Crunchyroll x Jazwares Anime Collectibles: Part of a Bigger Trend?

Licensing agreement includes anime such as “Attack on Titan,” “Chainsaw Man,” “Jujutsu Kaisen,” “My Hero Academia” and “Spy x Family.”
McKenna Morgan

June 2, 2023

“Attack on Titan” imagery
“Attack on Titan” imageryCrunchyroll


is joining


to bring fans a cross-category portfolio of anime properties. The new venture will kick off with an expansive suite of consumer products celebrating 18 anime series, including “Attack on Titan,” “Chainsaw Man,” “Jujutsu Kaisen,” “

My Hero Academia

” and “Spy x Family.”

“Anime is a dynamic storytelling medium, spanning many genres from action to comedy to horror,” says Anna Songco Adamian, vice president, global consumer products, Crunchyroll. “We are so excited to work with our partners at Jazwares to deliver products that allow fans to celebrate their fandom from must-have collectibles to adorable plush, and in a wide array of categories and products that offer something for every kind of fan and demo, from kids to adults.”

The collaboration marks Jazwares’ evolution into the anime space in multiple product categories and price points. Featuring a selection of scales, characters and series, Jazwares will focus on a “for-fans, by-fans” portfolio approach to transform

anime properties into authentic figures, playsets, vehicles, plush, costumes and more.

“Jazwares continually provides a connective tissue between pop culture, a passionate fandom and the creation of high-quality collectibles that are highly detailed sculpts and decos,” says Gerhard Runken, senior vice president, brand and marketing, Jazwares. “As long-time enthusiasts of the anime phenomenon, we are proud and ready to collaborate with Crunchyroll to give fans incredible experiences with collectible figures, plush and other surprise-and-delight moments across multiple retail channels globally.”

The titles featured in the Jazwares deal can be streamed on Crunchyroll in more than 200 countries and territories.

According to Grand View Research, the global anime market size was valued at $28.61 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 9.8% from 2023 to 2030.

“The emerging adoption and sales of Japanese anime content globally are anticipated to drive market growth during the forecast period,” Grand View Research reports. “Additionally, global sales of anime content along with merchandise are expected to contribute to considerable revenue generation in the market.”

Precedence Research found that the CAGR will be 7.9% in the U.S. alone, worth $48.3 billion by 2030.

The unprecedented deal between Crunchyroll and Jazwares signifies that, with the explosion of anime content in the U.S., the two are anticipating higher anime product sales. The creation of this collection marks an opportunity for the licensing industry to lean more into the licensing trend. Two of the biggest players, in the anime space and the toy space, respectively, have put their bets on anime. Watch this space.

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