Tag Archives: jakks pacific

Stateside | Hit pre-school series Bluey makes play for costumes market with Disguise, Inc partnership

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Bluey, the hit children’s animated TV series from Ludo Studio and BBC Studios, is making a new play for the American costume and fancy dress market, thanks to a new partnership with JAKKS Pacific’s Halloween costume division, Disguise, Inc.

Under the partner, Disguise is set to design, market, manufacture, and distribute costumes and costume accessories for the popular animated property, starting this year. The new line will debut as a first-to-market launch at Walmart across the US.

Bluey is an Australian animation series that follows a six year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures. Aimed at pre-school children and their parents, the series champions the importance of unstructured play for enhancing children’s creativity and helping to develop their mental, physical and emotional resilience.

The series celebrates the joyful simplicity found in family life, role play, and imagination. A sensation with US audiences since its fall 2019 premiere, Bluey reached 16 million total views across Disney Channel and Disney Junior in Q4 2019.

“Bluey explores the important themes of family life, parenting and imaginative play. It has a huge fan base of preschoolers and parents that will be thrilled with our new line of Bluey costumes,” said Tara Hefter, EVP and GM of Disguise, Inc.

“Our new partnership with BBC Studios has created some exciting new additions to our 2021 line. We expect to see a positive reaction from fans and at retail this fall.”

Suzy Raia, VP consumer products and business development, BBC Studios, added: “Bluey is our fastest growing show in the US and we’re looking forward to this meaningful partnership with Disguise that will bring the Bluey characters to life with their high quality costumes and accessories.

“Bluey fans will now have the chance to dress up this Halloween and be a part of this sweet Blue Heeler family.”

Nintendo, Sonic, and Disney Princess help Jakks Pacific to “an excellent” Q1 2021

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An “excellent beginning” to 2021 has seen net sales at the international toy maker, Jakks Pacific increase 26 per cent for the first quarter of the year, to $83.8 million compared to the $66.6 million of the same period last year.

The results, the company has been quick to point out, mark the highest year over year first quarter sales growth since Q1 2015, with “significant improvement in sales, gross margin, adjusted net income, and adjusted EBITDA.”

The results, stated Jakks Pacific’s chairman and CEO, Stephen Berman, are reflective of the efforts that the company has made to “broaden its product line, reduce its operating costs, and cut interest expense.”

“During the quarter, we drove double-digit sales increases in all of our toy divisions: Boys, Girls and Seasonal. We saw strong sales of products tied to video games, including Nintendo, Sonic the Hedgehog and Apex: Legends, a near doubling of sales in Disney Princess, solid initial sales of Raya and the Last Dragon, and continued strength in Black & Decker,” said Berman.

“We also registered strong sales of our own brands such as Perfectly Cute and Redo Skateboards. These sales gains easily offset the expected sales decreases we saw in Frozen, Frozen 2, and Fly Wheels.

“We are especially pleased by our continued success in reducing our operating costs, as reflected by our strong increase in gross margin and lower SG&A costs. Looking toward the balance of the year, we expect to continue to benefit from lean retail inventories and lower operating costs.

“Our retail POS trends remain positive, and we have a well-balanced line of new and continuing products planned for the holiday season. As we have for our 27-year history, we will focus on proven play patterns and our partnerships with world-class license partners and highly recognizable brands.

“As 2021 unfolds, we expect to see a return to more normal patterns of shopping, gift-giving and celebrating Halloween. We believe we are set up very well for a year of increased sales, improved EBITDA and a strengthened financial position, which we expect to generate strong momentum and can position us well for 2022 and beyond.”

Net sales for the first quarter 2021 were $83.8 million, up 26 per cent versus $66.6 million last year. The increase was driven primarily by higher sales of products across the firm’s Toys/Consumer Products segment which were up 28 per cent globally.

Net sales of Disguise costumes were essentially flat compared to last year.

Jakks Pacific recently detailed an extension of its partnership with SEGA of America to expand on its already popular toy line based on the hit video game franchise, Sonic the Hedgehog. The firm also recently picked up the North America toy and dress-up rights to the upcoming PAW Patrol: The Movie, across both Jakks Pacific and its costume division, Disguise.

JAKKS Pacific extends global toy deal with SEGA for Sonic the Hedgehog

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JAKKS Pacific has renewed and expanded its global toy partnership with SEGA of America for the classic and modern versions of the hit entertainment franchise, Sonic the Hedgehog.

Under the extended partnership, JAKKS will design, manufacture, market, and sell Sonic the Hedgehog branded toy product lines worldwide, commencing in 2022. The agreement includes the rights to produce action figures, play-sets, vehicles, plush, and collectables.

JAKKS has seen wide success with the Sonic the Hedgehog IP since its introduction to the market in 2019, with product launches spanning big box retailers in-store and online. Its four-inch figures replicating modern and classic versions of Sonic were a hit with fans of all ages.

The introduction of the 2.5-inch figures and Green Hills Zone play-set last fall brought all new ways to play and recreate the action of this iconic zone from the video games.

“Our line of Sonic the Hedgehog products consistently hit the mark with retailers and fans, and we are excited to continue to develop innovative toys with SEGA that resonate on a global scale,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“Our Sonic figures, play-sets and plush have seen consistent sales growth since our partnership with SEGA began. There is more great product to be introduced for this Fall and for several years to come.”

Alex Gomez, licensing director at SEGA of America, added: “JAKKS Pacific has been an integral partner in bringing our vision for unique, high-quality Sonic collectibles to market over the past two years, and we’re ecstatic to expand our partnership them as we enter the next decade of the franchise.

“The new collection is sure to bring Sonic fun to new heights with merchandise tied to upcoming projects and will feature the Blue Blur in his Classic and Modern form, with something special for Sonic fans of every generation.”

JAKKS Pacific backs its Disney slate to lift toy sales following Q4 and full year 2020 declines

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JAKKS Pacific is heavily backing its Disney partnership and the boost in toy sales it expects to see over the course of the year, driven in part by the “extraordinary success of Disney+” and its new model of delivering content in the midst of the pandemic.

The toy firm highlighted its expectations to see a ‘return to more normal patterns of shopping,’ as it sets its sights on improved quarterly and full year results for the year ahead.

This week, JAKKS Pacific reported a 16 per cent drop in its fourth quarter 2020 net sales to $128.3 million, down from the $152.5 million the year prior. The decline, it says, was driven primarily by lower sales of Disney’s Frozen and Frozen II products, which were strong contributors to Q4 sales in 2019.

Net sales on the toys and consumer products segment were down 19 per cent globally, but were up 13 per cent with the exclusion of its Frozen merchandise.

Somewhat surprisingly, despite the restriction imposed by lockdowns across its major markets, fourth quarter net sales of Disguise Halloween costumes increased 91 per cent.

According to JAKKS Pacific’s chairman and CEO, Stephen Berman, fourth quarter results exceeded expectations for sales, gross margin, operating income and adjusted EBITDA.

In a statement issued this week, he cited “strong sales increases in Disney Princess, Nintendo, Sonic the Hedgehog, and Disguise costumes.”

“Since JAKKS was founded over 26 years ago, we have focused on proven play patterns and working with license partners with highly recognisable brands, and we believe this focus served us well in 2020 as parents of kids spending so much more at home were looking for products they knew and brands they trust,” Berman continued.

“Our efforts during the quarter, as they were all year, were directed at managing costs, ending 2020 with clean inventory, and preserving cash. This discipline allowed us to post the highest full year gross margin rate since 2016, and the highest fourth quarter gross margin rate in ten years.”

Looking at the year ahead, and JAKKS Pacific remains optimistic that results will improve as the world begins to emerge from the pandemic. The firm is also heavily backing its partnership with Disney and a slate of licensed releases this year, including Disney’s Raya and the Last Dragon, and Encanto.

“In addition, we believe that the extraordinary success of Disney+ has given families all over the world year-round access to Disney content, which will help keep kids connected to the characters they love and to cherish the toys we make based on those characters,” said Berman.

“We expect 2021 to see a return of more normal patterns of shopping, gift-giving, and celebrating Halloween. We believe our continued emphasis on core products, margin improvement and cash preservation will lead to improved results for 2021.”

Universal Brand Development opens vault to Disguise Inc for new Halloween dress up items

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The costumes specialist, Disguise Inc has expanded upon its North American partnership with Universal Brand Development to design, manufacture, and distribute Halloween costumes, accessories, inflatables, and more based on some of its most popular properties.

The expanded collaboration will mark the first time that Disguise has held multi-year portfolio rights for Universal properties, spanning the studio’s library of feature films, TV, vault and horror brands.

As part of the deal, Disguise is designing a new version of the popular inflatable Jurassic World T Rex costume to include updated innovations and modifications.

“Universal Brand Development’s portfolio is so versatile that it makes for a spectacular costume range – from franchise blockbusters like Universal Pictures and Amblin Entertainment’s Jurassic World, DreamWorks Animation’s Trolls and Illumination’s Minions to horror properties like Universal Pictures’ Frankenstein and Dracula to an amazing array of streaming properties and a massive vault of classic films,” said Tara Hefter, EVP and GM of Disguise Inc.

“Disguise is beyond thrilled to be collaborating with Universal Brand Development in such a meaningful way. And we look forward to the ultimate roll-out of our Halloween costumes and accessories later in 2021.”

Owned by JAKKS Pacific, Disguise is a leader in design and development of costumes and accessories with distribution across the world. Universal provides an array of new and classic characters to create a new line of products.

Disguise’s Halloween costumes and accessories for Universal Brand Development will be available online, at major retailers and Halloween specialty stores across the US from this autumn.

JAKKS Pacific extends SEGA deal for Sonic the Hedgehog 2 movie toys and dress up

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JAKKS Pacific has secured the global toy rights for the upcoming Paramount Pictures’ feature film, Sonic the Hedgehog 2 in a deal that will see the toy maker design, manufacture, market, and sell branded toy lines scheduled for 2022.

The agreement between JAKKS and SEGA of America will include the rights to produce new action figures, play-sets, vehicles, plush toys, and other collectables. Meanwhile, the toy maker’s costume division, Disguise, will be designing and manufacturing costumes and accessories inspired by the sequel film.

The new line of merchandise is an extension of the multi-year, global toy licensing deal forged between SEGA of America and JAKKS Pacific back in 2019, which featured top-selling collectables based on the Sonic the Hedgehog film released last year.

Items based on the first film included the Talking Sonic Plush, Sonic Baby Plush, and Spin Dash Sonic play-set.

“Sonic the Hedgehog 2 is sure to be a runaway hit in 2022. Given the success of the first movie and performance of our current Sonic the Hedgehog product line, we are excited to continue to develop toys that follow along with Sonic’s next great movie adventure,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“JAKKS brings decades of innovative product development experience to the table and will continue to bring to life these iconic characters in a wide variety of new and unique ways for kids and fans alike.”

Alex gomez, licensing director at SEGA of America, added: “We’ve seen such a great response from fans to the Sonic the Hedgehog products created by JAKKS Pacific, and we’re thrilled to continue working with them to celebrate Sonic the Hedgehog 2.

“We hope that fans of the Blue Blur will see the collection as a testament of our appreciation and create memorable Sonic experiences with the products for years to come.”

JAKKS Pacific, Inc. is a designer, manufacturer and marketer of toys and consumer products sold throughout the world, headquartered in Santa Monica, California.

Meanwhile, Disguise is recognised as a leading name in the design and development of Halloween costumes and accessories with distribution across the world. With a dedication to quality and detail, Disguise continues to own the licensed costume space with additional lines rolling out each year.

Nintendo taps Disguise Inc for Kirby costumes as global videogame licensing market ‘explodes’

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Disguise Inc, the costume division of the toy manufacturer, JAKKS Pacific, has secured a new partnership with Warpstar – the IP management affiliate of Nintendo – to design, market, and distribute costumes and costume accessories for the Kirby franchise.

The new deal will cover the worldwide distribution rights for the Kirby range, with the exclusion of Japan.

Costumes and accessories will be created in the style of the original Kirby from the video games and television animated series. The Kirby IP is co-owned by Nintendo and HAL Laboratory, Inc. with HAL Laboratory, Inc working with Nintendo to create Kirby software.

The game series includes 35 games and has sold approximately 74 million units worldwide. Kirby is also one of the top 50 bestselling video game franchises of all time. The critically acclaimed animated series Kirby: Right Back at Ya! included four seasons and 100 episodes.

“The demand for gaming-themed products has exploded in recent years, and Disguise is the worldwide leader in licensed video game costumes,” said Tara Hefter, EVP and GM of Disguise, Inc.

“The addition of Kirby is a natural fit for our portfolio, as Kirby is part of the Nintendo family and Disguise has been the costume partner of Nintendo since 2013. We are excited to expand our offering of Super Mario, Zelda and Animal Crossing characters with Kirby, and to bring this adorable pink character to life.

“The popularity and worldwide recognition of Kirby in pop culture merged with Disguise’s high-quality costumes will be sure to be a hit with fans globally.”

The Warpstar merchandising team said in a statement: “We work with licensees in a highly collaborative capacity, not only managing quality but also exchanging ideas and creative solutions throughout the design and development process. Disguise has shown time and time again the innovative solutions they bring to the table and that quality is at the heart of what they do.

“We are excited to be working with them on these new Halloween styles for Kirby and bringing them to market in 2021.”

Owned by JAKKS Pacific, Disguise is the top design and manufacturer of licensed video game costumes in the world. Disguise’s new line of Kirby costumes and accessories will be available online, at major retailers and Halloween specialty stores Fall of 2021.

JAKKS Pacific extends its global toy partnership with Nintendo for more Super Mario lines

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JAKKS Pacific has extended its global toy partnership with Nintendo of America in a deal that will see the toy maker continue to design, manufacture, market, and sell various Nintendo and Super Mario branded toys worldwide.

Over the course of the last year alone, JAKKS has launched a vast portfolio of Super Mario products to a global audience, and has most recently found success with its Super Mario It’s-A Me Mario! and the Boo Mansion play-set. Both performed well with physical and online retailers.

In addition to a raft of new 2.5-inch figures and play-sets coming in spring 2021, JAKKS will launch a broad line of new plush, varying scales of character-based figures, vehicles, and more.

“We are excited to continue our partnership with Nintendo which started in 2013 and has allowed us to ship tens of millions of figures to fans of the games worldwide,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“We have enjoyed celebrating 35 years of Super Mario this year alongside Nintendo. JAKKS will continue to bring to life these iconic characters in a wide variety of new and unique ways for both kids and fans alike.”

JAKKS Pacific is headquartered in Santa Monica, California and manages a broad portfolio of licensed and owned I.P. brands and products. These product lines include best sellers such as Super Mario action figures, multi-packs, diorama sets, plush, RC Racers, windup toys and play-sets.

Jakks Pacific lands sweet global toy deal with Haribo

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The US toymaker, Jakks Pacific, has entered into a multi-year global toy licensing deal with the Haribo Group to create a new toy line based on its popular, continent-spanning gummy confectionery products. Jakks has secured the North American and EMEA rights to manufacture, market, and distribute the range of collectables and activity sets.

The first wave of products to be developed under the partnership is scheduled to land at retailers from August next year and will mark the first partnership of its kind for the Haribo sweet brand.

Haribo was founded by Hans Riegel in the early 1920s when he established a small confectionery factory and produced the world’s first gummy bears. These would go on to become the iconic Haribo Goldbears, now popular around the world.

“We are thrilled to partner with Haribo in bringing to life a truly sweet line of toys and collectables that will appeal to collectors and Haribo fans of all ages,” said Jill Nordquist, SVP marketing, Jakks Pacific.

“The line features consumers’ favourite product pieces from the signature Goldbears to Twinsnakes, Happy-Cola and more. Just as the tagline says, Kids and grown-ups love it so, the happy world of Haribo.”

Haribo is recognised as the world market leader in the segment of gummy candies, distributing the brand name to over 100 countries. The confectioner is celebrating its 100th anniversary this year, celebrating its cross-generational appeal that boasts an impressive 97 per cent awareness in its key markets.

“This is our first-ever launch of Haribo licensing in the US and we’re proud to delight our consumers with collectables that inspire the childlike happiness that our brand is all about,” said Rick LaBerge, EVP and COO, Haribo of America. “We’re looking forward to our strategic partnership with JAKKS Pacific and continued collaboration in the future.”

Additional product extensions are already planned for 2022.