Jakks toys with Neopets
By Staff -- Playthings, 9/26/2007 7:17:00 AM
MALIBU, Calif. and NEW YORK—Jakks Pacific and Nickelodeon & Viacom Consumer Products have entered into a domestic master toy licensing agreement to produce a full line of toys and a wide array of other products based on Neopets, the global youth-focused virtual world.
The Jakks line will focus on plush Neopets toys from the vast portfolio of Neopets species and characters featured throughout the site. The agreement also covers action figures and accessories, playsets, Plug It In & Play TV Games, interactive toys, role-play products, vehicles, youth electronics, water toys, novelties, stationery, kites and craft activity toys.
Jakks' collectible plush Neopets are expected to hit retail shelves in early spring 2008, with figures, playsets and other Neopets products shipping to retailers nationwide for fall.
"This is a very exciting deal for us," says Stephen Berman, president and COO of Jakks Pacific. "Neopets is a remarkable property for kids and tweens. We know that members love collecting neopoints and other virtual items, and now they can collect Neopets products, as well. We plan to add engaging real world components to the already hugely popular virtual world of Neopia and maximize the deep online connection kids have with Neopets through a collectible roll-out strategy, which is one of Jakks’ core strengths."
In addition, the plush and other upcoming products will tie into a new multiplayer gaming and collecting experience, called "Neopets Key Quest." Plush toys will contain codes that allow kids to unlock virtual extensions of the toys to use as part of their play experience.
"We continue to provide our audience with new ways to play through Neopets’ multiplatform strategy," says Kyra Reppen, senior vice president and general manager of Neopets. "The next step is to take Neopets, a digital first property, and expand into the consumer products arena. We’re excited to launch Neopets Key Quest in conjunction with JAKKS’ toy line, which will offer our fans a truly convergent play experience within the virtual world of Neopets.
According to comScore MediaMetrix, in August, www.neopets.com had its highest month ever in total monthly unique visitors (U.S.), drawing more than 5.9 million, a plus-50-percent increase over last year, and remained the number-one tween entertainment site in the U.S. for average monthly time spent, 2 hours and 33 minutes.
Neopets is available in 11 languages, reaching nearly 12 million monthly unique visitors and logging over 300 million monthly game plays, according to the company's internal research.
"Neopets continues to innovate," adds Leigh Ann Brodsky, president of Nickelodeon & Viacom Consumer Products. "Our toy line with Jakks will create new ways for kids to play and interact with the site in the months ahead.Consumer products based on the Neopets brand will continue to expand to mass retail in 2008 in categories including toys, electronics, apparel, accessories, books and videogames. We are thrilled to have a creative partner like Jakks Pacific aboard as our master toy licensee."
