Dentsu, Hasbro to Expand Anime Brand

Dentsu Entertainment USA and TV Tokyo have partnered with Hasbro to bring the Japanese multi-media franchise Yo-Kai Watch to new markets.

April 6, 2018

Dentsu, Hasbro to Expand Anime Brand

Dentsu Entertainment USA and TV Tokyo have partnered with Hasbro to bring the Japanese multi-media franchise Yo-Kai Watch to new markets including North America, Latin America, Europe, Australia and New Zealand.

An original concept created by the Japanese game company Level-5, the cross-platform franchise currently boasts a Nintendo 3DS video game series that has sold 6.5 million units in Japan, an animated series jointly produced by Level-5, Dentsu and TV Tokyo, as well as manga and other publishing products, toys, games and more in Japan.

“As leaders in the toy industry, Hasbro is the perfect choice to introduce innovative toys to new markets, and we look forward to securing other broadcasting, video game and merchandise relationships as we expand the property globally,” says Mr. Kiyofumi Kajiwara, Dentsu, and producer, "Yo-Kai Watch" TV series.

The story centers around a young boy who gets a special watch empowering him to discover and summon mysterious Yo-kai that help him solve problems

in his daily life.

In 2016, Hasbro will introduce a toy line for the franchise in North America, Latin America, Europe, Australia and New Zealand. Additional broadcasting, video game and merchandising partners will be announced later this year.

“We have seen the massive success of the Yo-Kai Watch franchise in Japan, and are thrilled to be chosen to help expand the property to new markets,” says John Frascotti, president, Hasbro Brands. “We look forward to creating exciting and innovative play experiences with this amazing property for kids to enjoy around the world.” 

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