Disguise announces new Disney costume rights in EMEA

Published on: 20th October 2021

The move will allow the US costume company to produce costumes for a wider range of celebrations including Book Week and Diwali.

Costume company Disguise has announced a new multi-year licensing agreement for a wide range of Disney portfolio brands in Europe, Middle East and Africa.

Although the company has been a costume partner for over 30 years in North America, it is the first time Disguise has held Disney costume rights in EMEA. The licence, which covers costumes and costume accessories, will begin in spring 2022.

The Disney brand costumes will feature many different characters, sizes and offerings for all age ranges. This expanded line will also leverage parent company Jakks Pacific’s expertise in everyday dress up and its toy line of feature costumes and accessories including singing and light up dresses, dress up trunks and toyetic role play accessories.

The new agreement will allow Disguise to celebrate a range of key international holidays such as Book Week, Carnival, Purim, Halloween, Diwali, Eid-Al-Adha and Christmas. Adding to the mix is Disguise’s new innovation SKUs that include adaptive costumes and wheelchair wraps.

“We are well positioned to expand our Disney offering across EMEA and build the business in Europe like it has never been done before. Our insight and experience will enable us to maximize the category from every perspective,” said Tara Hefter, president and GM of Disguise. “Disney has an endless catalogue of magical and inspirational characters and properties, creating endless possibilities to continue to innovate and deliver amazing product year after year. We are so pleased that Disney EMEA has recognized our expertise and 30+ year history with Disney costumes in the US.”

Disguise is ramping up Jakks’ already existing EMEA team and footprint with new positions in sales, design, marketing and logistics.

“We are busy building up our team for this effort as well as solidifying our distribution channels and retail partnerships,” said David Carscadden, managing director of Disguise UK. “In addition to our own expansion, we are also working closely with Jakks on maximising the dolls, role play and dress up businesses as well.”


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