Aniplex of America has expanded the Demon Slayer: Kimetsu no Yaiba franchise in 2024, introducing new products and forging new licensing and promotional partnerships, including direct-to-retail collaborations, as well as toy, apparel, gift accessories and gaming products.
Aniplex of America is a subsidiary of Tokyo-based Aniplex— a division of Sony Music Entertainment Japan — best known as a producer and distributor of anime films and series. Aniplex of America oversees the distribution and licensing of the anime across North and South America, the United Kingdom, Ireland, South Africa, Australia and New Zealand.
In the U.S., two new collaborations will launch this year. Aniplex of America is continuing its relationship with leading footwear and apparel retailer 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 the IP-themed computer accessories and exclusive apparel designs.
In the apparel category, Aniplex of America has signed a licensing agreement with DJ and two-time Grammy-nominated music producer Steve Aoki’s Dim Mak, an independent record label, music, and fashion lifestyle brand he founded in 1996, for a line of apparel that will launch later this year. Other current apparel and accessories partners include Crocs, who launched their popular limited-edition Demon Slayer line at New York Comic Con last year; lifestyle apparel company, Bioworld; and pop-culture product manufacturers Isaac Morris and CultureFly.
New 2024 product launches in the toy category include the 20 May launch of the second wave of two product lines from Bandai Namco Toys & Collectibles America: the five-inch 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. In addition, new character figures will be available from McFarlane Toys which include four new five-inch characters and two new seven-inch characters. Earlier this year, Zuru launched “Anime Pop,” a mystery box of five-inch plush and will be adding new Demon Slayer product this summer.
In other licensed product categories, Funko continues to expand its collection of super popular Pop! vinyl figures with several new characters recently launching. And in the home and lifestyle sector, Just Funky has a line of tableware and throws. Products from Monogram (coin banks, blind bag clips) and Great Eastern Entertainment (plush, keychains) continue to sell well at retail; and Trends International has a wide range of new posters and calendars coming this year.
In the gaming category, Sweep the Board, a four-person digital board game developed by CyberConnect2 and published by Sega and Aniplex launched 26 April for Nintendo Switch. Gaming accessories licensees include Secretlab who launched a second collection of the IP-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.
“Demon Slayer has amassed a dedicated fanbase, drawn in by its gripping storyline, breathtaking animation, and unforgettable characters,” commented Aniplex of America president 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.”
According to data released by Netflix for the first half of 2023, Demon Slayer: Kimetsu no Yaiba was, by far, the most-watched anime series on the platform. The 2020 critically acclaimed action-packed period fantasy film Demon Slayer: Kimetsu no Yaiba – The Movie: Mugen Train dominated the global box office, grossing over US$470 million, earning US$49 million in USA alone, and holds Japan’s all-time box office record.