Disguise, Inc.

Licensed Costumes and Costume Accessoriesdisguise.com

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

Licensed costume manufacturing
Halloween costumes
Costume accessories
Character costumes
Dress-up costumes

Where Disguise, Inc. is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Disguise, Inc. technology and API

Technology

Technology 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 signal

Partnerships

One partnership is on record.

JAKKS PacificcoreStrategic or Co-development PartnerDisguise 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 assessment

Direct 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. financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Disguise, Inc. leadership team

Management profile

Number of profiles

Disguise, Inc. funding detail

Funding detail

Funding 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 investment

M&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?

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.