Aniplex of America Expands ‘Demon Slayer’ Franchise

Aniplex of America has unveiled an extensive expansion of the “Demon Slayer: Kimetsu no Yaiba” franchise this year, introducing a wide array of new products and forging multiple new licensing and promotional partnerships, including direct-to-retail collaborations, as well as toy, apparel, gift accessories and gaming products. These launches and new agreements coincide with the anime series' Season 4 debut on May 12, exclusively on Crunchyroll in the U.S. Yosuke Kodaka, president, Aniplex of America, made the announcement. 

Aniplex of America oversees the distribution and licensing of the anime across North and South America, the U.K. and Ireland, South Africa and Australia and New Zealand.   

“‘Demon Slayer’ has amassed a dedicated fanbase, drawn in by its gripping storyline, breathtaking animation and unforgettable characters,” says Kodaka. “We’re thrilled about the forthcoming release of the Hashira Training Arc and delighted to be working with partners who continue to expand the universe providing fans multiple ways to engage with the brand at every touchpoint.”  

In the U.S., Foot Locker is launching a “Demon Slayer” x adidas footwear and accessory range. This is the second collab with Foot Locker, the first was a “Demon Slayer” x Champion product range of apparel. A new deal has also been inked with Team Liquid, for “Demon Slayer”-themed computer accessories and exclusive apparel designs.  

Also in the apparel category, Aniplex of America has signed a licensing agreement with Steve Aoki’s DIM MAK. Other current apparel and accessories partners include Crocs, Bioworld, Isaac Morris and CultureFly.  

New 2024 products in the toy category include the May 20 launch of the second wave of two product lines from Bandai Namco Toys & Collectibles America: the 5-inch “Ultimate Legends” action figures and the Gashapon Blind Pack collection, “Great Posing Figures.” In addition, new character figures will be available from McFarlane Toys, which include four 5-inch characters and two 7-inch characters. Earlier this year, Zuru launched “Anime Pop,” a mystery box of 5-inch plush, and will be adding a new “Demon Slayer” product this summer.   

“Ultimate Legends” action figures.

In other licensed product categories, Funko continues to expand its collection of Pop! vinyl figures, with several new characters recently launching. In the home and lifestyle sector, Just Funky has a line of tableware and throws. Trends International has a wide range of new posters and calendars coming this year.  

In the gaming category, “Sweep the Board,” a four-person digital board game, came to Nintendo Switch. Gaming accessories licensees include Secretlab, which launched a second collection of “Demon Slayer”-inspired gaming chairs, while AplusX Inc. and Cyber Power PC have delivered promotions with mousepads and keyboard cap products, respectively.  

Aniplex of America will be attending Licensing Expo 2024 in Las Vegas (booth #U224) with a view to extend its partnerships in categories such as publishing, homewares, packaged goods, health, beauty, fashion collaborations and more.