda Klecker, SVP Marketing and Franchise at pocket.watch. “Families will have the opportunity to follow storylines to new platforms and publishing, and continue narratives with their own imaginations through new toys.”
“What started as gameplay storytelling is evolving into a full-scale entertainment brand,” said the Maizen team. “We’re excited to partner with pocket.watch to deepen how fans experience these characters in their everyday lives.”
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