Jazwares takes on master toy rights to Avatar: The Last Airbender

Its new deal with Paramount covers a consolidated play range that will roll out in North America next year, along with costumes and accessories for Dora, SpongeBob and Star Trek.
May 30, 2024

In the wake of last week’s Licensing Expo event, Jazwares has inked a series of deals with Paramount Global, including the acquisition of master toy rights to Nickelodeon’s Avatar: The Last Airbender franchise. 

The Florida-based manufacturer will make and distribute new Avatar toys, vehicles, dolls, plush and playsets to retailers worldwide next year. These rights have traditionally been split up among several licensees in the past, with McFarlane Toys (action figures), The Loyal Subjects (collectibles), Funko (Pop! figures) and LEGO (construction sets) all contributing to the toy program. 

Jazwares will also create ranges of costumes and accessories for Paramount properties including Avatar, Dora the Explorer, SpongeBob SquarePants, Star Trek and Yellowstone to roll out across North America in 2025. 

Although Avatar: The Last Airbender‘s finale aired on Nickelodeon in 2008, fans of the IP have rallied around a recent live-action adaptation that launched on Netflix in Q1. The show racked up more than 41.1 million views in its first 11 days on the streamer, and was ranked as the number-one Netflix series in 76 countries for the month of February. It has since been renewed for two more seasons. 

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