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October 5, 2021
Konami Cross Media has signed new deals with brands focused on street, hip-hop, youth fashion and skate culture in an effort to strengthen the connection between Gen-Z and the “Yu-Gi-Oh!” anime franchise.
The announcement was made today by Jennifer Coleman, vice president, licensing and marketing, Konami Cross Media.
The new licensing effort will feature extensive product development for Gen-Z consumers who grew up as fans of “Yu-Gi-Oh!” bringing an array of new products with a youth-friendly appeal.
“Today’s youth are edgy, expressive and bold in their fashion statements,” says Coleman. “These new collaborations will entertain our fans while providing a creative and authentic way to express themselves and their affection for the “Yu-Gi-Oh!” brand. As “Yu-Gi-Oh!” prepares to celebrate its 25th Anniversary, we believe that the franchise needs to cover a broader swath in the market and these new deals will allow a generation of young adult fans to interact with the brand in ways that have never before been possible.”
Hypland will offer a capsule collection of “Yu-Gi-Oh!” products set to debut in Fall 2021. The collaboration will kick off with pop-up shop events in both New York City and Los Angeles. Calif.
Madrid Skateboards will produce a line of “Yu-Gi-Oh!”skateboards and longboards in North America for holiday 2021.
PSD Underwear’s will produce “Yu-Gi-Oh!” underwear, boy shorts and sport bras available for spring 2022.
Automotive lifestyle company Tuned in Tokyo will release a line of “Yu-Gi-Oh!” merchandise featuring Japanese design and graphics this winter. The licensing deal with Tuned In Tokyo was facilitated by The Brand Liaison as agent for Tuned in Tokyo.
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