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| JAKKS Pacific and VIZ Media are teaming up on new Naruto toys and costumes launching in 2027. |
By Jon Scarr
JAKKS Pacific and VIZ Media are teaming up on a new Naruto deal that covers toys, role-play items, and costumes across the United States and Canada, with products planned for Spring 2027.
The agreement brings one of the biggest anime brands into JAKKS’ catalogue at the same time the company is building out a dedicated anime, manga, and digital creator platform with partners like Crunchyroll and hololive English. You can already see that plan in motion through JAKKS’ broader anime and manga platform announcement, its Crunchyroll cosplay and toy partnership, and its hololive English merchandise plans for North America.
For Naruto fans, that means an official line of figures and costumes coming to regular toy aisles and Halloween sections instead of being limited to imports or short-run specialty items.
Naruto Joins JAKKS’ New Anime Push
This Naruto announcement lands just days after JAKKS unveiled its new global anime, manga, and digital creator platform, a long-term initiative built around figures, collectibles, plush, tech accessories, costumes, and other role-play items launching from 2027 onward.
That platform already includes:
- A partnership with Crunchyroll to create toys, costumes, and collectibles tied to multiple series on the streaming service.
- A deal with COVER Corporation to bring hololive English merchandise to North America, covering figures, plush, role-play items, and novelty products.
Adding Naruto into the mix gives JAKKS a headline anime brand with decades of history and a built-in audience across manga, anime, and streaming services. VIZ Media serves as the global master licensor for Naruto, and the company is already the manga publisher and anime distributor for the series in North America.
Those moves make it clear that JAKKS wants anime to sit alongside its Nintendo, Sonic, and movie partnerships instead of being treated as a one-off test.
New Naruto Toys, Role-Play Items, And Costumes
Under the new agreement, JAKKS will handle design, manufacturing, marketing, and sales for a full Naruto product line in the United States and Canada.
The categories called out in the announcement are:
- Action figures
- Playsets
- Role-play items
- Costumes through JAKKS’ Disguise division
Virginia Reneau, Senior Vice President of Global Licensing at JAKKS, says the goal is to bring Naruto to life through a new range of toys that celebrate the original manga and its world. On the VIZ side, Laura Takaragawa, Vice President Consumer Products, describes JAKKS as a partner with a strong track record on fan-focused products for entertainment brands, which made the deal straightforward.
Exact product lists and character lineups will be shared closer to launch. For now, JAKKS and VIZ are only confirming that the deal covers action figures, playsets, role-play items, and costumes through the Disguise division.
Naruto’s Ongoing Pull For Toys And Collectibles
Naruto has been running in some form for more than 25 years. The manga first appeared in Japan in 1999, and the original anime adaptation ran for 220 episodes before the story continued through Naruto Shippuden and Boruto.
VIZ notes that Naruto remains one of the best-selling manga series worldwide and that it ranks among the most streamed anime on major platforms like Netflix and Hulu in the United States. That combination of long-running manga, a full anime run, and constant streaming visibility keeps the brand in front of new viewers while older fans circle back through it.
From a toy and costume perspective, Naruto sits in a comfortable spot between nostalgia and ongoing relevance. There is a large group of older fans who met the series through early TV airings, DVDs, or fansubs, and a steady wave of new viewers who meet Naruto for the first time on streaming services. A licensed toy and costume line timed for 2027 can speak to both sides at once.
It also gives JAKKS another anime brand that can support everything from small role-play items to higher-detail collector figures without needing to start from scratch on awareness.
Launch Timing And Regions For JAKKS’ Naruto Line
JAKKS and VIZ have only confirmed a broad launch window and territories so far. According to the announcement, the Naruto line is planned to:
- Debut at retail in Spring 2027
- Ship to the United States and Canada across toys, role-play items, and costumes
There is no word yet on specific retailers, price points, or which waves will hit first. Because this lines up so closely with JAKKS’ wider anime platform timing, you can expect more detailed reveals across 2026 as the company starts showing prototypes and early packaging for its new anime brands.
For now, the Naruto deal is another clear sign that JAKKS wants to treat anime as a long-term pillar, with toys and costumes designed to reach both new fans and people who have been following the Hidden Leaf Village for years.
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