# The Loyal Subjects

> The Loyal Subjects is a Los Angeles toy designer, manufacturer, licensor and distributor that turns entertainment properties and remembered childhood brands into action figures, fashion dolls, plush, blind-box collectibles and playsets. Its trick is to serve two audiences with one object: adults who recognize Rainbow Brite, M.A.S.K. or Jem on sight, and younger buyers meeting those characters as new toys.

- **Founded:** 2009
- **Headquarters:** Los Angeles, United States
- **Founders:** Jonathan Cathey (Founder, Owner and CEO), Adam Kennedy-Damiano (Co-founder)
- **Team size:** 12 employees in the supplied company record; LinkedIn lists an 11-50 employee range
- **Products:** Action Vinyls, BST AXN, TLS Toy, Rainbow Brite and Strawberry Shortcake, Hasbro heritage collections
- **Notable:** Bootstrapped from a $500 personal check without established toy-industry connections., Built company-reported distribution reaching more than 12,000 retail doors in more than 20 countries., Secured a 2019 strategic distribution partnership with Bandai America.

## Products & services

- **Action Vinyls** — Articulated, stylized vinyl figures built around licensed characters and blind-box collectibility.
- **BST AXN** — Five-inch-scale articulated action figures and related multipacks, vehicles and comic bundles across licensed properties including Teenage Mutant Ninja Turtles.
- **TLS Toy** — A broader toy division spanning fashion dolls, plush, playsets and collectible figures, launched with a Rainbow Brite program.
- **Rainbow Brite and Strawberry Shortcake** — Fashion dolls, rag dolls, plush, mini figures and playsets using tactile and nostalgic cues such as yarn hair and Strawberry Shortcake's scent.
- **Hasbro heritage collections** — Modernized products for Jem and the Holograms, Playskool My Buddy, M.A.S.K., Popples, My Pet Monster and R.O.M.
- **Palworld collection** — Articulated figures, plush, collector sets and mystery Pal Eggs based on the game franchise.
- **Distribution services** — Wholesale distribution for partner brands, including TOY CITY across defined territories in North America, Latin America and other markets.

## Achievements

- Bootstrapped from a $500 personal check without established toy-industry connections.
- Built company-reported distribution reaching more than 12,000 retail doors in more than 20 countries.
- Secured a 2019 strategic distribution partnership with Bandai America.
- Expanded from boutique articulated vinyl into BST AXN action figures, fashion dolls, plush, playsets and distribution services.
- Won multi-property rights to revive six Hasbro heritage brands around several 40th anniversaries.
- Placed Rainbow Brite, Strawberry Shortcake, Jem and My Buddy products with major online and mass retailers.
- Added game and entertainment licenses including Palworld, Angry Birds and The Hunger Games for its 2026 slate.

## Latest updates

- **2024-10** — Signed a multi-property Hasbro licensing agreement for Popples, My Pet Monster, Jem, My Buddy, R.O.M. and M.A.S.K.
- **2025-02** — Jem and the Holograms and Playskool My Buddy products entered Walmart's program.
- **2025-06** — Prepared an SDCC portfolio spanning dolls, plush, mini figures and retro properties, including limited-edition releases.
- **2025-08** — Announced an exclusive TOY CITY distribution partnership for North America, Latin America and additional territories.
- **2025-09** — Announced Palworld toys, collectibles and plush for a 2026 debut.
- **2026-03** — Outlined an expansion slate including Palworld, Angry Birds, The Hunger Games and owned IP, with planned growth at Walmart, Target and Barnes & Noble.
- **2026-06** — Revealed the Palworld range, including articulated figures, collector sets and mystery Pal Eggs for fall 2026 shipping.
- **2026-07** — Opened global preorders for the second wave of its Hasbro-licensed M.A.S.K. revival, including vac-metal details requested by fans.

## Links

- Website: https://theloyalsubjects.com
- LinkedIn: https://www.linkedin.com/company/the-loyal-subjects
- Twitter/X: https://twitter.com/LoyalSubjects
- Instagram: https://www.instagram.com/theLoyalSubjects/
- Facebook: https://www.facebook.com/TheLoyalSubjectsCo
- TikTok: https://www.tiktok.com/@tls.toy

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Profile page: https://yespress.io/the-loyal-subjects
Published by YesPress — https://yespress.io
Last updated: 2026-08-21