Toei Animation’s Dragon Ball hits record high for franchise licensing deals

Anime pioneer and industry-leading studio Toei Animation Inc., together with U.S. agent Crunchyroll, has released the latest Dragon Ball franchise report.

This annual report provides a comprehensive look at the success of their collective Dragon Ball licensing efforts, details both new license agreements and license renewals, and spotlights key licensee partnerships in select product categories.

Over the last 14 months, Toei Animation and Crunchyroll executed a record high total of 37 license agreements – consisting of 18 new licenses and 19 license renewals. The 18 new agreements will result in an exciting variety of merchandise for fans of “Dragon Ball,” “Dragon Ball Z”  and “Dragon Ball Super” series as well as, for the first time ever, “Dragon Ball Super: Super Hero,” the new feature film scheduled for release this summer.

New branded goods include apparel from Bioworld, Hypland and NTD, statues and games from Oniri Creations and Mattel, plushies from Youtooz, housewares from Just Funky, stationery from Trends International and Insight Editions, and gifts and novelties from Monogram International and Hallmark.

The 19 license renewals provide agreement extensions for “Dragon Ball,” “Dragon Ball Z,” Dragon Ball GT” and “Dragon Ball Super” with a long list of current licensees including Party City, FIGPIN Collect Awesome, Boston America, Uncanny Brands, Bioworld and Trends International.

Apparel and accessories were once again top categories for the franchise. While demand for mass market apparel continues to be strong, streetwear has now become the hot consumer apparel segment – a trend that began in 2018 with Primitive Skateboarding’s highly successful “Primitive X Dragon Ball Z” collection and subsequent second collection “Primitive X Dragon Ball Super” in early 2021.

Closing out 2021, in December, DJ Steve Aoki’s Dim Mak fashion lifestyle brand followed suit with “Dim Mak X Dragon Ball Z,” a limited edition streetwear collection that included t-shirts, hoodies, bomber jackets, hats and tote bags. And now Los Angeles-based streetwear brand Hypland joins this list with a ground-breaking collection showcasing “Dragon Ball,” “Dragon Ball Z” and “Dragon Ball Super: Super Hero” and featuring a mix of apparel and merchandise including t-shirts, hoodies, outwear, skateboards, tapestries and bags.

Beyond apparel, in late 2021, FILA launched “Dragon Ball Super X FILA,” a limited footwear collection featuring seven character-inspired styles – a first for the “Dragon Ball Super” series and only the second footwear collection ever for the Dragon Ball franchise.

Created by Akira Toriyama and produced by Toei Animation, the Dragon Ball anime franchise is based on the “Dragon Ball” manga launched in 1984 and encompasses four TV series (“Dragon Ball,” “Dragon Ball Z,” “Dragon Ball GT” and “Dragon Ball Super”), 21 feature films (including the soon-to-be-released “Dragon Ball Super: Super Hero”), home video, video games, and an ever-expanding catalogue of licensed merchandise ranging from apparel, accessories, toys, novelties, furniture, housewares and more.

Now, 37 years since the original manga’s launch, Dragon Ball has become an iconic brand with mainstream appeal. In recent years, Dragon Ball’s brand awareness and consumer demand has intensified as a result of major franchise initiatives like the Macy’s Thanksgiving Day Parade.

In March, Dragon Ball franchise series “Dragon Ball,” “Dragon Ball Z” and “Dragon Ball GT” became available on Crunchyroll’s streaming service for the first time.

The list of new licensing agreements includes:

  • Bioworld: Global manufacturer of licensed apparel and accessories for a collection of apparel and fashion accessories based on “Dragon Ball Super: Super Hero”, including t-shirts, fashion cut-and-sew tops, bottoms, leggings, sleepwear, vests, jackets, joggers, headwear, bags and accessories.
  • Dim Mak: DJ Steve Aoki’s fashion lifestyle brand for a limited edition collection of apparel based on “Dragon Ball Z” including t-shirts, long sleeve t-shirts, hoodies, sweatpants, fleece bottoms, crew neck sweatshirts, denim, bomber jackets, hats and tote bags.
  • FILA: Global apparel and footwear manufacturer for a limited-edition collection of footwear based on “Dragon Ball Super.”
  • Hallmark Ornaments: Leading manufacturer of keepsake ornaments for a collection of ornaments based on “Dragon Ball Z.”
  • Hypland: Leading manufacturer of streetwear fashion and accessories for three collections of apparel and merchandise based on “Dragon Ball,” “Dragon Ball Z” and “Dragon Ball Super: Super Hero” including t-shirts, shirts, sweatshirts, hoodies, outerwear, pants, shorts, bags, headwear, rugs, blankets, skateboards, inflatables, and keychains.
  • Insight Editions: Bestselling publisher of books and unique licensed products for a collection of merchandise based on “Dragon Ball Z”, including advent calendars, notebooks, journals, notecards, stationery and stationery sets.
  • Just Funky: Premiere manufacturer of licensed and private label merchandise for a collection of drinkware and homewares based on “Dragon Ball Super: Super Hero.”
  • Mattel: Leading global toy and entertainment company for a special edition UNO deck based on “Dragon Ball Z.”
  • Monogram International: Leading manufacturer of licensed giftware, toys, collectibles and souvenirs for a collection of merchandise based on “Dragon Ball Super”, including figural banks, 3D foam keychains, bag clips and magnets, pewter and novelty key rings, lanyards and enamel pins.
  • NTD Apparel: Canadian manufacturer of retail apparel for a collection of apparel based on “Dragon Ball Z”, including dresses, swimwear, sleepwear, underwear, athletic wear, outerwear and facewear.
  • Oniri Creations: French designer and manufacturer of collector’s statues for two collections of quarter-scale resin statues based on “Dragon Ball Z” and “Dragon Ball.”
  • RhinoShield: Manufacturer of ultra-impact protective accessories for two collections of consumer electronic cases based on “Dragon Ball Super” and “Dragon Ball Z.”
  • Surreal Entertainment: Leading manufacturer of fan-driven licensed merchandise for a collection of PAL-O pillows and candy based on “Dragon Ball Z.”
  • Trends International: Leading supplier of licensed posters, calendars, stickers and social stationary products for a collection of merchandise based on “Dragon Ball Super: Super Hero”, including posters, calendars, bookmarks, mobile wallets, writing instruments and decals.
  • Youtooz: Manufacturer of high-quality collectibles for a collection of plush figures based on “Dragon Ball Z.”
  • Y.H.B Biotech: Taiwanese beverage manufacturer for a collection of sodas based on “Dragon Ball Super.”


Dragon Ball Super x FILA footwear collection hits stores

FILA has teamed up with global anime powerhouse Toei Animation and its U.S. agent Funimation to launch a limited-edition Dragon Ball Super x FILA footwear collaboration.

The collection, which first debuted at New York Comic Con in October, will feature a total of seven character-inspired styles. Offered in men’s and kids sizes, each style is a unique custom colourway with design elements that celebrate the most notable traits of fan-favourite characters from the massively popular Dragon Ball Super anime series produced by Toei Animation.

The footwear offerings include a mix of classic FILA silhouettes like the Original Fitness and F-13, as well as four distinct FILA Renno designs, one of the brand’s newest styles, first launched in early 2021. The Dragon Ball Super x FILA collection features seven different designs based on Goku, Goku Black, Vegeta, Golden Frieza, Trunks, Beerus, and Super Shenron.

All styles feature Dragon Ball Super logo treatments on the tongue, heel and sock liner. The FILA Renno styles retail for US $100 (men’s) and $90 (kids); FILA F-13 for $80 (men’s) and $70 (kids); FILA Original Fitness for $75 (men’s) and $65 (kids).

The Dragon Ball Super x FILA collection is available in the U.S. and Canada only, exclusively through Foot Locker, Kids Foot Locker, Champs Sports and Footaction.


Toei Animation teams with LA streetwear brand The Hundreds to celebrate One Piece

Toei Animation has joined forces with the LA-based streetwear brand, The Hundreds to celebrate the international anime series, One Piece, with the launch of a full range of apparel and collectable accessories.

Produced by Toei Animation and based on the top-selling manga title of all time by Eiichiro Oda, the One Piece anime series spans more than two decades with over 975 episodes to date since it first launched on Japanese TV in October 1999. The series follows pirate Monkey D. Luffy and his Straw Hat crew on the quest to fine One Piece – the legendary treasure of the Pirate King Gol D Roger.

The anime series has achieved global pop culture status that has spurred the growth of the franchise to span theatrical films, home videos, video games, and a catalogue of licensed merchandise that includes accessories, toys, novelties, furniture, housewares, and apparel.

The Hundreds X One Piece Collection will feature Monkey D. Luffy, Roronoa Zoro, Nami, TonyTony Chopper, and the rest of the crew across a line of graphic t-shirts, long sleeves, crewnecks, pullover hoodies, sweatpants, and hats, as well as an array of collectable accessories, including stickers, coffee mugs, pin sets, keychains, and post-it notes.

The Hundreds X One Piece Collection arrives on Thursday, June 17, and will be available on The Hundreds App and Online Shop, as well as The Hundreds flagship store at 501 N Fairfax in Los Angeles and in select authorized retailers in the United States, and Canada.

The Koyo Store partners with Toei Animation to launch Dragon Ball Z and Dragon Ball Super collectables

The entertainment merchandise specialist, The Koyo Store has secured the EMEA rights to create a range of officially licensed collectables based on the popular Dragon Ball Z and Dragon Ball Super anime TV series.

Through its partnership with Toei Animation Europe, the Lancashire-based Koyo Store will launch an initial product line-up this May encompassing collectables based on popular characters and imagery from both series, including a Character Pin Badge Collection featuring Buu, Goku, Master Roshi, Piccolo, Trunks, Krillin, and more.

 Widely regarded as the series that made anime popular in the West, the Dragon Ball Z TV show was created by Toei Animation and first aired in 1989. Its popularity saw the franchise spawn movies, TV specials, soundtracks, video games and countless other items of merchandise.

 It’s sequel, Dragon Ball Super, followed the adventures of key protagonist Goku during the ten-year timeskip’ after the defeat of Majin Buu. Toei recently announced that a new Dragon Ball Super film was in development with a planned release for 2022.

 With Dragon Ball Z and Dragon Ball Super still huge favourites with pop culture fans, The Koyo Store is lining up a range of pin badges to celebrate these iconic brands. Available in-store and online from this month, the range will include a Goku & Vegeta Pin Badge Set, an Icon Pin Badge Set – including symbols for Kame, Majin, Capsule Corp, Red Ribbon, Radar and Dragon Ball, a Dragon Ball Z Symbol Pin, Dragon Ball Super Symbol Pin, Master Roshi Pin, Goku Pin, Vegeta Pin, Gohan Pin, and Trunks Pin.

 The collectables will be priced from £6.99 and will also be available for fans to buy direct at

Toei Animation is the latest major IP owner to join The Koyo Stores burgeoning collectables line-up, which also includes partnerships with Ubisoft, (Rainbow Six Siege), PUBG, Games Workshop (Warhammer 40,000), Capcom (Street Fighter) and HBO (Game of Thrones)

“Were delighted to be able to tell Dragon Ball Z and Dragon Ball Super fans that we can Summon You Forth’ to collect this range of officially-licensed pin badges,” said Lee Townsend, founder and CEO of The Koyo Store.

Dragon Ball Z and Dragon Ball Super remain among the most popular anime franchises across the world, so were honoured to be collaborating with Toei Animation to bring this range of collectibles to Dragon Ball enthusiasts.”

 The Koyo Stores high-quality pin badges, coins and other unique merchandise have proved a hit among games, Esports and TV and film fans who are looking for great collectibles and the opportunity to claim bragging rights within their peer groups.

Toei Animation celebrates Goku Day with new Dragon Ball Super movie announcement

Fans worldwide received a special surprise this Goku Day –  the annual Dragon Ball celebration – when Toei Animation revealed that a new Dragon Ball Super film will be released in 2022, marking the second film based on the Dragon Ball Super manga title and anime series launched in 2015.

The Dragon Ball phenomena began in 1984 when Japan’s well-known manga from Akira Toriyama premiered in Shueisha’s Weekly Shonen Jump, becoming a top ranked title throughout its 10 and a half years of publication. Since then, the manga’s popularity has continued to grow with a record of 260 million copies sold worldwide and counting.

Dragon Ball’s ever-increasing popularity has seen it has expand beyond manga to include TV animation, movies, games and merchandising. Now, 37 years after the launch of the original manga, Dragon Ball continues to evolve.

The 2022 film follows the success of its first movie release in 2018, Dragon Ball Super: Broly, which achieved over $120 million at the worldwide box office.

Planning for the new film project was kicked-off in 2018, before the release of Dragon Ball Super: Broly, with the goal of telling a large-scale story that would build on the enthusiastic response for the previous theatrical series and the current global fervor for Broly.

Akira Toriyama himself has picked up his pen to deliver a story ‘for the fans.’ From the story composition to character design to the lines of the script, Toriyama has ‘worked with the greatest attention to detail and highest quality standards’ to create what Toei has billed as a ‘Dragon Ball movie unlike any other in its history and one that will surely be a blockbuster with fans.’

Akira Toriyama, creator of the original story, screenplay, and character design, wrote a special message to Dragon Ball fans. A signed copy of this message is available here.

Reemsborko named UK and Eire licensing agent for Dragon Ball

Reemsborko Ltd, the pop culture licensing specialist run by the industry’s own Max Arguile, has been named the exclusive licensing agent for the whole of the Dragon Ball franchise across the UK and Eire.

The appointment was made by Toei Animation Europe, the EMEA media company in charge of the distribution and exploitation of Toei Animation’s Japanese animated series in Europe. The deal encompasses the Dragon Ball brand, including Dragon Ball, Dragon Ball Z, and Dragon Ball Super.

The new partnership arrives at an interesting time for animé brands here in the UK, a sector that has been steadily increasing in popularity with mainstream audiences over the last few years. Dragon Ball now joins the likes of other popular animé properties, including Cannon Busters and Hatsune Miku – the popular holographic animé character – that sit within Reemsborko’s growing brand portfolio.

With a 30 year heritage, Dragon Ball now boasts a fanbase of millions across the globe.

Max Arguile of Reemsborko, said: “I have worked on Dragon Ball many times over the years – what a great property. It is the single most widely recognised animé, with a demonstrable success at UK retail over the past 12 months.

“This year saw the launch of a new series, Dragon Ball Super, on kids TV channel Pop, which will grow a whole new generation of fans. I am very pleased to be able to represent this for Toei Animation Europe in the UK.”

Hélène Virenque of Toei, added: “We have been very happy with our past collaborations with Max, and we’re looking forward to working with him to grow the Dragon Ball licensing and retail opportunities even further in the UK and Eire.”

Max Arguile can be contacted for licensing opportunities around the Dragon Ball franchise via