Disguise Inc. – the Halloween costume division of the toy and consumer products manufacturer, JAKKS Pacific – has renewed its licensing partnership with Microsoft and its hit gaming brands Halo and Minecraft.
The renewal will give Disguise the worldwide rights to design, market, manufacture and distribute Halo costumes and accessories for an additional three years and Minecraft for an additional two. The renewal will kick off in 2021.
Microsoft brands continue to be top performing licenses for Disguise, while according to the dress-up specialist, Minecraft is seeing explosive growth with new players coming into the franchise, especially during “safer at home” practices with Covid.
Disguise has since described the partnership as a ‘huge win’ for 2020. Meanwhile, Halo continues to perform with solid sales every year due to a strong fan base and continued support from the gaming community. The release of Halo Infinite in 2021 is now tipped to drive big sales next Halloween.
“Fan engagement in video games continues to rise as gamers are exposed to these brands on a daily basis versus tent pole films which have struggled this year with theaters being closed. We are proud to be the sole global costume partner for these Triple-A games from Microsoft,” said Tara Hefter, EVP and GM of Disguise, Inc.
“Gamers expect quality, and Disguise has extensive experience in developing top quality costumes and accessories for video game brands, enriching the fantasy element of dressing up as your favorite character. The amazing characters Microsoft brings to the table and our expertise are the perfect combination for success. We look forward to further expanding both businesses domestically and internationally over the contract term.”
Owned by JAKKS Pacific, Disguise has carved out a strong foothold in the market for licensed video game costumes both holding licenses for several large brands.