JAKKS Pacific’s costuming division, Disguise, is expanding its licensing partnership with Disney throughout Europe, the Middle East, and Africa.
In a multi-year agreement, Disguise will produce dress-up items, costumes, and costume accessories for various Disney brands in EMEA, starting spring 2022. A North American costume partner for Disney for over 30 years, this marks the first time Disguise holds Disney costuming rights in EMEA.
Growing its presence in the region will allow Disguise to develop product around a range of international holidays, including Book Week, Carnival, Purim, Halloween, Diwali, Eid-Al-Adha, and Christmas.
“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 maximize the category from every perspective,” said Disguise president and general manager Tara Hefter. “Disney has an endless catalog of magical and inspirational characters and properties, creating endless possibilities to continue to innovate and deliver amazing product year after year.”
Meanwhile, Disguise is staffing a team of EMEA costume experts — to bolster JAKKS Pacific’s existing presence in the region — in positions including 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,” said Disguise U.K. managing director David Carscadden. “In addition to our own expansion, we are also working closely with JAKKS on maximizing the dolls, role play and dress up businesses as well.”