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

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

License Global

June 23, 2020

1 Min Read
apexlegends.png

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.

Read more about:

Jakks Pacific

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

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

You May Also Like