Jakks Pacific’s costume company Disguise has licensed the rights to the burgeoning Afro Unicorn brand for North America and EMEA in a multi-year deal brokered by licensing agent Retail Monster.

Disguise will design, manufacture and distribute costumes and accessories based on the brand, which revolves around several diverse and magical unicorns who use their superpowers to help others and encourage kids to be proud of themselves. A first product range will launch in stores and online this fall.

Afro Unicorn’s focus on inclusivity, representation and Black beauty—pillars that are important to Disguise—make it a great partner, said president and GM Tara Hefter in a release.

Disguise contributes a significant amount of revenue to Jakks’ overall business, earning US$52.4 million in Q3 2022 (up 17% from the same period last year). For the year to date, the costume company’s sales have increased by 36% to US$134.7 million, and 2022 is on pace to be Disguise’s biggest year since it was acquired in 2008, according to Jakks’ most recent financial report.

To manage and build on this growth, Disguise has hired execs to fill three brand-new roles. Aneesa Beasley, former account director at UK costume-maker Smiffys, joins as head of sales for UK and Ireland. Also coming over from Smiffys is Meghan Bird, who moves up a level from account manager to senior account manager with the move. And finally, ex-Amscan VP Mike McGillion, who had been consulting with Disguise for the last 18 months, has accepted a permanent position as VP of sales for EMEA.

Costumes are a new product category for Afro Unicorn, which has been on a sharp upward trajectory in L&M since launching in 2019. In the last year alone, Florida’s Just Play got involved as the IP’s master toy partner, with plans to launch dolls, playsets and plush in 2024. Random House Books is publishing six books (pictured) from brand founder April Showers, and licensees including Komar (sleepwear), MAD Engine (apparel) and Jay Franco (bedding) are also contributing to the consumer products program.

On the entertainment front, LA-based studio Pure Imagination signed on earlier this month to develop and produce an Afro Unicorn animated series.