JAKKS Pacific announces new Sonic the Hedgehog 2 toys and costumes

JAKKS Pacific and Disguise have announced a new line of toys and costumes launching in spring 2022 in celebration of Paramount Pictures’ feature film, Sonic the Hedgehog 2.

The new line of merchandise from JAKKS is set to include action figures, playsets, vehicles, plush toys and other collectibles just in time for the film’s international release.

Disguise, the costume division of JAKKS Pacific, will also be designing and manufacturing costumes and accessories inspired by characters from Sonic the Hedgehog 2, which will be available to fans this autumn.

“JAKKS Pacific is proud to celebrate the release of the new feature film Sonic the Hedgehog 2 with an all-new line of memorabilia commemorating the Blue Blur’s next great adventure,” says Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific, Inc. “With new waves of collectible action figures, cool new playsets, multiple sizes of plush toys, and an all-new radio-controlled Sonic Speed RC, there is something for every Sonic fan and collector.”

“We’ve seen such a great response from fans to the Sonic the Hedgehog products created by JAKKS Pacific, and we’re thrilled to continue working with them to celebrate Sonic the Hedgehog 2,” adds Alex Gomez, Director of Licensing & Partnerships for Sonic the Hedgehog. “We hope that fans of the Blue Blur will see the collection as a testament of our appreciation and create memorable Sonic experiences with the products for years to come.”

Through the collaboration, Sonic and JAKKS will launch the following new merchandise items:

  • Figurines – An all-new line of 4-inch figures including Dr. Robotnik, Sonic, Tails and Knuckles will be available at retail. Ages 3+
  • Plush Toys – The 9-inch plush assortment is based on fan favourite characters from the movie, Sonic, Tails and Knuckles, and will be available on shelves and online this spring. Additionally, a new 13-inch Sonic Plush will also be available exclusively at Target this spring.
  • Sonic Speed RC Set – The new Sonic Speed RC lets fans recreate the action from Sonic the Hedgehog 2. This set will be available at retail and includes an iconic ring-shaped controller for forward motion, turns and spinning action. The RC lights up when you select Turbo mode for that extra boost. The 6-inch scale articulated Sonic figure is removable. Ages 4+
  • Costumes and Accessories – Disguise has developed a range of Sonic the Hedgehog 2 costumes and accessories in Toddler, Child and Adult sizes, a dress version of Sonic and a Child accessory kit. All styles are coming to retail in stores and online this autumn.
    • Toddler – The Sonic the Hedgehog 2 Toddler includes a super soft jumpsuit with white sleeve cuff detailing, a soft headpiece with Sonic’s signature quills and an attached clear vinyl visor that can be worn up or down.
    • Basic Costume – Sonic Basic is a comfy hooded jumpsuit costume featuring a hood with the stiff felt ears and classic Sonic quills.
    • Classic Costumes – Sonic and his friend Tails both come in a Classic style version. Both costumes have a comfy hooded jumpsuit of velvet minky material with dimensional ears, embroidered eyes and quills for Sonic and a hair tuft for Tails.
    • Sonic Dress Costume – Disguise has also created a dress version of Sonic. This super soft dress with lightning detailing on the skirt comes with a pair of glovettes and a cute headband with Sonic’s signature quills and ears.
    • Sonic Deluxe Costume – This super soft jumpsuit with a detachable tail featuring a detailed Sonic headpiece with attached ears and inflatable quills to give this costume a true movie feel. Also includes a pair of Sonic gloves.
    • Sonic Accessory Kit for Children – The accessory kit comes with a headpiece with ears, inflatable quills, gloves and a pair of red foam shoe covers with lightning bolts.
    • Sonic Adult Unisex Jumpsuit – An extremely soft velvet minky hooded jumpsuit with Sonic’s signature quills and dimensional ears.
    • Hooded Jumpsuits – Disguise will also launch two Fancy Dress styles in the UK and US for Tails and Sonic. These comfy hooded jumpsuits feature stiff felt ears and classic Sonic quills. Stitched tails at the back give the Tails costume an authentic look.


Disguise announces Squid Game costume and accessory launch

Disguise, the costume division of JAKKS Pacific, is currently designing and developing costumes and masks based on Netflix’s hit series Squid Game for launch in North America and APAC in autumn 2022.

Disguise will design, market, manufacture and distribute a range of costumes and costume accessories featuring characters from the show. These styles will include a red Triangle Guard jumpsuit and teal “Player 456” Track Suit as well as a Squid Games Front Man mask and masks for Square and Triangle Supervisors.

Korean series Squid Game became a fast favourite on Netflix this year with over 142M views in just 4 weeks, becoming their most watched show to date.

Squid Game is a perfect addition to our vast array of costumes and offerings that cater to fans demanding a higher quality and a more detailed design that fully embodies the characters,” says Tara Hefter, EVP and GM of Disguise, Inc. “The show sets the stage for the perfect Halloween group dress-up opportunity and we anticipate the sell-in for this line to be incredible.”

All Squid Game costumes and accessories will be widely available at retailers in North America and APAC in store and online in 2022.

Disguise signs multiyear deal for Disney costume rights in EMEA

Disguise signs multiyear deal for Disney costume rights in EMEA

Leading global costume company Disguise, a division of toy and consumer products manufacturer JAKKS Pacific, today announced a multi-year licensing agreement for a wide range of Disney portfolio brands in Europe, the Middle East and Africa for dress-up, costumes and costume accessories, commencing in spring 2022.

After being a North America costume partner for over 30 years, this is the first time that Disguise has held Disney costume rights in EMEA.

Disguise is poised to have a large and robust offering with its portfolio of Disney brand costumes, with many different characters, sizes and offerings for all age ranges. This expanded line will also leverage JAKKS’ expertise in everyday dress-up and its toy line of feature costumes and accessories, including singing and light-up dresses, dress-up trunks and toyetic roleplay accessories.

Placement in EMEA will allow Disguise to celebrate a range of key international holidays such as Book Week, Carnival, Purim, Halloween, Diwali, Eid-Al-Adha and Christmas. Adding to the mix is Disguise’s new innovation SKUs that include adaptive costumes and wheelchair wraps.

“We are well positioned to expand our Disney offering across EMEA and build the business in Europe like it has never been done before. Our insight and experience will enable us to maximise the category from every perspective,” says Tara Hefter, President and GM of Disguise. “Disney has an endless catalogue of magical and inspirational characters and properties, creating endless possibilities to continue to innovate and deliver amazing product year after year. We are so pleased that Disney EMEA has recognised our expertise and 30-plus year history with Disney costumes in the US.”

In anticipation, Disguise is ramping up a team of costume experts to expand on JAKKS’ already existing EMEA team and footprint. These positions include sales, design, marketing and logistics.

“We are busy building up our team for this effort as well as solidifying our distribution channels and retail partnerships. In addition to our own expansion, we are also working closely with JAKKS on maximising the dolls, roleplay and dress-up businesses as well,” says David Carscadden, Managing Director of Disguise UK.



Nintendo, Sonic, and Disney Princess help Jakks Pacific to “an excellent” Q1 2021

An “excellent beginning” to 2021 has seen net sales at the international toy maker, Jakks Pacific increase 26 per cent for the first quarter of the year, to $83.8 million compared to the $66.6 million of the same period last year.

The results, the company has been quick to point out, mark the highest year over year first quarter sales growth since Q1 2015, with “significant improvement in sales, gross margin, adjusted net income, and adjusted EBITDA.”

The results, stated Jakks Pacific’s chairman and CEO, Stephen Berman, are reflective of the efforts that the company has made to “broaden its product line, reduce its operating costs, and cut interest expense.”

“During the quarter, we drove double-digit sales increases in all of our toy divisions: Boys, Girls and Seasonal. We saw strong sales of products tied to video games, including Nintendo, Sonic the Hedgehog and Apex: Legends, a near doubling of sales in Disney Princess, solid initial sales of Raya and the Last Dragon, and continued strength in Black & Decker,” said Berman.

“We also registered strong sales of our own brands such as Perfectly Cute and Redo Skateboards. These sales gains easily offset the expected sales decreases we saw in Frozen, Frozen 2, and Fly Wheels.

“We are especially pleased by our continued success in reducing our operating costs, as reflected by our strong increase in gross margin and lower SG&A costs. Looking toward the balance of the year, we expect to continue to benefit from lean retail inventories and lower operating costs.

“Our retail POS trends remain positive, and we have a well-balanced line of new and continuing products planned for the holiday season. As we have for our 27-year history, we will focus on proven play patterns and our partnerships with world-class license partners and highly recognizable brands.

“As 2021 unfolds, we expect to see a return to more normal patterns of shopping, gift-giving and celebrating Halloween. We believe we are set up very well for a year of increased sales, improved EBITDA and a strengthened financial position, which we expect to generate strong momentum and can position us well for 2022 and beyond.”

Net sales for the first quarter 2021 were $83.8 million, up 26 per cent versus $66.6 million last year. The increase was driven primarily by higher sales of products across the firm’s Toys/Consumer Products segment which were up 28 per cent globally.

Net sales of Disguise costumes were essentially flat compared to last year.

Jakks Pacific recently detailed an extension of its partnership with SEGA of America to expand on its already popular toy line based on the hit video game franchise, Sonic the Hedgehog. The firm also recently picked up the North America toy and dress-up rights to the upcoming PAW Patrol: The Movie, across both Jakks Pacific and its costume division, Disguise.