The Kimetsu no Yaiba franchise will benefit from a score of new licensing deals, as well as new product launches that will appeal to all fans of Demon Slayer.
Aniplex of America
has unveiled an extensive expansion of the Demon Slayer: Kimetsu no Yaiba franchise in 2024, introducing a wide array of new products and forging multiple new licensing and promotional partnerships, including direct-to-retail collaborations, as well as toy, apparel, gift accessories and gaming products. These launches and new agreements coincide with the season four debut of the anime on 12th May, exclusively on Crunchyroll in the US. The announcement was made by Yosuke Kodaka, president, Aniplex of America.
“Demon Slayer has amassed a dedicated fanbase, drawn in by its gripping storyline, breathtaking animation and unforgettable characters,” said Yosuke Kodaka. “We’re thrilled about the forthcoming release of the Hashira Training Arc and delighted to be working with partners who continue to expand the universe, providing fans multiple ways to engage with the brand at every touchpoint.”
New 2024 product launches in the toy category include the 20th May launch of the second wave of two product lines from Bandai Namco Toys & Collectibles America: the 5″ Ultimate Legends action figures featuring 27 points of articulation and the Gashapon Blind Pack collection, Great Posing Figures. These product lines join a line of import product developed by global partner, Bandai Co. In addition, new character figures will be available from McFarlane Toys, which include four new 5″ characters and two new 7″ characters. Earlier this year, Zuru launched Anime Pop, a mystery box of 5″ plush and will be adding new Demon Slayer product this summer.
Funko continues to expand its collection of Pop! vinyl figures, with several new characters recently launching. Just Funky has a line of tableware and throws. Products from Monogram, with coin banks and blind bag clips, and Great Eastern Entertainment, with plush and keychains, continue to sell well at retail. Trends International has a wide range of new posters and calendars coming this year.
In the US, two new collaborations will launch this year. Aniplex of America is continuing its relationship with Footlocker for a new Demon Slayer x Adidas footwear and accessory range. This is the second collab with Footlocker; the first was an in-demand Demon Slayer x Champion product range of apparel. Additionally, a new deal has been inked with Team Liquid for Demon Slayer-themed computer accessories and exclusive apparel designs. With 250+ colleagues, Team Liquid has garnered over 2b views across all its platforms.
Also in the apparel category, Aniplex of America has signed a licensing agreement with DJ and music producer Steve Aoki’s Dim Mak, an independent record label, music and fashion lifestyle brand, for a line of apparel that will launch later this year. Other current apparel and accessories partners include Crocs and Bioworld, as well as Isaac Morris and CultureFly.
In the gaming category, Sweep the Board, a four-person digital board game developed by CyberConnect2 and published by Sega and Aniplex, launched on the 26th April for Nintendo Switch. The same trio is behind the multi-platform fighting action-adventure game, The Hinokami Chronicles, which, as of February 2024, had sold over 3.5m copies worldwide. Gaming accessories licensees include Secretlab, who launched a second collection of Demon Slayer-inspired gaming chairs this week featuring ergonomic design and iconic elements from the series, while AplusX and Cyber Power PC have delivered promotions with mousepads and keyboard cap products respectively.
Aniplex of America will be attending Licensing Expo 2024 in Las Vegas (Booth U224), with a view to extend its partnerships in categories such as publishing, homewares, packaged goods, health, beauty, fashion collaborations and more.
