Jackson Aw’s journey from an avid collector to the founder of a globally recognised premium collectible company, Mighty Jaxx, is a remarkable story of passion, perseverance, and innovation.
Founded in 2012, Jackson’s company took the collectible toy market by storm, partnering with global brands and artists to produce limited-edition designer toys that blend pop culture with cutting-edge design.
In just over a decade, Mighty Jaxx has grown from a humble startup into a widely successful designer toy company, shipping millions of collectibles to over 90 countries.
Transitioning From Hobbyist To Entrepreneur
Jackson Aw’s love for collecting toys began in childhood, when he was captivated by the intricate designs and the creativity that went into making each piece. However, his journey from collector to creator was not without its challenges. Having studied interactive design, Jackson initially expected his career to lead him into a creative agency. Yet, after exploring the industry, he quickly realised it wasn’t for him. “I looked at the kind of work my seniors were doing in those places, and I thought it sounded kind of boring,” he shared. “And, how else could I go to work in shorts while, most importantly, feeling comfortable?” he joked.
While Jackson had a strong passion for art and toys, he lacked knowledge in manufacturing and logistics when he first ventured into the business. When he reached out to stores and distributors to strike production deals, many were skeptical of his abilities due to his young age and limited experience. To overcome these doubts, Jackson committed himself to learning the intricacies of production, distribution, and other essential aspects of running a business.
One of the driving forces behind Mighty Jaxx’s success has been its unique company culture, built around values of creativity, passion, and collaboration. Jackson describes the office as an extension of his home, where employees are encouraged to embrace the creative process. Music and spontaneous “jam sessions” create a relaxed atmosphere where ideas can flourish, and there’s a casual dress code, allowing everyone to wear what they feel comfortable in—Jackson, of course, often chooses shorts.
Hiring the right people, those who share his vision and passion, has also been essential to building a positive work environment. As Mighty Jaxx expands globally, Jackson remains focused on preserving this culture in new offices worldwide, believing it to be one of the company’s most valuable assets and priorities.
A key moment in Mighty Jaxx’s history was when Jackson collaborated with local artist Clogtwo, whose design, “Hell Lotus,” became the company’s first release. Despite having to learn and understanding sculpting techniques and 3D printing from scratch at the time, he was determined to produce something unique, even if it meant countless rounds of trial and error.
Unfortunately, sales was very poor – with customers buying only 20% of the first run. This just fueled Jackson even more, and he went around to individual retail outlets trying to sell the entire batch. After successfully doing so, he used the small amount of profit he made to develop his subsequent toy and figurine lines, ultimately building the Mighty Jaxx designer toy empire.
Licensing Batman, Bugs Bunny, Garfield, Minions And More
While Mighty Jaxx initially focused on producing its own original designs, the company’s big break came when Jackson secured a licensing deal with Warner Bros. to create DC Comics-inspired collectibles. This deal opened doors for more partnerships with major brands like Nickelodeon, Hasbro, and Formula 1.
Jackson attributes this success to a pivotal moment when he took a huge “leap of faith”. In 2015, he had the idea to licence Warner Brother’s DC Comics, but did not manage to obtain it as his company was still really small and also did not have any historical support that they could pay for the license.
However, Jackson remained persistent and managed to contact the global head of consumer products for Warner Brothers in the US, who agreed to speak to him about a potential opportunity.
Jackson got on the next flight from Singapore to California. Spending 15 hours in economy class “was not the best way to prepare” to pitch his ideas in a 15-minute meeting with the Warner Brothers representative.
As fate would have it, Jackson scored the licencing deal, eventually leading to a coveted contract agreement for US$250,000. Despite having just about US$100,000 in his bank account at the time, Jackson signed the deal.
The Art Of Combining Different Halves Into A Whole Success
One of the distinctive elements of Mighty Jaxx’s success lies in its ability to bridge Eastern and Western pop culture. Jackson recognised that while many Western designer toy companies primarily worked with local intellectual properties (IPs), there was a growing demand in Asia for collectibles based on popular Western franchises.
At the same time, he noticed an opportunity to bring unique Asian cultural elements to Western audiences. This dual focus has enabled Mighty Jaxx to create a unique niche in the market, where it combines global IPs with local artistic influences.
The company’s signature design, XXRAY, a collaboration with artist Jason Freeny, who Jackson had met in New York exemplifies this strategy. By reimagining iconic characters like Batman and SpongeBob SquarePants with Freeny’s anatomical cutaway style, Jackson thought that it was a brilliant idea even till this day.
This also helped Mighty Jaxx create collectibles that appealed to both Eastern and Western collectors from its unique style.
Innovating For A Global Collectible Empire
Jackson’s journey has not been without hiccups. From navigating the complex world of toy manufacturing to building a credible brand in an industry dominated by larger players, Mighty Jaxx’s growth was built on continuous learning and adaptation.
He recalls the initial difficulties of breaking into the China market, where culture and different IP consumptions made it challenging to understand what would work. However, his hands-on approach allowed him to improve processes and refine the company’s products.
Additionally, Jackson emphasises that running a collectible business is as much about managing relationships with artists and licensors as it is about creating great products. Finding artists who align with Mighty Jaxx’s vision and maintaining trust with brand partners have been crucial to the company’s ongoing success.
Today, Mighty Jaxx is a powerhouse in the collectibles industry, with a presence in over 90 countries. The company’s success is bolstered by strategic investments from major players like Tencent and East Ventures, which have helped propel Mighty Jaxx’s expansion into new markets. As the company continues to grow, Jackson has his sights set on new product categories, geographical expansion into Europe, and further development of the company’s digital offerings.
From Playtime To Prime Time
Jackson Aw’s journey from toy collector to the CEO of a global collectible empire is a testament to the power of passion, persistence, and innovation. By staying true to his vision and constantly pushing the boundaries of what is possible in the world of collectibles, Jackson has built a brand that resonates with fans across the globe.
As Mighty Jaxx continues to grow, Jackson remains rooted in the same love for toys and design that inspired him to start the company in the first place.
As for his piece of advice for aspiring entrepreneurs? “Stop thinking and just do it, start even if you don’t know where you’re going and let the wrongs point you the right way.” Jackson’s story is living proof that with the right mix of creativity, bold decisions, and a bit of risk, you can turn your passion into a global success.
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