JAKKS Pacific, Inc, a top manufacturer of toys and consumer products and its costume division, Disguise, announced a licensing agreement with EA to continue to design, market and manufacture toys, actions figures and costumes for the popular, free-to-play multiplayer game, Apex Legends in North America.
Developed by Respawn Entertainment, Apex Legends is an innovative battle royale game that continues to deliver a strategic, ever-evolving, high octane competitive experience to millions of active players around the world.
“Apex Legends has proven to be a key driver for us year after year at retail,” said Craig Drobis, SVP of Marketing, JAKKS Pacific, “We are excited to continue working with EA and Respawn to offer fans and collectors a robust line of toys and action figures that can be enjoyed all year round.”
Apex Legends delivers a squad-based battle royale experience where players select from one of 24 Legends – each with their own unique abilities and playstyles – as they compete to become the last squad standing. Players can choose from unique characters like Bloodhound, the tracker who can see recent enemy activity on the map, or Lifeline, a battlefield medic who can shield teammates and bring them back from the brink of death. Balanced squads and teamwork are critical, as each Legend is easy to pick up and learn, but challenging to master.
Apex Legends toys, action figures, collectibles and costumes will be available at retail in 2023.
The deal was brokered by Apex Legend’s Global Licensing Agent, Retail Monster.
Launched by an Executive Team that brings over 70 years of retail, buying, sales, marketing, finance, and licensing experience to its clients, Retail Monster LLC utilizes it relationships with best-in-class manufacturers and retailers to deliver strategic licensed programs to shelf. Established in March 2016, Retail Monster operates office locations out of Los Angeles, New York City, Orlando, Bentonville, Ark., and London, England.