'One Piece' Raises the Flag on Licensing Gains as It Embarks on 25th Anniversary

Toei Animation’s beloved anime series takes over the exterior of sphere in Las Vegas starting June 10 alongside launch of new official English Channel on YouTube.

License Global

May 21, 2024

5 Min Read
"One Piece" hat.
"One Piece" hat. Toei Animation

Legendary studio and anime industry leader, Toei Animation, has reported on the success of “One Piece” licensing efforts over the past year since last year’s Licensing Expo. “One Piece’s” 2024 franchise report provides its licensing results, highlights notable collaborations and details a selection of new agreements.
This year marks the 25th anniversary of the “One Piece” franchise. Toei Animation has revealed plans to celebrate the show in a larger-than-life display on the Exosphere – the exterior of Sphere in Las Vegas from June 10-16, which coincides with launch of the franchise’s new official English Channel on YouTube. 

During the last year, Toei Animation executed a total of 43 “One Piece” licensing agreements, many of which have or will be launched in 2024. With 29 new licenses and 14 license renewals, these agreements will engage One Piece fans across an array of products from apparel, accessories, toys and boardgames to collectibles, housewares, lighting, books and new location-based entertainment. 

“‘One Piece” is now celebrating its 25th anniversary on the heels of last year’s explosive global brand awareness, which was due to the overwhelming success of the franchise’s new productions and marketing efforts,” says Masayuki Endo, president, Toei Animation.  

“Toei is excited to commemorate the occasion and bring the world of ‘One Piece’ to Las Vegas in June. Toei invites fans to join the company next month for a live entertainment experience and subscribe to the new ‘One Piece’ English Channel on YouTube.” 

Now that it has been 25 years since the premiere of the original episodic series created by Eiichiro Oda and produced by Toei Animation, “One Piece” has taken its place as part of mainstream pop culture and attracts fans of all ages. The franchise encompasses 15 feature films, video games and a trading card game. It also has a constantly growing catalog of licensed apparel, footwear, accessories, toys and games, video games, sporting goods, stationery, gifts and novelties, household goods, publishing, food and beverage and location-based entertainment. 

Apart from the first “One Piece” live-action series, the anime franchise has achieved three production milestones. The first milestone is the release of “One Piece Film: Red,” which is the series’ 15th feature film with a successful release and a record global box office gross of $189.5 million. The next milestones are the exciting conclusion of the episodic series “Land of Wano Arc” and the launch of the show’s new “Egghead Arc.”  

These initiatives included several significant direct-to-consumer marketing achievements, including a Monkey D. Luffy giant character balloon at Macy’s 97th Thanksgiving Day Parade and an immersive “One Piece” location-based entertainment experience at New York Comic Con 2023. 

Apparel and accessories were the top-performing categories for the franchise in 2023. This resulted in three product collaborations that were launched earlier this year. Last October, Dim Mak x “One Piece” debuted its second drop with an exclusive pre-release of new Gear Five apparel and skate decks as part of the aforementioned “One Piece” experience at New York Comic Con 2023.  
This collaboration was followed last December with the launch of Cloud9 x “One Piece,” the first-ever “One Piece” collection targeting esports fans. The collection consists of T-shirts, hoodies, joggers and shorts, as well as totes, computer keyboard keys and a mouse pad. 

Finally, this past March, “One Piece” launched a collaboration with PUMA that features a limited-edition collection of four-pack suede sneakers and essential apparel and accessories, including jackets, hoodies, pants, joggers, shorts and T-shirts. 
New “One Piece” license agreements includes:  

  • Cloud9: Leading e-sports organization for a collection of apparel and accessories. 

  • Culturefly: Manufacturer of exclusive licensed collectibles, subscription boxes, and tech accessories for customers to showcase their One Piece fandom 

  • DIM MAK: DJ Steve Aoki’s fashion lifestyle brand for a limited-edition collection of apparel and collectibles 

  • Greatness LCC: Director Andy Nguyen of unique licensed culinary experiences and brand activations for the creation of the first “One Piece” Cafe in the U.S. 

  • IMLDESIGNS: Privately held design house specializing in clothing, toys, collectibles and season gifting for “One Piece” apparel across the kid’s retail space 

  • KessCo: Leading manufacturer of innovative games, puzzles and toys for a collection of outdoor toys and tabletop games 

  • Kura Sushi USA: Innovative and tech interactive Japanese restaurant chain for a limited-time Bikkura Pon collaboration including prizes, merchandise, in-store giveaways and themed space decor. 

  • Otaku Lamps: Manufacturer of licensed collectible lighting products for a collection of neon and LED lamps 

  • PUMA: One of the world’s leading sports brands for a collection of footwear, apparel and accessories. 

  • Trends International: Leading supplier of licensed posters, calendars, stickers and social stationary products for a collection of posters 

  • Scholastic Corporation: World’s largest publisher and distributor of children’s books for a collection of coloring and tracing books 

  • Super Impulse USA: Leading manufacturer of toys, novelty items and collectibles for a collection of Poptaters, a line of mashups in the Potato Head form 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like