JAKKS Pacific Launches Digital IP Division
Toy company JAKKS Pacific has launched a new global division focused on anime, manga, and digital-first IP. The move is a direct response to industry demand for content that is validated and scaled via digital channels before physical product rollouts. The strategy targets high-growth pop culture markets and creators.
- This new division from JAKKS Pacific has been in development for over two years and represents a strategic move to establish a strong presence in the rapidly growing anime and manga sector of the toy market. The first products from this initiative are slated for a 2027 debut. - A core component of the strategy involves creating premium, authentic merchandise for live events, performances, and influencer-driven activations, a market segment the company identifies as underserved. - This move mirrors competitor Hasbro's "Playing to Win" strategy, which focuses on becoming a "digital-first play and IP company" driven by its gaming division, Wizards of the Coast. Hasbro has also been leveraging AI to accelerate its concept and prototyping speed by a factor of ten. - The global toy market has seen licensed products grow to a record 32% of all sales, with the increasing mainstream popularity of anime and manga, fueled by streaming services, being a primary driver of this trend. - JAKKS has prior experience with digitally-native IP launches, such as its "Wild Manes" brand, which debuted with an animated series on YouTube Kids and an interactive Roblox game ahead of the physical toy release. - In 2016, JAKKS Pacific formed a joint venture called Studio JP with China-based Meisheng's Rising Anime studio to create and develop original animated content, indicating a long-term interest in owning the IP it commercializes. - Unlike competitors Mattel and Hasbro, who are increasingly focused on developing their own IP for film and television, JAKKS Pacific's stated strategy is to partner with major entertainment companies to commercialize their IP.
