Jakks Pacific Teams Up With Blue Plate Media Services

Source: Jakks Pacific/The Toy Book

Jakks Pacific is consolidating its global media planning and buying business across North America and EMEA under a new pact with Blue Plate Media Services (BPMS).

The Santa Monica, California-based toymaker will utilize BPMS’ services to market its full portfolio of toys, including those based on Nintendo’s Super Mario Bros. and SEGA’s Sonic the Hedgehog, along with original and distributed brands such as Kitten Catfe and ReDo Skateboard Co. BPMS will handle Jakks’ kid-focused account, working with the Jakks management team to create media campaigns for traditional TV, digital, social, and more. BMPS’ affiliate partner, Generation Media, will handle EU markets.

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“While the landscape continues to shift and evolve, we are committed to reaching our respective consumers and end-purchasers where they are most receptive to receiving motivation to purchase our products,” says Jared Wolfson, senior vice president, media and entertainment, Jakks Pacific. “The team at BPMS is a tremendous ally in helping us reach our intended audiences and drive sales, with strategic mixes that allow us to test, learn, and optimize our campaigns.”

Jakks Pacific recently reported Q3 earnings that took a hit largely due to soft sales of its Disguise Halloween costumes due to the ongoing pandemic. Despite the hit, the company experienced growth in categories such as Disney and its gaming licenses.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.