Licensing Mixtape: How Licensing Brought Anime to A Global Audience

John Parker, principal, Patencio Development, highlights the growing international influence of anime in the latest issue of the Licensing Mixtape.

License Global

September 30, 2020

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The last twenty years have seen the popularity of Japanese anime and manga explode internationally. From the ubiquitous renown of Pokémon to the recent streaming success of "My Hero Academia," anime has found a global audience across various merchandising and content categories.

In the "Licensing Mixtape's" latest episode, Steven Ekstract, brand director, global licensing group, highlights how the growth of the anime and manga sectors has extended into the licensing world. Whether that is a licensee find the next big IP or leveraging a popular series in a new category, Ekstract's far-reaching conversation with John Parker, principal, Patencio Development, highlights the breadth and scope of a globally growing industry.

"I'm not saying that every anime should have 2000 categories of products developed, but there's a long-distance between an anime Blu-ray or DVD and 2000 [product] categories," says Parker. "There's a lot of stuff in between, and if you understand the title and you understand the demographics – the demand of the particular audience for the title – you can really create a nice piece of business in many of these categories."

Hear more from Parker in the latest episode of the "Licensing Mixtape," and be sure to subscribe to the podcast on iTunesStitcherGoogle PlaySoundCloud or Spotify

The Licensing Mixtape · Episode 5: How to Build a Brand Licensing Programme in Japan


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.

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