Relatable

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.

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

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

• Party card games
• Plush toys
• Wellness products
• Drinking games
• Family board games

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. 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.
2. Plush and Comfort Products: Sale of plush toys, weighted plush heating pads, blankets, and comfort products through retail partners and direct e-commerce.
3. Wholesale/B2B: Wholesale distribution through independent toy and game stores across the US and global retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and regional.

• Hugimals WorldcoreStrategic or Co-development Partner · 9 June 2026Relatable 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 PodcastcoreGTM or Marketing Partner · 11 May 2026Hunt 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 & ColbycoreGTM or Marketing Partner · 14 February 2026Partnership with YouTube duo Sam & Colby for product collaborations, announced at New York Toy Fair 2026.
• Red Planet GroupregionalChannel Partner/ Reseller/ Distributor · 19 November 2025Relatable 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 PodcastcoreGTM or Marketing Partner · 31 October 2025Relatable 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 KillercoreStrategic or Co-development Partner · 26 February 2024Relatable 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

Direct 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

• Xx.com/whatdoyoumeme
• Facebookfacebook.com/whatdoyoumeme
• Instagraminstagram.com/relatable
• TikToktiktok.com/@whatdoyoumeme

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Relatable