First quarter sales dipped for California-based toy company Jakks Pacific. The first portion of 2011 saw sales of US$72.3 million, compared to US$77.3 million in the first quarter of 2010, and the company reported a loss of US$10.6 million for the period, compared to a loss of US$5.2 million last year.

Still, Jakks is anticipating an increase in net sales for 2011 over last year of 3% to 4%, or US$770 to US$775 million. For this, the company is banking on top performers like Disney Princess and Disney Fairies dolls, dress-up and role-play products, the I Am T-Pain Microphone, SpyNet electronics, Cabbage Patch Kids dolls and Pokémon toys.

Jakks will also be rolling out initiatives based on its new boys-skewing animated TV series and related toy product line, Monsuno.  The company is the creator of the underlying Monsuno boys action property (52 episodes x half hours) and is serving as master toymaker for the coinciding toy line, both of which are expected to hit the US market next spring.

And to that effect, the company is continuing to move full steam ahead with the global expansion of Monsuno. Hunter Products has been recently named the exclusive marketing and distribution partner in Australia for toys based on the property.