Jakks Pacific is consolidating its global media planning and buying business across North America and EMEA under a new pact with Blue Plate Media Services (BPMS).
The Santa Monica, California-based toymaker will utilize BPMS’ services to market its full portfolio of toys, including those based on Nintendo’s Super Mario Bros. and SEGA’s Sonic the Hedgehog, along with original and distributed brands such as Kitten Catfe and ReDo Skateboard Co. BPMS will handle Jakks’ kid-focused account, working with the Jakks management team to create media campaigns for traditional TV, digital, social, and more. BMPS’ affiliate partner, Generation Media, will handle EU markets.
Related: State of the Industry Q&A 2020 – David Becker
“While the landscape continues to shift and evolve, we are committed to reaching our respective consumers and end-purchasers where they are most receptive to receiving motivation to purchase our products,” says Jared Wolfson, senior vice president, media and entertainment, Jakks Pacific. “The team at BPMS is a tremendous ally in helping us reach our intended audiences and drive sales, with strategic mixes that allow us to test, learn, and optimize our campaigns.”
Jakks Pacific recently reported Q3 earnings that took a hit largely due to soft sales of its Disguise Halloween costumes due to the ongoing pandemic. Despite the hit, the company experienced growth in categories such as Disney and its gaming licenses.