Dissecting the Success of Mighty Jaxx

Our collaborations with Jason Freeny have grown into a really important platform for us, and that’s been very intentional. Jackson Aw (Mighty Jaxx CEO & Founder) set out with the vision to create an art led / IP led creative studio for art toys, collectibles, consumer products, tech and beyond. Working with Jason, like every artist we collaborate with, including our in-house studio team in Singapore, sits at the core of what we do. We’ve always tried to be selective about where these applications show up.  The question internally is never “will this sell?”, it’s does this format genuinely add something to the character or IP?” So as an example, a brand like XXRay Hidden Dissectibles adds a fresh artistic approach to an iconic IP like One Piece because it’s unique and fresh for the fandom. However, this treatment would not work for Hello Kitty in the same way. So, working with our partners at Sanrio, under the design and curator of Jason we created the brand, Kandy. Again, a half and half figure but this time a softer interpretation, whilst still providing the look and freshness to the fandom of a truly art-led designed collectible. That discipline has paid off commercially, these brands consistently perform at retail and have become dependable franchises for our partners globally. Looking ahead to 2026 and beyond, we continue to expand our line of IPs in a very intentional way, and some IPs which we have announced as new additions in our portfolio include Digimon, Bleach, Naruto, Godzilla and Tamagotchi. We will build out deeper character ranges, explore different scales and formats with a strong focus on quality and coherence that complements volume.

The partnership with Jason Freeny is one that really elevates both parties,  Mighty Jaxx is a studio house, and the brands we create like XXRay and Kandy are good examples of that way of working. It’s not just about a visual style it’s also about process. There’s a lot of thought that goes into how each piece comes together, from concept and sculpting through to engineering and materials. The aim is always to respect the source material while also staying true to the creative language of the line with commercial success. That balance is something we work hard to get right.

Honestly it’s seeing the energy around Mighty Jaxx brands in real life. At shows like SDCC, NYCC, and DesignerCon, you really feel it. The fans lining up, coming back to the booth day after day, bringing friends, asking what’s coming next. Those interactions directly with fans are invaluable. DesignerCon in particular has been special because it brings together both hardcore art toy collectors and newer fans discovering the space for the first time. Watching those worlds collide around our products has been incredibly rewarding. On the commercial side, the response has been just as encouraging. XXay has become a proven line at retail, with strong sell-through and repeat orders from partners who see it as a dependable platform. That balance of strong fan engagement at events and consistent performance in stores is what really tells us we’re building big sustainable brands.

If people do choose to vote for us we would see it as recognition of the effort that goes into building design-led collectibles and brands in a commercially successful yet art-led respectful way. We’re proud of what the line has become, and we’re excited about where it’s going.