Jakks Pacific, the Malibu-based toy company that is making toys for The Mummy Returns (see 'The Mummy Returns to 3,397 Screens'), has executed a letter of intent to acquire the business of 21st Century Toys Inc., an Alameda-based company which specializes in high end 12-inch military action figures and vehicles, including the Ultimate Soldier lines.  Jakks plans to integrate 21st Century Toys into its Action Toys division, which currently makes World Wrestling Federation action figures as well as toys based on The Mummy Returns.

 

Though still a small company when compared with the giants of the toy industry, Jakks Pacific is growing quickly based on its high quality licenses.  The acquisition of 21st Century Toys, which is known for highly accurate military action figures with special attention  to every detail of uniforms, body armor, sidearms, etc., gives Jakks entr?e into the serious toy collectors' market.  It should be interesting to see if Jakks elects to keep a narrow focus on the military replica market or if they decide to make larger deluxe figures based on WWF stars or potential movie licenses.

 

The reluctance of the toy giants Hasbro and Mattel to acquire anything but the absolute top tier movie licenses (Tomb Raider and Harry Potter, respectively), has provided openings for smaller toy companies like McFarlane Toys ( Shrek , see 'McFarlane Fields Diverse Lineup') and Jakks Pacific (The Mummy Returns).  Many specialty retailers have still never carried Jakks Pacific toys, but that could change over the next few years, since Jakks has embarked on a very aggressive pattern of growth that has included the acquisition of major licenses and now an attempt to take over an important niche player in the toy collector market.