JAKKS Pacific Acquires skin care and color cosmetics brand C’est Moi

By Deanna Utroske

- Last updated on GMT

image courtesy of JAKKS
image courtesy of JAKKS
The toy and kids consumer product company has opted to diversify its business a bit by adding makeup to its product portfolio. For C’est Moi the deal is a chance to reach more consumers around the world.

C’est Moi comprises color cosmetic and skin care products for children, primarily those working or participating in theater, dance, pageants, and similar on-camera or on-stage activities. The collection “target[s] kids age 4 to 12,” ​confirms a press release about the acquisition.

And C’est Moi has a relatable yet run of the mill nothing-on-the-market origin story: “…the 5-year-old daughter of the founder had a ballet recital. The little 5-year-old experienced a rash break-out after using harsh adult cosmetics for her performance and there was no skincare available on the shelves for a 5-year old to assist in before, during and after care. Thus, the birth of C’est Moi™, the solution – to address this necessity to plug the gap – thoughtful, safe yet fun range of kids’ cosmetics for parents’ peace-of-mind.”

Acquiring party

JAKKS designs and markets toys and related kids items under license with popular brands such as Star Wars, Nintendo, Disney Frozen, The Smurfs, Big Wheel, and more.

“Growth through acquisition is part of JAKKS’ DNA,” ​Stephen Berman, chairman and CEO of the company says in the release. “Over the years, we have acquired and internally developed and marketed products outside of the toy category including stationery, pet supplies, kids furniture, costumes and more.”

This latest foray into beauty, though, adds a new fast-growth market segment to the JAKKS’ mix. “Our acquisition of the C’est Moi skincare and performance makeup line complements our diverse portfolio, as well as expands our product offerings and distribution channels outside of the traditional toy market, while bringing innovation to new categories,” ​acknowledged Berman.

Children worldwide

C’est Moi will relaunch as a truly global brand next year. To help with that transition and otherwise grow the brand, JAKKS plans to keep some of the makeup company’s management team in place. While the press release isn’t clear about which or how many executives will be working with JAKKS, Jessica Tang, founder and creator of C’est Moi, comments (in the release) that “everyone at C’est Moi™ is thrilled to be joining the JAKKS family and to take the C’est Moi™ brand of skincare and performance makeup to a broader global stage.”

Tang is confident that JAKKS is the right company for the job: “JAKKS recognizes the importance of balancing children’s artistic dreams with the need to provide products that are appropriate to their age,” ​she tells the press. “Younger and younger kids today are struggling with skincare issues, and now more than ever parents are seeking products that will help their kids establish good skincare habits for healthy skin for decades to come.”

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