Disguise Builds a Multiyear Extension Onto its LEGO Licensing Deal

Source: Disguise

Disguise Inc. — the costumes and seasonal division of Jakks Pacific — continues to build on its success, one license, and one brick at a time.

The company inked a deal with The LEGO Group for a multiyear extension of the global rights to design, market, manufacture, and distribute a full range of LEGO costumes and accessories for kids and families around the world. Disguise and LEGO first locked bricks back in 2015, and Disguise credits the deal with helping to establish a global footprint for its costumes over the past six years.

“LEGO is a massive global brand that continues to lead and innovate in the toy world and has shown unprecedented growth, and we are pleased to continue our costume range with them,” says Disguise President and General Manager Tara Hefter. “We have enjoyed working with the LEGO team over the years through many innovative iterations and interpretations of classic minifigure characters, the LEGO brick, their hit series Ninjago and several of their lines that fall under the LEGO umbrella.”

LEGO Star Wars Costumes launched in 2020 | Source: Disguise

It’s been a busy year for Disguise. The company recently inked deals to create costumes and accessories for Ghostbusters, G.I. Joe, Bluey, CoComelon, the Universal Brand Development portfolio, Sonic the Hedgehog 2, PAW Patrol: The Movie, Nintendo’s Kirby, and Moonbug’s Blippi, in addition to a deal with Funko to produce a line of Pop! Masks.

According to Hefter, “Disguise matches the level of quality and innovation that the LEGO brand maintains in all their products. This is proven out year after year in stores and online through the solid retail performance of this Disguise line. We are proud to continue the tradition for the years to come.”

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.