Universal’s Legendary Shark Circles Back with a Blockbuster Licensing Wave
Prepare to celebrate great white sharks, practical effects, and John Williams’ haunting score — JAWS is turning 50. To mark the milestone, Universal Products & Experiences has sunk its teeth into a shark-sized licensing program honoring Steven Spielberg’s award-winning film that kicked off the era of the “summer blockbuster.”
“Since the release of JAWS in 1975, there have been numerous products inspired by the film, ranging from toys and collectibles to clothing and accessories,” says Melissa Rodriguez, Vice President of Global Franchise Strategy for Universal Products & Experiences. “Over time, we’ve offered fresh creative alignment with trends and teamed up with various new licensees to offer a fresh perspective on these items, all while staying true to the film’s legacy and ensuring that the nostalgia remains intact.”
NECA's Sam Quint action figure includes accessories like the character's gun. | Source: NECA
Fans can play The Game of JAWS to celebrate the anniversary. | Source: NECA
Kids can color sharks and more with Scholastic's The Official JAWS Coloring Book. | Source: Scholastic
With products like The Official JAWS Coloring Book from Scholastic, JAWS Pinball from Stern Pinball, and a range of action figures from NECA — alongside an updated version of Ideal’s classic The Game of JAWS — retailers can expect a feeding frenzy online and in stores. According to Rodriguez, creating these items is a collaborative effort, much like the Orca’s famed shark hunt. “From the LEGO Ideas JAWS set, which brings the Orca and one of cinema’s most iconic scenes to life, to a Little Golden Book that reimagines JAWS for a younger audience in a fun and light-hearted way, we offer a wide range of products and partnerships that cater to both longtime fans and new ones,” she says.
Caregivers can introduce their kids to the PG film with Mattel’s Fisher-Price Little People Collector JAWS set. “This is really a set for collectors and fans alike,” says Julia Maher, Senior Marketing Director of Fisher-Price. “Fans can sink their teeth into this set, which includes the three lead shark hunters — police chief Martin Brody, oceanographer Matt Hooper, and veteran seaman Quint, all reimagined in signature Little People style. And when you see it in package, that moment comes to life in such a fun way, featuring the legendary shark himself! This is a great way to display the whole moment from the film and celebrate JAWS. The package is full of Easter eggs for fans to ‘hunt.’”
BigMouth's limited-edition JAWS collection includes the Giant Shark Pool Float. | Source: BigMouth
Families can dive in with BigMouth's JAWS 50th Anniversary Shark Pool Noodle. | Source: BigMouth
With BigMouth’s Limited Edition JAWS 50th Anniversary collection, consumers can continue to ride the celebratory wave. Featuring two water toys, the Shark Pool Noodle ($19.99) and Giant Shark Pool Float ($74.99), the line was created for collectors, fans, shark enthusiasts, and casual pool enjoyers alike. The float is shaped like the great white’s mouth, so families can jump into the iconic shark’s “jaws” without the consequences.
“One of the coolest (and most challenging) parts was designing the shark’s mouth,” explains Heidi Ong, Communications and Marketing Director at BigMouth. “Getting that dramatic open-jaw shape just right — with the sharp angles, depth, and iconic expression — took a lot of creativity and engineering. But our [BigMouth] team nailed it, staying true to the original design while making it totally float-worthy.”
In addition to products, consumers can celebrate the IP through various licensed events and experiences. Starting Sept. 14, the Academy Museum of Motion Pictures will showcase JAWS: The Exhibition. In addition to a gift shop with exclusive products, visitors can view the single surviving “Bruce” the shark from JAWS and discover props, costumes, concept art, and more.
Alamo Drafthouse Cinema will also host JAWS Movie Party screenings, which include licensed popcorn buckets, merchandise, and themed food. This will also occur in Martha’s Vineyard, the filming location for the fictional Amity Island.
Due to the nature of the licensing program and the film’s enduring impact, retailers of all sizes can likely find JAWS 50th Anniversary products to hook their target audience.
Whether customers are searching for JAWS-inspired children’s books, collectibles, toys, apparel, or experiences, they’ll find something with bite. As BigMouth’s Ong sums it up, JAWS is more than just a movie — it’s an iconic moment, a bold piece of pop culture art, and a nostalgic thrill that still makes waves.”
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A version of this feature first appeared in The Toy Book‘s Licensing & Entertainment (+Baby!) Issue. Click here to read the full issue!
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