JAKKS Pacific Brings Boxing Robots to Life with Master Toy License for DreamWorks Studios’ Real Steel

by Jay Cochran
July 27, 2010
Leading U.S. toymaker, JAKKS Pacific, Inc. (Nasdaq:JAKK), announced today a master toy licensing agreement with DreamWorks Studios to manufacture, distribute and market a line of toys based on the live-action feature film, “Real Steel” from director Shawn Levy (“Night at the Museum,” “Night at the Museum: Battle of the Smithsonian,” and “Date Night”) and starring Hugh Jackman (“X-Men,” “X2,” and “X-Men Origins: Wolverine”). The agreement, brokered by licensing agent Striker Entertainment, includes action figures, accessories, playsets, role play, youth electronics, novelties, games and puzzles, Halloween costumes and more. JAKKS expects to launch the Real Steel product line in Fall 2011 to coincide with the film’s November premiere in theaters nationwide. “Real Steel,” from DreamWorks Studios’ partners Stacey Snider and Steven Spielberg, is currently shooting principal photography in Detroit and will be released in theaters by Touchstone Pictures.

“In this action-packed, futuristic drama, 2,000-pound robots replace human boxers”

“In this action-packed, futuristic drama, 2,000-pound robots replace human boxers,” said John Blaney, Senior Vice President of Marketing, JAKKS Pacific. “The robot boxers are incredibly intricate and physically astounding, and we believe they will translate extremely well to action toys. We are thrilled to partner with the powerhouse entertainment company, DreamWorks Studios, to bring to life their vision with a toy line created to appeal to both children and adult collectors.”

“Real Steel has tremendous potential to be a thriving toy line,” said Mark Sourian, Co-President of Production at DreamWorks Studios. “The story line is original and creative with a cast of unique and exciting robots to build into an extensive line of merchandise. We are excited to work with leading action figure company, JAKKS Pacific, to recreate the action and adventure of the film with a comprehensive product line.”

The new sport of robot-boxing is the backdrop for the action drama, “Real Steel,” which stars Hugh Jackman as a former boxer who gets one last shot at a comeback when he teams up with his long-lost son to train the perfect contender for the now hi-tech sport of robot boxing. The screenplay was written by John Gatins, produced by Don Murphy, Susan Montford, and Shawn Levy, and executive produced by Robert Zemeckis, Jack Rapke, Steve Starkey, Mary McLaglen, and Josh McLaglen. The film also stars Evangeline Lilly (“Lost”), Kevin Durand (“Lost”), Anthony Mackie (“The Hurt Locker”), and Hope Davis (“About Schmidt”).


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