Mighty Jaxx acquires statue digital collectible firms Kinetiquettes, PLAYe for “multi-million dollars”

Mighty Jaxx, phygital collectibles company in Singapore, has acquired Kinetiquettes, a statue collectible firm, and PLAYe, a specialised direct-to-consumer platform of consoles, video games, collectibles, and action figures.

The deals are worth multi-million dollars, Mighty Jaxx said in a statement.

The announcement, following its recent over US$20 million Series A+ funding, is part of Mighty Jaxx’s growth strategy to extend its capabilities in and beyond the future of collectibles. The startup has raised over US$40 million to date.

Kinetiquettes and PLAYe will continue to operate independently while actively collaborating under the umbrella of Mighty Jaxx’s management. The deals will allow all the three companies to collaboratively evolve, develop better technical expertise, and increase product offerings.

“The physical collectible has always been our core business. While that will not go away, the intention is to take what we have and amplify it digitally and phygitally. The acquisition of Kinetiquettes and PLAYe moves us closer to our creative vision of working towards connecting all our fandoms onto the MightyVerse,” said Jackson Aw, Founder and CEO at Mighty Jaxx.

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“We are looking to develop real-life experiences, the MightyVerse, digital collectibles and work towards a true hybrid phygital offering via our platform that will reimagine the full-experiential journey for all fans and create value for them,” he added.

Kinetiquettes works with renowned video game and anime publishers, such as Capcom, SNK, and Crunchyroll, and collaborates with top artists and sculptors. It will offer opportunities for Mighty Jaxx to develop a new product. Kinetiquettes will bring cult gaming IPs like Capcom’s Street Fighter, Monster Hunter, SNK’s King of Fighters, Arc System Work’s Guilty Gear and the wildly popular anime titles Attack on Titan and My Hero Academia.

At the same time, PLAYe is a specialised DTC platform for video games, action figures, trading cards, and collectibles. As an authorised channel for Sony Playstation, Nintendo, and Xbox, PLAYe breaks the barrier between online and offline geek shopping, providing thousands of games, collectibles and action figures to its legions of fans.

The PLAYe acquisition offers an opportunity to leverage its DTC channels. Its established B2B network in the world of pop culture will greatly enhance the visibility of Mighty Jaxx products in stores and supplement PLAYe’s offerings to create and complement a bigger community of avid game enthusiasts and collectors.

Founded in 2012, Mighty Jaxx designs and produces digital and phygital collectibles in partnership with individuals and brands such as Netflix, Formula 1, Hasbro, Toei Animation, Cartoon Network, Nickelodeon, Warner Brothers, Adidas. It claims to ship millions of phygital collectibles to over 80 countries worldwide yearly.

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It is building an integrated platform to empower future pop-culture brands with the end-to-end supply chain of collectibles, including artist development and incubation, proprietary IP operation, and providing global consumer access with new retail.

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