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Why Are There So Many Brand Collabs? For starters, a lot of these so-called “collaborations” are really just licensing deals. And licensing makes money—$355 billion in 2023. That’s a lot of Baby Yoda Go-Gurt. Grogurt?

From the original V-Pets, to Japanese exclusives, the anime’s Digivices, and more recently the Vital Bracelet, my life has been consumed by raising Digital Monsters.