Laura Zebersky, President of Jazwares, talks about licensing, retail, and more in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: Over the past few years, Jazwares has expanded its product offerings into new categories. How important is diversification for the company’s portfolio?
LZ: We have diversified our portfolio with new product offerings in categories such as costumes and pets over the past few years. Bringing play and innovation into new areas — and aisles — remains a key strategy for Jazwares.
TB: A strong lineup of licensed properties now inhabits the Jazwares stable, including Pokémon, Star Wars, and All Elite Wrestling (AEW) — all of which can be considered evergreen. What are some notable trends that you’re seeing in the licensed toy space?
LZ: Within the licensed toy space, we have seen the amazing success of licensed properties that have multigenerational appeal with fan-favorite brands, such as Pokémon, Star Wars, and AEW, but also with newer properties that embrace the always-on content strategy as we have seen with CoComelon.
There is no doubt that Squishmallows continues to be a behemoth at retail. How does Jazwares plan to continue growth and innovation for the brand?
LZ: Well, we aren’t going to spill all our secret sauce, but I can tell you to be on the lookout for a year filled with viral marketing moments, hot collaborations, and lifestyle products that are geared toward our growing number of loyal fans.
TB: Access to hot products at a fair price has been a hot-button issue for independent retailers that lack the buying power of the big-box stores. How is Jazwares connecting with and supporting those stores?
LZ: Jazwares values our partnership with specialty retailers, and we will continue to find new ways to partner as we grow our business together. From new product launches to exclusive products, there are many ways to connect with this important retail channel.
TB: How does Toy Fair moving from February to September impact your business plans, and what’s your take on the trade show shift?
LZ: This move is fantastic for the entire industry as it now lines up with the retailer cycle for product selections. It also gives manufacturers the necessary feedback for making smart decisions on tooling and manufacturing.
TB: What are your overall predictions for the state of the toy industry and toy retail this year?
LZ: We are cautiously optimistic that the toy industry will have a solid year.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
