Jakks expands into Halloween space

Jakks Pacific has moved into the Halloween market with the purchase of US firm Disguise.
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The firm says the deal will “firmly position Jakks in the Halloween industry and bolster its industry-leading position in the children’s dress-up category.”

A subsidiary of César, Disguise has a portfolio that includes non-licensed children’s and adult Halloween costumes, as well as licensed characters from the likes of Disney, Marvel and Mattel.

“Our entry into the Halloween industry is the next step in our acquisition strategy as we further diversify our portfolio with products such as Disguise costumes that should provide synergies with our existing role-play and dress-up business, while simultaneously positioning Jakks in the approximately $2 billion seasonal Halloween costume business,” said Jakks chief Steve Berman.

“We have been watching this business for years and believe we are going to inject some major league excitement into the celebration of Trick or Treat for both retailers and consumers with a great new variety of innovative product offerings for millions of fans of Halloween.”


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