The Dominant Player in the Licensed Costume Space

Role play is the best way for kids — and adults — to break away from reality to experience life through a different lens and discover new identities. Rubies Masquerade (Rubies) is one of the best costume companies to help people do just that! With a vast portfolio of character costumes and strong relationships with licensors like Marvel, Warner Bros. Discovery, Mattel and Universal, Rubies makes everyday play a unique, authentic and memorable experience. Its strong relationships with licensors have played a key role in expanding the company’s range of licensed products, and it also recently led to an iconic, creative and meticulously accurate Beetlejuice collection and Deadpool and Wolverine collection, which is set to be released on the heels of the launch of “Deadpool & Wolverine”.

Prioritizing Attention to Detail

When the company developed its Deadpool and Wolverine collection, Rubies took its habitual collaborative approach in the design and development phase to ensure each collection item met the licensor’s (Marvel) standards in detail and quality at a mid-range price point. In fact, by using Rubies’ designers’ precise illustration and printing techniques, they were able to replicate the exact print patterns so well that one can even see subtle battle damage and dirt marks on the Deadpool suit.

Related:‘Deadpool & Wolverine’ Slashes Box Office Records

Intricate markings are also visible on the Wolverine costume, which is based on the comic book look. And it comes with the renowned mask that has symbolized strength, resilience and an indomitable spirit since Wolverine’s debut in the 1970s.

“With a movie of this magnitude, our goal was to capture the essence of these incredible characters and translate their iconic looks into real-life costumes that fans could enjoy for Halloween, professional cosplayers and everyday play,” says Fran Hales, head of portfolio and marketing, Rubies.

The Deadpool and Wolverine collection includes a range of costumes and accessories that cater to a diverse demographic and are available in sizes for anyone aged 14 and up. It even includes a ‘Dogpool’ costume so people can have their beloved furry friends join in on the fun.

Deadpool and Wolverine costume collection, Rubies Masquerade

However, the open communication between Rubies and Marvel, which has been built over many years, is what will really make this licensed costume collection successful. Without the licensor's trust and support, aligning on brand messaging would have been difficult, further hindering the collection's ability to create a meaningful connection with fans and drive sales.

Beetlejuice Collection

The creativity in the Beetlejuice collection also conveys Rubies’ deep commitment to exploring one’s imagination and experiencing new perspectives. This collection was produced by carefully studying the character and Beetlejuice’s quirks so fans could embrace their inner mischief-maker and be transported into Beetlejuice’s whimsical and bizarre world.

Just like the Deadpool and Wolverine collection, the Beetlejuice collection features costumes for everyone — men, women and kids. It also features an array of accessories including wigs, décor and a Beetlejuice shoulder sitter.

Beetlejuice costume collection, Rubies Masquerade

More Than Just Costumes

Not only do costume collections give everyday play an entirely new experience, but they are also a great tool for developing children’s and adult’s communication and social skills. Plus, they allow people to express their ideas and cultivate a better understanding of real-life situations in a more relaxed environment.

Hales says, “I adored dress up as a kid, I wore a Spider-Man costume perhaps way longer than maybe I should have. However, I found immense joy being the hero rather than just playing with the toy. You can’t match that feeling of stepping into the shoes (or jumpsuit) of your favorite character. By engaging in role play, individuals can tap into their inner storyteller, build confidence, and enjoy a playful form of self-expression.”

What’s Next!

Rubies isn’t stopping at Deadpool and Wolverine and Beetlejuice costumes. There is much more to come in 2024 and 2025 as the company will be expanding its licensed products and collections even further with “Despicable Me 4”, “How to Train Your Dragon” and “Gabby’s Dollhouse” properties. Alongside these collections, the company has added Hasbro and Bing to its portfolio of licensors and will also be at Brand Licensing Expo 2024 to connect with other industry professionals and forge more partnerships for 2025.

Rubies will continue its mission to provide fun and excitement for all ages, encourage creativity through everyday play products for every generation and produce good value products that are available to market however and wherever clients wish.

“The future is very bright for us, and we’re excited for a 2025 filled with more magical transformations, exciting partnerships and memorable moments that bring joy and inspiration to our customers and licensors!” says Hales.