JAKKS Pacific announced a partnership with Crunchyroll to design, manufacture, market, and sell a new line of anime‑based toys, cosplay, and collectibles. The collaboration will feature collectible figures, plushies, tech accessories, and cosplay items built around popular titles such as Solo Leveling, My Hero Academia, Chainsaw Man – The Movie: Reze Arc, Frieren: Beyond Journey’s End, and Black Clover, and will include a dedicated line for the upcoming Sekiro: No Defeat series. Crunchyroll’s library of more than 17 million paid subscribers provides a ready‑made fan base for the new products.
The deal marks JAKKS Pacific’s first major initiative under its newly formed anime division, signaling a strategic pivot into a rapidly expanding market. By partnering with Crunchyroll, the company gains direct access to a global audience that actively consumes anime content, creating a tailwind for merchandise sales that can offset the recent decline in its traditional toy and costume segments. The partnership also diversifies JAKKS’s revenue mix, reducing reliance on seasonal movie‑related launches and positioning the firm for more stable, long‑term growth.
Ariana Berman, Senior Director of the Anime Division at JAKKS Pacific, said: “As JAKKS continues its expansion into anime, Crunchyroll quickly rose to the top of our list of ideal partners. With its industry‑leading platform and content, Crunchyroll sets the standard for anime, and this partnership allows us to dive headfirst into a fast‑growing category and connect with even more fans worldwide.” Anna Songco Adamian, Vice President Global Consumer Products at Crunchyroll, added: “JAKKS Pacific shares our commitment to creating high‑quality products that resonate with fans around the globe. As demand for anime continues to grow worldwide, we look forward to working with JAKKS to expand our consumer product offerings to bring beloved properties to life in new and meaningful ways.”
JAKKS Pacific’s recent financial performance has been mixed. Net sales fell 11 % year‑over‑year in Q2 2024, 3 % in Q4 2024, and 3 % for full‑year 2024 versus 2023. Segment data show a 30.5 % decline in Action Play & Collectibles, while the Doll and Role‑Play division grew 6.6 %. The anime partnership is expected to help counterbalance these downturns by tapping into a new, high‑margin product line that can drive incremental revenue and improve overall profitability.
The partnership places JAKKS Pacific in direct competition with established toy and collectibles players such as Hasbro and Mattel, who also pursue anime licensing. By securing exclusive rights to Crunchyroll’s extensive library, JAKKS gains a competitive edge that could translate into higher market share within the anime merchandise niche. The collaboration also positions the company to capitalize on the broader trend of streaming platforms expanding into physical product ecosystems, potentially creating new revenue streams and strengthening brand loyalty among anime fans.
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