A brand new article in Toy Business Bible PLAYTHINGS has covered the breaking story of the global popularity being enjoyed by Ultimate Fighting Championships.  The story covers how Jakks (remember them? think "WWE") is going to get a lot of UFC branded playthings out on the market, and quickly.

 

Jakks Pacific is expanding the breadth of its Ultimate Fighting Championship rights through a sub-licensing deal with existing Mixed Martial Arts collectibles company Round 5.

The agreement gives both companies access to the most popular MMA fighters in order to manufacture, market and distribute action figures and related products under the UFC umbrella. As a result, Jakks and Round 5 now have access to a significantly larger MMA talent pool, one that including notables like Randy Couture, Andrei Arlovski, Matt Hughes, Jake Shields, Chuck Liddell, Forrest Griffin, Brock Lesnar and BJ Penn.

“This is truly a match made in heaven and we are excited to enter into this agreement with Round 5,” said Jeremy Padawer, Jakks’ Senior Vice President, Boys Entertainment Marketing. “As the master toy licensee for the UFC, Jakks can now offer MMA fans an entire world of action figures, accessories and other collectibles encompassing the most notable fighters in the fight world. The synergy between Jakks and Round 5 will ensure a cohesive and comprehensive merchandise offering at retail that will benefit all parties involved.”

Jakks’ UFC line of toys and collectibles is expected to be available at retailers nationwide starting this fall, with plans to roll toys based on newly acquired talent beginning as early as Spring 2010. Along with the full line of deluxe articulated action figures, JAKKS also expects to offer Octagon playsets, accessories and role-play toys based on the UFC, PRIDE Fighting Championship and World Extreme Cagefighting.

Markham, Ontario-based Round 5 currently produces articulated 6-inch collectible figures of UFC grapplers in slightly cartoonish representations. They range in price from $16.99 to $24.99.

Damon Lau, president of Round 5, said: “We are thrilled to partner with Jakks and UFC, and we are confident that our teamwork will produce a more comprehensive product offering for MMA fans. In addition, Jakks and R5 will facilitate marketing and distribution efficiencies at retail to increase exposure of our core product offerings. We are very excited to expand our line of 6-inch display collectible figurines and 10-inch display collectible statues with more of the biggest names in MMA.”