Enzimals

Enzimals is a line of collectible toy figures produced by Mattel. Released in the early 2010s, the line features small animal figures called Enzimals that are associated with enzyme-themed powers. Each figure is paired with unique enzymes that players can unlock in a digital companion experience. The experience is delivered via a companion application or online game, enabling players to scan figures, reveal augmented reality or virtual representations, and engage in activities such as battles, mini-games, or collection completion. The physical toys often came in blind bags and were designed for display on stands or playsets. Collectors could trade figures to complete the set.

Development and marketing: Enzimals were marketed as part of the toys-to-life and augmented reality toy trend, with Mattel aiming to integrate physical collection with digital play. The line included a range of animal characters with varied attributes, and included accessories and code cards or QR codes for unlocking content.

Reception and legacy: The line received mixed reviews. Supporters praised the novelty of physically collecting animal figures that unlock digital content, while critics noted that the digital component was limited or difficult to use and the line struggled to maintain ongoing appeal. The product line was discontinued after a few years, leaving behind a small but dedicated fan base and various secondhand market sales. The Enzimals concept is sometimes cited in discussions of early augmented reality and hybrid toy models.