Out of the Box

Jazwares is using creative thinking to evolve alongside the modern toy market.
Ben Roberts

June 23, 2022

A Squishmallow.
A Squishmallow.Jazwares

Toys are a vital part of growing up. With more emphasis on entertainment, video games and stories in children’s lives, the merger of intellectual properties and toys has never been more prevalent. Combine this with a toy and content market that is both rapidly evolving and growing worldwide, and the power of toy companies, the creativity available and the exciting innovations on the horizon become ever more apparent. Speaking with global toy company Jazwares, License Global uncovers the trajectory of today’s toy market and how content is playing a more significant part in that journey than ever before.  

“The toy business is rapidly evolving in two significant areas,” says Jeremy Padawer, chief brand officer,


. “The first is the fragmentation of content. Years ago, when pitched a new licensed opportunity, it would likely come from one of the key kids’ networks. Judging the value of that content was rather straightforward.  

“Is it a theme kids might embrace in toy play? Can we engage

in play with categories and features that fit the IP? And will the IP holder put enough time, effort and money into promoting the IP? Under this lens, a toymaker would pass on 98 out of 100 opportunities, with one being fringe and the other being extremely competitive. Today, there are so many more viable places to look for content. As a result, the barriers to entry for content makers have been lowered, and the number of passes increases multifold. Regardless, it’s an amazing time for independent creators of content in kids’ and collector consumer products.” 

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