JAKKS REACHES THE GHOUL LINE IN NEW DEAL.

Byline: Brent Hopkins Staff Writer

MALIBU - Toy maker Jakks Pacific Inc. announced on Wednesday a monstrous deal for two master toy licenses with Universal Studios Consumer Products Group.

Jakks will produce action figures, vehicles, activity sets and role-playing items based on Universal's upcoming vampire hunter film ``Van Helsing'' and Universal Studios Monsters, including Frankenstein's monster, Dracula and the Wolf Man. Planning a spring release, Jakks officials hope both to capitalize on the publicity surrounding ``Van Helsing,'' which will premiere in May, and to build the storied ghouls into a long-running line.

``It's a classic theme, monsters, which we know kids love,'' said Michael Bernstein, Jakks vice president of marketing for boys. ``We really want to be a part of it.''

Though neither Jakks nor Universal would release terms of the deal, analysts welcomed the news as a positive step for Jakks' growth. The investment community, blasting the firm for relying too heavily on acquisitions and not enough on new development, had sharply criticized Jakks when it released poor second-quarter earnings figures in late July.

Pointing to the company's past success with WWE wrestling figures, analyst Dennis McAlpine of the independent research firm McAlpine Associates praised Jakks for picking up the licenses.

``Jakks is pretty good with that stuff. They've made a fortune off WWE, so why not try it with this?'' McAlpine said. ``If it works, it could be significant.''

Bernstein conceded that the WWE line isn't enjoying its best year, but industry followers said the monster figures could provide a nice cushion until the miniature wrestlers revive. Jim Silver, publisher of New York- based magazine Toy Wishes, said even if ``Van Helsing'' tanks, the classic characters will provide a strong presence for Jakks in the Halloween market.

``It's going to help grow the action-figure category,'' Silver said. ``WWE has always been very cyclical. While it's slowed down, in two to five years, I guarantee it'll come back. When you're on the roller coaster like that, you need to pick up other properties to pick up the slack while it's down.''

Rather than using traditional toy-sculpting methods for its figures, Jakks employs a computer-scanning technique to match actual likeness with the toy. This was key in Universal's decision to partner with Jakks, said Beth Goss, Universal Pictures Brand Group executive vice president, in a printed statement. It also helps lure in older consumers, which toy experts say will be important with a less-than-household name like Van Helsing.

``For the child who's looking for a way to play, vampire hunting isn't really an established play pattern right now,'' said Chris Byrne, an industry analyst with TheToyGuy.com. ``But up to 60 percent of the business goes to the adult male collector, so this is definitely a strategic move for them.''

Jakks' stock closed up 51 cents, or 4.11 percent, at $12.91.

Brent Hopkins, [phone]

brent.hopkins(at)dailynews.com