Craig Drobis | Source: Jakks Pacific / the Toy Book

Craig Drobis, senior vice president of marketing at Jakks Pacific, talks about brands like CoComelon and off-screen play experience in the Toy Book’s annual State of the Industry Q&A.

The Toy Book: How does Jakks Pacific come up with innovative takes on preschool toys inspired by digital-first entertainment brands like CoComelon?

Craig Drobis: As with every brand, the key is to understand what the appeal is to the consumer and how it can be applied to product in a new and innovative way. Sometimes, that innovation is spawned by the property itself. When it comes to a brand like CoComelon, it is the songs that really set it apart and appeals to preschoolers. So, the innovation comes from finding ways to bring the music, the stories, and the lessons to life through the product. It really isn’t so much about how or where the consumer engages with the entertainment. The only real difference is in how quickly digital has grown as a medium to reach anyone, including preschoolers.

TB: Jakks holds several licenses based on video games. Why is taking the play experience off-screen so popular?

CD: Much like a superhero from a comic is played with on an aspirational level, video game characters are similarly played. What that play is just depends on the game and the consumer. For the more older-skewing video games like Apex Legends, the play is posing and displaying your favorite Legend. The action figure is a physical representation of fandom and personal expression, as the personality of the Legend can represent the person or who they want to be. When it comes to Super Mario or Sonic the Hedgehog, the play is story extension from the game, re-creating levels kids have played or have seen others play. These characters are the heroes that appeal to consumers, and the figures and playsets are the conduits for imaginative play and story building.

TB: How much of your product offerings are geared toward adults and why are they so popular with this demographic?

CD: Jakks believes our products are made for kids and kids at heart, meaning we are really trying to appeal to the broadest age range, as many of our video game licenses in particular appeal to a broad audience in terms of who plays them. Our design team really imbeds themselves in the properties we work on, so they know and understand what makes them unique and appealing in order to translate it into the product. Whether someone purchases an action figure for play or to display on a shelf, it is the attention to detail the team adds, in terms of replication of the character they know and features from the property that bring it to life. It’s great when you hear someone say, “Oh, I can’t believe they included that” because we know the hard work and finer points are being appreciated. A company doesn’t have to make a $300 statue to appeal to an adult. If you make a great product at a great price, kids and adults will want to own it. 


This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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