From Digital Pages to Playtime: Epic! Bets on Cat Ninja to Build a Children’s Brand

By Thomas Moore – November 10, 2025

Redwood City, CA – Epic!, the leading digital reading platform for children, is making a strategic leap from the screen to the playroom with the launch of a line of action figures based on its wildly popular graphic novel series, Cat Ninja. The move signals a broader ambition to transform Epic! from a content provider into a fully-fledged children’s entertainment brand – a particularly crucial step given the company’s recent change in ownership.

The Cat Ninja figurines, modeled after Claude, the titular crime-fighting feline, are now available for purchase at shop.getepic.com, priced at $19.99 each. Epic! reports the series has garnered over 300 million reads on its platform, making it a prime candidate for expansion into physical merchandise. But this launch occurs at a pivotal moment for the company, following its sale from Indian ed-tech giant Byju’s to China’s TAL Education Group earlier this year.

Data-Driven Playtime

The Cat Ninja story isn’t just about a cool character; it's a testament to data-driven content creation. Epic! developed the series in 2019 after identifying a clear demand for engaging, martial arts-themed stories within its user base. “We saw a real appetite for this type of character and narrative,” says a source familiar with Epic!’s content strategy. “It wasn’t an arbitrary decision; it was based on what our readers were already enjoying.”

The approach mirrors a growing trend within the children’s entertainment industry, where data analytics play an increasingly important role in identifying successful concepts. By analyzing reading patterns, demographic information, and user feedback, Epic! was able to tailor Cat Ninja to its target audience, resulting in a runaway hit.

Beyond the Screen: The Rise of 'Phygital' Experiences

The move to physical toys aligns with a broader industry shift towards “phygital” experiences – those that seamlessly blend digital and physical play. “Kids today are comfortable navigating both worlds,” explains an industry analyst specializing in children’s entertainment. “They want toys that complement their digital experiences and offer opportunities for creativity and imagination.”

Epic!’s Cat Ninja figurines are designed to do just that. Each figure includes a limited-edition trading card and a mini-comic, connecting the physical product back to the series’ digital and print origins. This integration serves to reinforce brand engagement and encourage continued interaction with the Cat Ninja universe.

Navigating a Changing Landscape

However, Epic!’s foray into physical merchandise isn’t happening in a vacuum. The company’s recent change in ownership adds a layer of complexity to its strategic outlook. After being acquired by Byju’s for $500 million in 2021, Epic! was sold to TAL Education Group for a significantly lower $95 million earlier this year, a result of Byju’s financial struggles and bankruptcy proceedings.

“The sale to TAL is a clear indication of the challenges Byju’s was facing,” says a financial analyst familiar with the ed-tech sector. “Epic! was a valuable asset, but Byju’s needed to streamline its operations and raise capital.”

Now under TAL’s ownership, Epic! faces the task of revitalizing its brand and demonstrating its long-term potential. The Cat Ninja toy line is a crucial component of this effort. “This launch is about more than just selling toys,” says a source within Epic!. “It’s about building a recognizable brand and establishing a stronger connection with our audience.”

A Competitive Market

The children’s entertainment market is notoriously competitive. Epic! will need to differentiate itself from established players like Disney, Hasbro, and Mattel, as well as emerging digital brands. “It’s not enough to just have a popular character,” says the industry analyst. “You need to offer a compelling play experience and create a loyal fan base.”

Epic! is hoping that its data-driven approach, combined with its strong digital presence, will give it an edge. By understanding its audience and tailoring its products to their needs, the company believes it can carve out a niche in the crowded marketplace.

Looking Ahead
The initial response to the Cat Ninja figurines has been positive, but it’s still too early to gauge their long-term success. Epic! plans to expand the toy line in the coming months, adding new characters, accessories, and play sets. The company is also exploring potential partnerships with retailers to expand its distribution beyond its own e-commerce platform.

Ultimately, the success of Epic!’s foray into physical merchandise will depend on its ability to connect with consumers, deliver a compelling play experience, and navigate a rapidly evolving market. The Cat Ninja toy line represents a bold step forward for the company, but it’s just the beginning of a longer journey to build a lasting children’s entertainment brand. The move, while seemingly simple, signals a larger, more calculated direction for the digital platform, hoping to turn a beloved character into a household name.