Mighty Jaxx acquires Kinetiquettes and Playe

Published on: 15th June 2022

Mighty Jaxx has bought the two companies as it bids to develop more products that live in both the physical and digital worlds. 

From L – R: Kelvin Chan, Woon Chong, Adeeb Md (co-founders, Kinetiquettes), Jackson Aw (founder and CEO, Mighty Jaxx), Bryan Tan (chief strategy officer, Mighty Jaxx), Chris Sng (founder, Playe)

Mighty Jaxx, a Singapore-based integrated future culture platform that designs and produces digital and phygital collectibles, has announced the multi-million dollar acquisitions of local companies Kinetiquettes, a high-end statue collectible company, and Playe, a specialised DTC platform of consoles, video games, collectibles, and action figures.

The annoucement comes soon after its recent Series A+ funding in excess of US$20m and is part of a growth strategy aimed at extending the company’s capabilities in and beyond the future of collectibles, and growing its global footprint.

The company said bringing Kinetiquettes and Playe under the Mighty Jaxx umbrella will allow all three companies to collaboratively evolve, develop better technical expertise, and increase product offerings.

“The physical collectible has always been our core business and while that will not go away, the intention is to take what we have and amplify it both digitally and phygitally. The acquisition of Kinetiquettes and Playe moves us closer to our creative vision of working towards connecting all our fandoms onto the MightyVerse,” said founder and CEO Jackson Aw.

“We are looking to develop real life experiences, the MightyVerse, digital collectibles and work towards a true hybrid phygital offering via our platform that will reimagine the full-experiential journey for all fans and create value for them.”

Kinetiquettes, known globally for its expertise in high-end statue collectibles, will offer opportunities for Mighty Jaxx to develop a new product category. Key to the acquisition is the addition of new significant licensed intellectual properties (IPs) into the Mighty Jaxx portfolio, where Kinetiquettes will bring on board cult gaming IPs such as Capcom’s Street Fighter, Monster Hunter, SNK’s King of Fighters, Arc System Work’s Guilty Gear and the wildly popular anime titles Attack on Titan and My Hero Academia, adding to the One Piece IP Mighty Jaxx already has in its portfolio. Both companies have already started exchanging technical know-how and resources to jointly develop new product line-ups in blind boxes, window boxes, single releases and statue formats that will carry the same signature-designed phygital offerings in both traditional and digital mediums for its global fandoms.

The Playe acquisition offers an opportunity to leverage Playe’s direct-to-customer channels, with an established business-to-business network in the world of pop culture that will greatly enhance the visibility of Mighty Jaxx products in stores.

Already armed with multiple DTC touchpoints locally, Mighty Jaxx will work closely with Playe to establish new business-to-business channels and multi-brand DTC touchpoints across Southeast Asia for a stronger omnichannel shopping experience.

“We are incredibly excited to join with Mighty Jaxx to exchange our know-how in creating new lines of products across a greater portfolio of character intellectual property. Coupled with new access to the Mighty Jaxx platform, fans can look forward to unlocking an immersive digital experience like no other,” said Adeeb Md, co-founder at Kinetiquettes.

Chris Sng, founder of Playe, added: “Together with Mighty Jaxx, we look forward to introducing the future of collectibles to our community through our DTC touchpoints and channels.”

Kinetiquettes and PLAe will continue to operate independently while actively collaborating under the umbrella of Mighty Jaxx’s management.



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