‘In My Pocket’ was created in 1989 by the British toy company Matchbox; however, this was not on the cute animals you see today.  They were, in fact, monsters! Ghouls, beasts, all kinds of creepy crawlies and nasty creatures – even dinosaurs!

The line of toys was successful, but not without controversy in the UK (owing to the depictions of a Hindu God as a ‘monster’).  The series was also successful in many other countries across Europe, reaching the USA, Australia, and even Japan. 

In 1992, a new toy company came to fruition - Vivid Imaginations, created by two ex-employees of Matchbox in the UK.  Initially, they had success with boys’ toys with lines such as Captain Scarlet, however they turned their attention to the girls’ market where in 1994, ‘Puppy in My Pocket’ was created.  This was closely followed by Kitty in my Pocket, and later Pony in My Pocket, Baby Surprise, and Teddy in my Pocket.

The figures were initially issued as blind bag figures that came with a corresponding card giving you the name and brief backstory of the animal, as well as details in the same vein as a Top Trumps fact card.  

The figures were soon available to buy in blister packs of several figures, and numerous playsets were released.  The company also produced mail order exclusives that you could send away for by utilising the points on the back of packaging, and the line went so far as to produce promotional toys in cereal.  The license was also acquired by other companies to make numerous items of the line, including confectionary, board games, textiles, and much more.  

Towards the end of the 90’s, a license for Animal Hospital (a quintessentially British programme about caring for injured animals) was acquired, with support for the RSPCA, and this brought out a new line for the toys using the various In My Pocket animal lines.  These used special paints which interacted with cold water, giving animals ‘injuries’ to attend to.  However, this would also be the kiss of death for line, as they eventually fully merged with the Animal Hospital name, the moulds were updated, and the line as we knew it had gone.

There have been a few revivals after Vivid Imaginations was bought out in 2006, but nothing has compared to the heart and style of the original toys.