In spite of the fact that 2003 was a 'down' year for the American toy market in general, Jakks Pacific continued to expand its line of 'boys' toys' with new licenses and new properties to revitalize mature licenses. In 2004, these efforts will bear fruit as Jakks fields its first lineup of Mucha Lucha figures based on the popular animated series (see 'Jakks Gets Mucha Lucha License'), its first extensive line of action figures based on a major summer blockbuster movie (see 'Jakks Pacific Has a 'Stake' in Van Helsing'), and its first wave of Dragon Ball GT toys, which should help Jakks' Dragon Ball Z line maintain a strong sales level.
Jakks plans on alternating releases of Dragon Ball GT toys with new waves of Dragon Ball Z figures on a bi-monthly basis. Jakks is also producing 'gachapon-like' capsule toys, which it calls 'Chibis,' for many of its action figure lines. While Dragon Ball Z and DBGT will continue to dominate Jakk's anime-based releases, retailers should keep their eyes on another Jakks' anime brand, Yu Yu Hakusho, which also benefits from exposure on the Cartoon Network.
In contrast to Jakks' anime-based properties, which are seen on the Cartoon Network, Mucha Lucha is an integral part of the most popular Saturday morning broadcast block, the Kids' WB, where it continually ranks in the top five in all the key young male demographics. Jakks' initial Mucha Lucha line, which is due out this spring, includes both figures and play environments (such as the all-important wrestling ring).
Mexican wrestling, thanks to those masks, is inherently cooler than the more bombastic WWE bouts, but Jakks, which has the WWE license, has both bases covered. Jakks 2004 WWE line has plenty in store for older collectors, who remember Rick Flair in his prime or pine for Mick Foley or Andre the Giant, thanks to a line of action figures from the golden age of American wrestling.
