Yu-Gi-Oh! Draws four new deals at Licensing Expo

Konami Cross Media NY will expand the anime brand’s reach with new dress-up, cereal, subscription loot boxes and jewellery partnerships

Written by Rhys Thomas

Posted 05.06.2019 | Consumer Product

Yu-Gi-Oh! Draws four new deals at Licensing Expo thumbnail

Konami Cross Media NY continues to expand the global inventory of Yu-Gi-Oh! merchandise with the announcement of four new licensing partnerships with Tioneer, FYE, Loot Crate, and Fun.com.

The new agreements were revealed on the opening day of Licensing Expo 2019, where Konami Cross Media NY is exhibiting at booth F188.

The four deals were negotiated and announced by Jennifer Coleman, Vice President of Licensing and Marketing, and bring a new array of Yu-Gi-Oh! merchandise to the worldwide marketplace, outside of Asia.

“There’s a stronger presence for Yu-Gi-Oh! at the retail level thanks to the growing popularity of anime and the fact that anime is more accessible to fans than ever before in today’s streaming marketplace,” Jennifer says. “We are excited to be working with these new licensees, to establish a wider assortment of product offerings for the Yu-Gi-Oh! brand.”

Tioneer, a jewellery company specialising in personalisation, kicks off its new Yu-Gi-Oh! line of featuring sterling silver, stainless steel and titanium collectible pendants, rings and bracelet items. 

FYE, a leading speciality retailer of entertainment, pop culture and anime, will launch Yu-Gi-Oh! branded cereal and chocolate bars in its stores this June as the first items in a direct-to-retail for North America only. Exclusive apparel will launch alongside the cereal.

To help broaden engagement among anime fans, Loot Crate has signed on to feature exclusive Yu-Gi-Oh! branded items in select editions of its Loot Anime Crates. Loot Crate is a subscription box eservice which mails monthly boxes of “ridiculously cool” merch to fans.

With the Halloween season fast approaching, there’s sure to be a big demand for costumes. Yu-Gi-Oh! fans will be ready with the debut of new character costume lines from Fun.com. The costumes will be available for purchase online at the Fun.com and HalloweenCostumes.com websites for fans around the world, with the exclusion of Asia.


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