To the untrained eye, the collectibles industry often looks like a game of pure hype: driven by trends, limited drops, and consumer frenzy. But the reality is far more complex. It is a game of logistics, intellectual property (IP) rights, and precise unit economics.
The Southeast Asian digital economy has shown remarkable resilience. The latest e-Conomy SEA 2025 report projects the region’s digital economy GMV will surpass US$300 billion, driven primarily by e-commerce growth, which currently stands at US$185 billion.
Yet, within this massive growth story, very few companies successfully navigate the transition from a “niche brand” to a scalable, profitable global platform.
Mighty Jaxx is one of those few.
When East Ventures first backed Mighty Jaxx, we were not just investing in “toys.” We were investing in a founder who understood that, to win in the long term, you don’t just need cool designs—you need a defensible business moat built on technology and supply-chain mastery.
Our “People and Potential Market” (2P) hypothesis guides every decision we make. Here is our thesis on Mighty Jaxx and how founder Jackson Aw’s journey in leading an EBITDA-profitable global company serves as a blueprint for sustainable growth in the creator economy.
The “People” thesis: Founder’s grit
For Jackson Aw, the barrier to entry was not creativity—it was the brutal learning curve of global trade.
In our recent interview, Jackson was candid about his early days in 2012. He did not start with a boardroom strategy; he started on factory floors in China.
“There were so many moments I felt like quitting; honestly, almost every day! But creating your own company means you can’t just be a ‘creative guy’—you are forced to learn everything from scratch.” — Jackson Aw, Founder of Mighty Jaxx
He recalled a specific moment of realization regarding the sheer complexity of the business: “Early on, customers asked if it was ‘FOB’ (Free On Board), and I was like, ‘What is that? What do you mean?’ I had to take a quick 101 course on every aspect of the business, end-to-end.”
This willingness to master the “boring” side of the business—logistics, shipping terms, and manufacturing processes—is what differentiates a hobbyist from a CEO. Later, it enabled Jackson to build a supply chain that accounted for the product’s complexity.
“I originally thought collectibles were machine-made. The truth is, hundreds of people work on each product. One person paints the eyes, another applies the base color, and so on. That realization gave me the heart to create,” he reminisced.
It requires a founder with the grit to learn logistics 101, the vision to implement tech authentication before it was cool, and the discipline to reach profitability.
“It is 50% belief from other people, and 50% pure grit,” said Jackson.
East Ventures has backed Mighty Jaxx since 2022, and the company has since reported achieving EBITDA profitability. In a fundraising climate where “growth at all costs” has been replaced by a demand for sustainable unit economics, this is a significant achievement. It was driven by a team of “the right people.”
“That was the key catalyst. In business, there are many issues to sort out, but most of all, it comes down to people,” shared Jackson.
“We hired great teams across all regions, enabling us to align quickly on our goals and the products we needed. Focusing on the right geography with the right people allowed us to achieve what we couldn’t previously.”
The “Potential Market” thesis: ‘Phygital’ collectibles
The potential market for collectibles in Southeast Asia is massive. Yet, it is also fraught with a specific challenge: trust. In a landscape where counterfeit products pose a significant threat to consumer trust, how does one build a high-value brand?
Mighty Jaxx’s answer was its proprietary “phygital” platform, which embeds Near Field Communication (NFC) chips into its physical products. This was a strategic move that solved two fundamental business problems:
- Authentication: NFC enables instant validation of a product’s origin, a critical value-add for collectors in the secondary market.
- LTV (Lifetime Value): By scanning the item, collectors enter a digital ecosystem, allowing Mighty Jaxx to retain users and gather data on their preferences.
This aligns with our broader observation in the consumer landscape: providing personalized experiences fosters brand loyalty and meets evolving consumer demands.
Jackson adds regarding product-market fit, “For our world, it lies between three variables: the price point, the IPs we represent, and our brand. These variables change with the macro environment and spending power. There is no right or wrong; we just need to understand those variables and create products that service them.”
With its proprietary phygital platform that directly addresses the market’s need for trust and data-driven personalization, Mighty Jaxx is strategically positioned to capitalize on this significant market growth.
Scaling with verticalization and global IPs
To date, Mighty Jaxx captures value across the entire pricing spectrum:
- Mass market: Accessible collectibles available in over 24,000 retail points worldwide.
- Super-premium: The launch of SuperKraft, a label dedicated to high-end, large-scale sculptures for serious investors.
“When we decided to do something really high-end [like SuperKraft], the intention was to demonstrate Mighty Jaxx as a brand capable of creating highly crafted items for the most premium collectors globally. It created a customer progression in tiering products,” Jackson explained.
Ultimately, this tiered approach diversifies their revenue risk. They are not reliant solely on high-volume, low-margin sales, nor are they limited to niche, high-margin drops. It created customer progression in product tiering while aligning with the company’s trajectory.
Securing partnerships with global giants like Sanrio (Hello Kitty), Toei Animation (One Piece), and Warner Bros. (DC) also serves as strong validation of Mighty Jaxx’s operational rigor.
Jackson notes that these partnerships were not handed to him; they were the result of a “volume game” in pitching.
“In the very beginning, I had to go down individually and basically beg for 30 minutes to pitch,” Jackson revealed. “95% of them failed, but I focused on volume. Success begets success. Even if partners are hearing about Mighty Jaxx for the first time, seeing our track record proves they are in the right company.”
Today, these IPs serve as a customer acquisition engine, enabling Mighty Jaxx to onboard fans of mainstream franchises into its unique ecosystem.
What’s ahead: A global platform from SEA
As Jackson looks to the future, the vision is clear: continue expanding the US and European offices (a key strategic move over the past few years) and hire the best talent to execute locally.
When asked about his five-year vision for the company, Jackson was never more sure.
“In five years’ time, Mighty Jaxx will solidify its position as a pop culture leader in both products and experiences across hundreds of portfolio IPs that we work with, delivering joy to customers around the world.” — Jackson Aw
We are incredibly proud to have partnered with Jackson and his team from the early days. Mighty Jaxx stands as a testament to the East Ventures thesis: that Southeast Asia can produce global category leaders.
