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Jakks Pacific Tapped as Global Master Toy Licensee for ‘Apex Legends’

Jakks Pacific will be representing the Electronic Arts’ game in the toy sector.

U.S. toymaker Jakks Pacific has announced it has entered into a multi-year, global toy licensing deal with Electronic Arts to create an exclusive toy line based on the free-to-play video game, “Apex Legends.”

JAKKS has secured the worldwide rights to manufacture, market and distribute action figures and accessories, plush, role-play, toy weapons and blasters. A first wave of collectibles will launch at retail this October. JAKKS’ deal was brokered by licensing agent Retail Monster.

“Jakks has a great history of bringing characters to life from a number of high-profile franchises and our game is loaded with great characters to choose from, with new characters coming every season,” says Arturo Castro, vice president, brand marketing, EA Respawn Entertainment. “We’re excited to work with Jakks to bring our Legends to life outside the game.”

Since its launch, “Apex Legends” has amassed more than 70 million players and has enjoyed continued success through regular seasonal updates. Now in season five, “Apex Legends” has more than 1.6 million Twitter followers, and nine million followers on Twitch  with more than 25 billion minutes watched to-date.  

“’Apex Legends’ has a huge and growing fan base, and the breadth and depth of characters and their stories makes it perfect for a collectibles line,” says Craig Drobis, senior vice president, marketing, Jakks Pacific.  "We are very excited to introduce a full range of premium products, allowing fans to extend and showcase their affinity for this massively popular game."  

Since its debut, “Apex Legends” has seen opportunities in the licensing space. Along with the new JAKKS partnership, the video game has also signed Tycoon Enterprises in Latin America.

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