Global costume company Disguise – a division of toy products manufacturer JAKKS Pacific – has signed a multi-year licensing agreement for a wide range of Disney portfolio of brands in Europe, Middle East and Africa for dress-up, costumes and costume accessories, commencing in Spring 2022.

After being a North America costume partner for more than 30 years, this is the first time Disguise has held Disney costume rights in EMEA. 

Disguise said it is ‘poised to have a large and robust offering’ of its portfolio of Disney brand costumes with many different characters, sizes, and offerings for all age ranges. This expanded line will also leverage JAKKS’ expertise in every day dress-up and its toy line of feature costumes and accessories, including singing and light-up dresses, dress-up trunks and toyetic roleplay accessories.

Vtech Marble Rush

Placement in EMEA allows Disguise to celebrate a range of key international holidays such as Book Week, Carnival, Purim, Halloween, Diwali, Eid-Al-Adha, and Christmas. Adding to the mix is Disguise’s new SKUs that include adaptive costumes and wheelchair wraps.

“We are well positioned to expand our Disney offering across EMEA and build the business in Europe like it has never been done before. Our insight and experience will enable us to maximise the category from every perspective”

Tara Hefter, president and GM of Disguise

Tara Hefter, president and GM of Disguise, said: “We are well positioned to expand our Disney offering across EMEA and build the business in Europe like it has never been done before. Our insight and experience will enable us to maximise the category from every perspective. Disney has an endless catalogue of magical and inspirational characters and properties, creating endless possibilities to continue to innovate and deliver amazing product year after year. We are so pleased that Disney EMEA has recognized our expertise and 30-plus year history with Disney costumes in the US.” 

In anticipation, Disguise is ramping up a team of costume experts to expand on JAKKS’ existing EMEA team and footprint. These positions include sales, design, marketing, and logistics.

David Carscadden, managing director of Disguise, UK, commented: “We are busy building up our team for this effort, as well as solidifying our distribution channels and retail partnerships. In addition to our own expansion, we are also working closely with JAKKS on maximising the dolls, roleplay and dress-up businesses as well.”

close
Toys n Playthings Logo

Receive the latest news to your inbox

We’ll never send you spam or share your email address.
Find out more in our Privacy Policy.