Disguise, Inc.
Disguise, Inc. is a wholly-owned costume division of JAKKS Pacific that designs, manufactures, and distributes officially licensed Halloween costumes and accessories for children and adults under major entertainment franchises including Disney, Nintendo, SEGA, and Minecraft, sold through Target, specialty retail, and direct e-commerce.
- Company typePrivate
- Founded1987
- HeadquartersPoway, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Disguise, Inc. does
Disguise, Inc. designs and manufactures officially licensed Halloween costumes and costume accessories for children (infant through teen), adults (men and women), and the broader dress-up market. Founded in 1987 and headquartered in Poway, California, the company operates as a wholly-owned costume division of JAKKS Pacific, Inc., and self-describes as the world's leading costume design and manufacturing company. Its product portfolio spans full costumes, accessory kits, wigs, masks, weapons, footwear, and decorative items, anchored by exclusive licensing agreements with major entertainment franchises including Disney (Disney Princess, Frozen, Little Mermaid), Warner Bros. (Batman/Batwheels, Harry Potter), Nintendo (Super Mario, Pokemon), Microsoft/Mojang (Minecraft), SEGA (Sonic the Hedgehog), Aniplex (Demon Slayer: Kimetsu no Yaiba), and others.
The company's underlying capability is licensed IP-to-product design combined with physical manufacturing and retail distribution at scale. Disguise generates revenue primarily through one-time retail sales of costume units, supplemented by licensing royalty arrangements with IP holders. Products reach consumers through a multi-channel distribution network: anchor mass-market retail partner Target (used for major product debuts such as the 2026 Hormel Foods costumes), global specialty retail, direct e-commerce via disguise.com, experiential retail, and promotional channels. Geographic markets served include the United States, with stated expansion into Europe and Australia tied to recent deals.
The go-to-market motion is licensing-led and retail-anchored: Disguise secures multi-year franchise licenses tied to upcoming theatrical and streaming releases (e.g., Sonic the Hedgehog 4 in March 2027, Minecraft sequel in 2027), designs and manufactures the associated costume lines, and secures shelf placement at major retailers to coincide with release windows. Recent moves — including the Hormel Foods CPG-brand licensing deal, the SEGA Sonic 4 multi-year agreement, expanded Aniplex/Demon Slayer scope, and the planned 2027 Global Anime Creator Platform — indicate a deliberate broadening of the IP base beyond pure entertainment franchises into CPG brand licensing, adjacent collectibles categories, and platform-level digital creator monetization.
Disguise, Inc. firmographics
Firmographics- Name
- Disguise, Inc.
- Legal name
- Disguise, Inc.
- Website
- https://disguise.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Disguise, Inc. is a wholly-owned costume division of JAKKS Pacific that designs, manufactures, and distributes officially licensed Halloween costumes and accessories for children and adults under major entertainment franchises including Disney, Nintendo, SEGA, and Minecraft, sold through Target, specialty retail, and direct e-commerce.
- Ownership category
- akta.pro rank
Disguise, Inc. industry classification
Industry- Product category
- Licensed Costumes and Costume Accessories
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (4581)
- SIC
- Costume Jewelry & Novelties (3960), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Costume & Cosplay Sewing Supplies Retail (CRALADAJ)
- akta.pro secondary industry
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
Keywords
Where Disguise, Inc. is headquartered
LocationHeadquarters
- HQ city
- Poway
- HQ country
- United States
- HQ region
- North America
Markets served
Disguise, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Costume Sales: Disguise generates revenue through the design, manufacture, and sale of costumes and costume accessories to retail consumers. Products are sold through retail partners and direct-to-consumer e-commerce.
- Licensing Royalties: The company operates under licensing agreements with major entertainment properties, paying royalties to IP holders while manufacturing and selling costume products.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Disguise, Inc. product offering
Product offeringCore offering
Disguise, Inc. designs, manufactures, and distributes officially licensed Halloween costumes and costume accessories for children, tweens, teens, and adults. The company holds licensing agreements with major entertainment franchises including Disney, Warner Bros., Nintendo, SEGA, Mojang/Microsoft, and Aniplex to produce branded costume products. Products are sold through major retail partners such as Target, specialty retailers, and the company's own direct-to-consumer e-commerce platform at disguise.com.
Product overview
Disguise, Inc. is a costume design and manufacturing company operating as a division of JAKKS Pacific. The company's core offering consists of officially licensed costumes and accessories organized into three main product lines: Child Costumes (spanning Infant through Teen age groups), Adult Costumes (Men and Women), and Accessories (including wigs, masks, weapons, footwear, and decorative items). The product portfolio is anchored by licensed character costumes from major entertainment franchises including Disney properties (Disney Princess, Frozen, Little Mermaid), Warner Bros. properties (DC Comics/Batwheels, Harry Potter), Universal/Nickelodeon properties (PAW Patrol, PJ Masks), video game franchises (Minecraft, Sonic the Hedgehog, Super Mario, Pokemon), anime properties (Demon Slayer: Kimetsu no Yaiba), and theatrical/movie franchises (Wicked, How to Train Your Dragon, Ghostbusters, Shrek, Kung Fu Panda). The company also announced development of a Global Anime Creator Platform for premium collectibles and digital creator content launching in 2027.
Differentiator
Problem solved
Functional benefit
Products and services
- Child Costumes Costumes designed for children across multiple age ranges including Infant, Toddler Boy, Toddler Girl, Child Boy, Child Girl, Tween Teen, Tween, and Teen categories. Sold through retail and e-commerce.
- Adult Costumes Costumes designed for adult consumers, segmented into Men and Women categories for Halloween, themed events, and dress-up occasions.
- Costume Accessories Accessory products including Accessory Kits, Decor, Footwear, Glasses, Gloves/Glovettes, Headwear, Jewelry, Masks, Noses, Tiaras, Ties/Scarves, Treat Pails, Wands, Weapons, Wigs, Wings, and Treat Bags sold alongside costume products.
- Minecraft Costumes Officially licensed Minecraft costumes and accessories with global licensing rights, renewed following the successful Minecraft movie release in April 2025.
- Sonic the Hedgehog Costumes Officially licensed Sonic the Hedgehog costumes developed under a multi-year SEGA partnership tied to the Sonic the Hedgehog 4 Paramount Pictures film.
- Disney Princess Costumes Officially licensed costumes featuring Disney Princess characters including Frozen and Little Mermaid properties.
- Wicked Costumes Officially licensed costumes featuring characters from the Wicked musical and film franchise.
- How to Train Your Dragon Costumes Officially licensed costumes featuring characters from the How to Train Your Dragon film franchise.
- Ghostbusters Costumes Officially licensed costumes featuring Ghostbusters characters from the Frozen Empire film.
- Paw Patrol Costumes Officially licensed costumes featuring Paw Patrol characters, including Paw Patrol: The Mighty Movie licensed products.
- PJ Masks Costumes Officially licensed costumes featuring PJ Masks characters for children.
- Super Mario Costumes Officially licensed costumes featuring Super Mario video game characters.
- Pokemon Costumes Officially licensed costumes featuring Pokemon characters.
Companies that use Disguise, Inc.
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Disguise, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Disguise, Inc. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- JAKKS PacificcoreDisguise is a division/subsidiary of JAKKS Pacific, Inc. The parent company provides strategic direction, licensing partnerships, and operational support for the costume division.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Disguise, Inc. competitors and assessment
Company assessmentDirect peers
- California Costumes: Designs and manufactures Halloween and dress-up costumes for children and adults, competing head-to-head in the same seasonal mass-market channels.
- Morris Costumes: US Halloween costume manufacturer and wholesaler with a broad catalog of licensed and generic costumes sold to mass-market and party retailers.
- Rubie's Costume Company: Largest US-based Halloween and licensed costume manufacturer with a comparable product range across children, adults, and accessories, serving mass-market retail and specialty channels.
- Fun World: Costume and Halloween accessory manufacturer with comparable product breadth including costumes, masks, and dress-up items sold through retail and wholesale.
- Forum Novelties: Costume and costume-accessory manufacturer and wholesaler serving Halloween, dress-up, and party retail channels with overlapping product categories.
- JAKKS Pacific: Parent company of Disguise and a direct peer in licensed toy, role-play, and costume product manufacturing with overlapping IP relationships and retail distribution.
Broad incumbents
- Spirit Halloween: Largest specialty Halloween retailer in North America; competes downstream by selling licensed and unlicensed costumes (including from manufacturers like Disguise) across seasonal pop-up stores.
- Mattel: Global toy and consumer products company with licensed character merchandise across Disney, Warner Bros, and gaming IP, including branded costume-adjacent role-play products.
- Hasbro: Diversified toy and entertainment company with significant licensed costume and role-play offerings tied to Power Rangers, Marvel, and other major entertainment properties.
Emerging players
- Elope: Specialty licensed costume and character headwear company focused on Disney, Marvel, and similar franchises — overlapping in accessory-led costume categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Disguise, Inc. social profiles
Digital presenceDisguise, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Disguise, Inc. leadership team
Management profileNumber of profiles
Disguise, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Disguise, Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Disguise, Inc.
What does Disguise, Inc. do?
Disguise, Inc. designs, manufactures, and distributes officially licensed Halloween costumes and costume accessories for children, tweens, teens, and adults. The company holds licensing agreements with major entertainment franchises including Disney, Warner Bros., Nintendo, SEGA, Mojang/Microsoft, and Aniplex to produce branded costume products. Products are sold through major retail partners such as Target, specialty retailers, and the company's own direct-to-consumer e-commerce platform at disguise.com.
Is Disguise, Inc. a public or private company?
Disguise, Inc. is a private company. It is classified as corporate owned and is currently operating.
When was Disguise, Inc. founded?
Disguise, Inc. was founded in 1987. It employs 101 to 250 people.
Where is Disguise, Inc. based?
Disguise, Inc. is headquartered in Poway, United States, in the North America region.
How does Disguise, Inc. make money?
Two revenue lines are on record. Costume Sales are the primary driver. The others are licensing Royalties.
Who are Disguise, Inc.'s main competitors?
Direct peers on record are California Costumes, Morris Costumes, Rubie's Costume Company, Fun World, Forum Novelties and JAKKS Pacific. Broad incumbents are Spirit Halloween, Mattel and Hasbro. Elope is listed as an emerging player.
Does Disguise, Inc. have an API?
No public API is recorded for Disguise, Inc..
What industry is Disguise, Inc. in?
Disguise, Inc.'s product category is Licensed Costumes and Costume Accessories. Its primary akta.pro industry code is CRALADAJ, Costume & Cosplay Sewing Supplies Retail, with a secondary code of CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings). Its NAICS code is 3159 and its SIC code is 3960.