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Jakks and Skechers to launch toy and product line

Leading U.S. toy manufacturer Jakks Pacific has entered into a long-term licensing agreement with Sketchers to manufacture, distribute and market a line of toys and products inspired by the lifestyle and entertainment brand, and the Twinkle Toes children’s footwear brand.

The agreement covers multiple product categories including collectibles, dress-up and role play, Jakks’ miWorld line of miniature play environments, and a line of Skechers Twinkle Toes themed Cabbage Patch Kids, which will launch in June.

Under the agreement, Jakks will launch a miWorld Skechers playset, allowing kids to build and design their own Skechers mini replica store. The Skechers playset will be compatible with the miWorld Mall DreamPlay app, which utilizes patented iD recognition technology to bring the miWorld playsets to life on smartphone and tablet devices. Unique augmented reality experiences brought to life by the app allows kids to interact with their miWorld avatar and their physical miWorld playset on their device screen through “hotspots” showcased in the app. Users can unlock interactive games, content-rich experiences and animation on their smart phone or tablet device.

Jakks is also producing a line of Twinkle Toes Cabbage Patch Kids featuring miniature replicas of Twinkle Toes footwear, including light-up versions. In addition, some Twinkle Toes Cabbage Patch Kids will wear Twinkle Toes apparel and backpacks.

“Skechers, especially the Twinkle Toes brand, has become one of the leading brands with girls today,” said Stephen Berman, CEO and co-founder, Jakks Pacific. “This long-term strategic partnership with Skechers will give Jakks the opportunity to leverage this top girls brand across a variety of toy lines, including miWorld and Cabbage Patch Kids. Our products will allow kids to play with the Twinkle Toes brand in new ways, including with our DreamPlay app to bring the physical miWorld playsets to life on tablets and smart devices. In addition, we will look to maximize the Twinkle Toes brand and its fun light-up feature across a new dress-up, role play and toy line launching in fall 2015.”

“Partnering with the nation’s third largest toy manufacturer provides us a unique opportunity to extend the reach of Skechers and our exceptionally popular Twinkle Toes footwear,” added Michael Greenberg, president of Skechers. “Not only is Twinkle Toes one of the leading kids’ footwear lines in the U.S., the brand also carries a high Q Score and is recognized by a majority of pre-teen girls. This strategic partnership with Jakks Pacific allows us to further engage girls in new ways through amazing products and fun experiences.”

Jakks expects to launch its Twinkle Toes Cabbage Patch Kids products in June 2014 and its Skechers-licensed miWorld play sets in fall 2014 at retailers nationwide.