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.

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