Footwear brand Skechers USA has tapped U.S. toy maker Jakks Pacific to develop a line of toys and products inspired by the Skechers lifestyle and entertainment brand, and the Twinkle Toes children’s footwear brand.
The long-term partnership encompasses 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. The Cabbage Patch Kids brand is owned by Original Appalachian Artworks.
“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,” says Michael Greenberg, president, 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 will launch a miWorld Skechers play set that lets girls build and design their very own miniature Skechers replica store. The play set will be compatible with the “miWorld Mall DreamPlay” app, which brings miWorld play sets to life on smartphone and tablet devices. Through the app girls can unlock interactive games, content-rich experiences and animation.
Jakks is also producing a line of Twinkle Toes Cabbage Patch Kids featuring miniature replicas of the real-life Twinkle Toes footwear, including light up versions. Some of the Twinkle Toes Cabbage Patch Kids will also wear Twinkle Toes apparel and backpacks.
Jakks expects to launch its Twinkle Toes Cabbage Patch Kids products this June and its Skechers miWorld play this Fall at retailers across the U.S.
“Skechers, especially the Twinkle Toes brand, has become one of the leading brands with girls today,” says Stephen Berman, chief executive officer 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. “We will also 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.”