By Allison Watkinson
TLL Reporter
Jazwares has secured several multi-contract licensing deals with Paramount Global to release toys, costumes and accessories for the company’s entertainment brands.
A subsidiary of Berkshire Hathaway, Jazwares is a global toy manufacturing and production company that represents a broad portfolio of wholly-owned and licensed brands.
Founded in 1997, Jazwares creates a wide range of play products and experiences including toys, costumes, pet products and virtual games.
“Jazwares has a proven track record of taking culture-defining brands—like Avatar: The Last Airbender and other Paramount franchises—and creating outstanding products for consumers to connect with,” said Paramount SVP, Lourdes Arocho. “We are eager to get these product lines of toys and costumes into the hands of fans everywhere.” As part of the new agreement, Jazwares will hold the master licensing rights to produce figures, toy vehicles, dolls, plush, playsets, costumes and accessories for Nickelodeon’s Avatar: The Last Airbender.
In addition to the master toy licensing rights for the Avatar franchise, Jazwares will also be responsible for producing licensed costumes and accessories in North America for a variety of Paramount owned entertainment properties.
These properties will include Nickelodeon’s Avatar: The Last Airbender and Paramount’s Star Trek, Dora, SpongeBob SquarePants and Yellowstone franchises.
“Joining forces with Paramount combines the world’s most beloved entertainment franchises with Jazwares’ unparalleled ability in authentically translating IP across toys and costumes like nobody else in the industry,” said Jazwares EVP, Judd Karofsky. “This is an amazing collaboration for Jazwares—to expand our portfolio with some of pop culture’s most iconic stories and characters into products we know fans are going to love.”
Jazwares upcoming licensed product collections for Paramount are scheduled to reach the retail market in 2025.
The multi-contract licensing partnership with Jazwares was facilitated by Paramount’s dedicated licensing and merchandising division, Paramount Consumer Products.
Paramount Consumer Products oversees all licensing and merchandising for Paramount and its subsidiary companies.
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