Sponsored By

DreamWorks Taps Jakks Pacific for Real Steel

Jakks Pacific has been named master toy partner for DreamWorks Studios' upcoming live-action film Real Steel. Striker Entertainment brokered the licensing deal.Jakks Pacific is on board to produce action figures, accessories, play sets, role-play items, y

April 6, 2018

1 Min Read

Jakks Pacific has been named master toy partner for DreamWorks Studios' upcoming live-action film Real Steel. Striker Entertainment brokered the licensing deal.

Jakks Pacific is on board to produce action figures, accessories, play sets, role-play items, youth electronics, novelties, games and puzzles and Halloween costumes. The line will launch in fall 2011 to coincide with the film's release in November.

"In this action-packed, futuristic drama, 2,000-pound robots replace human boxers," says John Blaney, senior vice president of marketing at Jakks Pacific. "The robot boxers are incredibly intricate and physically astounding and we believe they will translate extremely well to action toys."

Real Steel stars Hugh Jackman and is directed by Shawn Levy (Night at the Museum, Night at the Museum: Battle of the Smithsonian and Date Night). Principal photography has begun shooting in Detroit, Mich.

"Real Steel has tremendous potential to be a thriving toy line," says Mark Sourian, co-president of production at DreamWorks Studios. "The story line is original and creative with a cast of unique and exciting robots to build into an extensive line of merchandise. We are excited to work with leading action figure company, Jakks Pacific, to recreate the action and adventure of the film with a comprehensive product line."

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like