Jakks Pacific is getting into the game — literally — to promote its new line of Apex Legends 6-inch scale action figures.
The “Legends Challenge” is an in-game initiative that will run Dec. 5-13 inside the Apex Legends battle royale game. The contest, created by Jakks Pacific and Blue Plate Media Services (BPMS) in collaboration with Playwire and Overwolf, will give gamers a chance to score in-game rewards, a brand-new gaming PC, and a set of Jakks’ new figures. Top esports players, including Eric Ngo (xBaronful) and Tanner Trebb (Rogue) will be getting into the competition.
A new initiative from @JAKKStoys & @BluePlateMedia is giving #ApexLegends players a shot at winning big in support of Jakks' new line of 6-inch scale action figures inspired by the hit video game. Details: https://t.co/wu7u4UmCPp#weknowplay pic.twitter.com/iHi0xjwlaV
— The Toy Book (@ToyBook) December 4, 2020
“What better environment to launch Apex Legends 6-inch action figures for collectors than right in the middle of the action,” says Kevin Feely, senior director, boys marketing, Jakks Pacific. “These collectible, game accurate figures are poseable, detailed, and have more than 25 points of articulation. This holiday, collectors can round up their squad and show everyone what Legends are made of.”
Playwire helps publishers amplify in-game revenue while Overwolf enables creators to build, distribute, and monetize in-game apps.
David Becker, president and CEO of BPMS says that the partnership between the companies allows Jakks to “align content with product in such an integrated, seamless, contextual play” by featuring the toys within the context of the game that inspired them.
Action figures based on Bloodhound, Pathfinder, and Wraith are available at retail now.