Relatable
Relatable (formerly What Do You Meme?) is a privately held consumer entertainment company that designs and distributes party games, plush, wellness products, and licensed merchandise through major US retailers, serving Gen Z, millennials, and families.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Relatable does
Relatable, formerly known as What Do You Meme?, is a privately held consumer entertainment company founded in 2016 by Elie Ballas, Ben Kaplan, and Elliot Tebele. The company designs, produces, and distributes physical party games, family games, relationship games, drinking games, plush toys, wellness products, blankets, outdoor games, and pet products, with a portfolio spanning owned IP (What Do You Meme?, Buzzed, Incohearent, New Phone Who Dis?, Let's Get Deep, Ganjaland) and acquired brands (Hunt A Killer acquired February 2024; Hugimals World announced June 2026). Products are primarily one-time physical purchases priced between $5.99 and $79.99, with the core What Do You Meme? franchise retailing at $24.99 and family editions at $17.99.
Relatable generates revenue through wholesale and direct-to-consumer channels, distributing via Walmart, Target, Amazon, TikTok Shop, and more than 1,500 independent toy and game stores across the US, with international expansion underway through a November 2025 distribution partnership with Red Planet Group into Canada. The go-to-market motion is product-led and community-led, leveraging viral TikTok and Instagram content plus partnerships with creators such as the Morbid Podcast and YouTube duo Sam & Colby to drive demand. The legal entity remains What Do You Meme, LLC, headquartered in New York with an additional office in Miami Beach, Florida.
The company's customer base is segmented horizontally across Gen Z and millennials (primary), families, female social groups, and the "kidult" adult collector segment. Licensing partnerships such as the 2026 Cloudco Entertainment deal for Care Bears extend the brand into adjacent entertainment IP. Reported revenue exceeds $100 million per a 2024 disclosure, and the company has pursued an acquisition-led expansion strategy into wellness, immersive games, and international markets without any disclosed external funding rounds.
Relatable firmographics
Firmographics- Name
- Relatable
- Legal name
- What Do You Meme, LLC
- Website
- https://relatable.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Relatable (formerly What Do You Meme?) is a privately held consumer entertainment company that designs and distributes party games, plush, wellness products, and licensed merchandise through major US retailers, serving Gen Z, millennials, and families.
- Ownership category
- akta.pro rank
Relatable industry classification
Industry- Product category
- Party Games and Consumer Toys
- NAICS
- Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Pet and Pet Supplies Retailers (45991)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Dolls, Plush & Action Figures Retail (CRALAFAD)
- akta.pro secondary industries
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Novelty & Humor Gifts Retail (CRALAJAB), Outdoor & Ride-On Toys Retail (CRALAFAC), Pet Toys & Enrichment Retail (CRALAHAE)
Keywords
Where Relatable is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Relatable business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Physical Game Products: Sale of physical board games and card games through retail and e-commerce channels. Revenue exceeds $100 million with Hunt A Killer generating $200 million since its founding.
- Plush and Comfort Products: Sale of plush toys, weighted plush heating pads, blankets, and comfort products through retail partners and direct e-commerce.
- Wholesale/B2B: Wholesale distribution through independent toy and game stores across the US and global retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Core game products |
| One time/ perpetual license | Pay-as-you-go | Expansion packs |
| Unit Pricing | Pay-as-you-go | Plush and comfort products |
| Unit Pricing | Pay-as-you-go | Outdoor/giant games |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels5 records
Relatable product offering
Product offeringCore offering
Relatable designs, manufactures, and distributes physical party, family, drinking, and relationship card and board games, plush toys, microwavable wellness/comfort products, blankets, pet toys, and collectibles under multiple brands including What Do You Meme?, Buzzed, Incohearent, Let's Get Deep, Emotional Support Pals, Happy Helpers, and the acquired Hunt A Killer and Hugimals World brands. Products are sold through major US retailers, 1,500+ independent toy stores, TikTok Shop, and the company's own e-commerce site.
Product overview
Relatable is a multi-brand entertainment company offering a diverse portfolio of games, plush toys, wellness products, and licensed merchandise. Originally founded as What Do You Meme? in 2016 and rebranded in 2023, the company operates across several product lines: core party games including What Do You Meme?® and Buzzed™ drinking games; relationship games like Let's Get Deep®; family games including the TOTY finalist Cows in Space; acquired brands like Hunt A Killer murder mystery games; and sub-brands including Emotional Support Pals plush, Happy Helpers wellness products, Cozy Concepts blankets, Lil Cheers crochet plush, Bee Street Games, WabiSabi collectible blind boxes, and pet products. Products target Gen Z, millennials, and families, with distribution through major retailers including Walmart, Target, Amazon, and over 1,500 independent toy stores.
Differentiator
Problem solved
Functional benefit
Products and services
- What Do You Meme? Core Game The original adult party card game where players compete to match photo cards with caption cards to create the funniest meme combinations. Designed for ages 17+ and sold through major retailers and online channels.
- What Do You Meme? Family Edition
Quantifiable outcome
- Hunt A Killer generated $200 million since founding eight years ago
- +2 more outcomes
Companies that use Relatable
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Relatable technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Relatable partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and regional.
- Hugimals WorldcoreRelatable acquired Hugimals World, a weighted plush brand known for sensory-friendly products, amid a shift toward comfort and nostalgia in consumer behavior. The acquisition aims to expand Relatable's presence in the wellness, comfort, and plush categories.
- Morbid PodcastcoreHunt A Killer partnered with Morbid Podcast to launch 'The Salem Slicer,' a new at-home investigative experience based on a decades-old cold case from 1985. The product combines physical evidence, audio content from podcast hosts, and narrative storytelling for players to solve the case.
- Sam & ColbycorePartnership with YouTube duo Sam & Colby for product collaborations, announced at New York Toy Fair 2026.
- Red Planet GroupregionalRelatable formed a distribution partnership with Red Planet Group to expand its product offerings across Canadian retail channels. The partnership will see Red Planet distribute Relatable's games, plush, and wellness products throughout Canada.
- Morbid PodcastcoreRelatable and the Morbid Podcast collaborated to create an exclusive Deluxe Morbid Tarot Card Deck, available for pre-order. The deck features artwork by Marisa Aragon Ware and includes themed Easter eggs, aiming to engage fans of the podcast and tarot enthusiasts.
- Hunt A KillercoreRelatable acquired Hunt A Killer, a leader in the murder mystery games market, to expand its portfolio into this segment of the U.S. games market. The acquisition aims to leverage synergies and grow the Hunt A Killer brand, which entered the market in 2016.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Relatable competitors and assessment
Company assessmentDirect peers
- Squishmallows (Jazwares): Sensory plush collectibles brand with broad retail distribution and viral social media appeal. Closest direct comparison to Relatable's Emotional Support Pals, Lil Cheers, and Hugimals World plush lines.
- Funko: Collectible figure/blind-box brand leveraging licensed pop-culture IP, mass retail distribution, and viral hype. Directly comparable to Relatable's WabiSabi Kitty Club blind box line and the licensed collectibles strategy.
- Exploding Kittens: Party and card game brand that scaled through Kickstarter and viral marketing, selling adult/family card games via Target, Amazon, and Walmart. Direct comparison point for Relatable's product-led, humor-driven GTM motion.
- Big Potato Games: Independent UK-based party and family game publisher (Obama Llama, Throw Throw Burrito). Comparable to Relatable as a viral, humor-driven card/party game brand targeting adult and family game-night occasions.
- Goliath Games: Publisher of party, family, and licensed games (e.g., Triominos, Rummikub, SpongeBob titles). Directly comparable as a multi-brand game portfolio sold through mass retailers and indie toy channels.
- Buffalo Games: US game and puzzle publisher with family, party, and licensed titles (Charles Fazzino, Star Wars puzzles). Comparable for the same indie-to-mass retail distribution pattern and family/party category overlap.
Broad incumbents
- Asmodee: Global hobby and tabletop game publisher (Catan, Ticket to Ride, Exploding Kittens). Comparable as a multi-brand board/card game publisher selling through indie toy stores, Target, and Amazon, and as a potential strategic acquirer of branded game IP.
- Spin Master: Global toy and game company (Hatchimals, Kinetic Sand, board games) with category leadership in family entertainment. Comparable as a scaled competitor using licensed IP and mass retail to launch new toy and game franchises.
- Mattel: Major toy manufacturer (Barbie, UNO, Cards Against Humanity-style party games, plush). Comparable as a scaled competitor selling licensed and original games and plush through the same mass retail channels as Relatable.
- Hasbro: Global toy and game conglomerate owning iconic game brands (e.g., Monopoly, Trivial Pursuit). Competes with Relatable across the party/family games aisle at major retailers and has substantially broader IP, licensing, and shelf-negotiation leverage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Relatable social profiles
Digital presenceRelatable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Relatable leadership team
Management profileNumber of profiles
Profiles4 records
Relatable subsidiaries and ownership
Company hierarchySubsidiaries2 records
Relatable funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Relatable M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Relatable
What does Relatable do?
Relatable designs, manufactures, and distributes physical party, family, drinking, and relationship card and board games, plush toys, microwavable wellness/comfort products, blankets, pet toys, and collectibles under multiple brands including What Do You Meme?, Buzzed, Incohearent, Let's Get Deep, Emotional Support Pals, Happy Helpers, and the acquired Hunt A Killer and Hugimals World brands. Products are sold through major US retailers, 1,500+ independent toy stores, TikTok Shop, and the company's own e-commerce site.
Is Relatable a public or private company?
Relatable is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Relatable founded?
Relatable was founded in 2016. It employs 51 to 100 people.
Where is Relatable based?
Relatable is headquartered in New York, United States, in the North America region.
How does Relatable make money?
Three revenue lines are on record. Physical Game Products are the primary driver. The others are plush and Comfort Products and wholesale/B2B.
Who are Relatable's main competitors?
Direct peers on record are Squishmallows (Jazwares), Funko, Exploding Kittens, Big Potato Games, Goliath Games and Buffalo Games. Broad incumbents are Asmodee, Spin Master, Mattel and Hasbro.
Does Relatable have an API?
No public API is recorded for Relatable.
What industry is Relatable in?
Relatable's product category is Party Games and Consumer Toys. Its primary akta.pro industry code is CRALAFAD, Dolls, Plush & Action Figures Retail, with a secondary code of CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail. Its NAICS code is 339930 and its SIC code is 3944.