DreamPlay
Consumer Products

With widened losses, Jakks points to mobile-toy venture

The first quarter of 2013 saw sales increase 6.4% to US$78.1 million for California-based toymaker Jakks Pacific. But with losses rising to US$27.6 million from US$16 million in 2012, the company is harvesting momentum for the fall launch of its DreamPlay interactive toy line.
April 25, 2013

The first quarter of 2013 saw sales increase 6.4% to US$78.1 million for California-based toymaker Jakks Pacific. But with losses rising to US$27.6 million from US$16 million in 2012, the company is harvesting momentum for the fall launch of its DreamPlay interactive toy line.

Jakks president and CEO Stephen Berman said in a statement that the company’s first quarter represents roughly 10% of its projected sales for 2013. Top contributors to the quarterly sales uptick included core brands like Jakks-owned Fly Wheels, Disney Princess dolls, Fisher-Price ride-ons, outdoor and indoor preschool furniture and outdoor activity items from its Maui division.

This fall Jakks’ first DreamPlay products created in conjunction with Los Angeles-based JV partner NantWorks are set to launch. The toy-integrated DreamPlay line, in which Jakks first invested in September 2012 and continued to put US$7 million into this past quarter, will debut with Disney-licensed items before moving to other proprietary and licensed properties in 2014.

The products made their first appearance at CES this past January and use proprietary iD image-recognition technology to link a physical toy to interactive smartphone or tablet content like videos, animation and games.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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