Highlights | Licensees Focus


21 May - 2024

Aniplex of America, Inc. unveils an extensive expansion of the Demon Slayer: Kimetsu no Yaiba franchise in 2024, 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 season four Hashira Training Arc debut on May 12, exclusively on Crunchyroll.

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

Demon Slayer: Kimetsu no Yaiba – from Beloved Manga to Anime Sensation

From its origin as a manga series penned by Koyoharu Gotoge under SHUEISHA’s JUMP COMICS, which sold over 150 million copies, Demon Slayer: Kimetsu no Yaiba’s rise became explosive with the masterful anime adaptation from ufotable, which brought to life this gripping tale of tragedy, perseverance, and redemption.

The TV anime series Demon Slayer: Kimetsu no Yaiba premiered in 2019 with the Tanjiro Kamado, Unwavering Resolve Arc, where a young Tanjiro returns home to find that a demon has killed his family, except for his younger sister, Nezuko, who has been transformed into a demon. The Unwavering Resolve Arc topped the 2020 Tokyo Anime Awards, winning Animation of the Year, Best Script & Original Story (Koyoharu Gotoge), and Best Animator (Akira Matsushima).

In October 2020, the action-packed fantasy film Demon Slayer: Kimetsu no Yaiba – The Movie: Mugen Train was released theatrically, grossing over $470 million, earning $49 million in the U.S. alone, and capturing Japan’s all-time box office record—surpassing esteemed titles like Frozen, Spirited Away, Avengers: Endgame, and Your NameThe 44th Japan Academy Film Prize (2020), awarded the movie the top prize for Animation of the Year and Outstanding Achievement in Music (Yuki Kajiura and Gō Shiina), among others.

The series continued with Mugen Train Arc and Entertainment District Arc during 2021/2022. And in February 2023, Demon Slayer: Kimetsu no Yaiba -To the Swordsmith Village was released theatrically, followed by the Swordsmith Village Arc TV adaptation, which won Best Animation, Best Art Direction, and Best Fantasy at the 2024 Crunchyroll Anime Awards. The first three TV seasons are accessible across multiple platforms, and according to data released by Netflix for the 1st half of 2023, Demon Slayer: Kimetsu no Yaiba was, by far, the most watched anime series on the platform.

Earlier this year, Demon Slayer: Kimetsu no Yaiba -To the Hashira Training– was released in movie theaters worldwide with special theatrical screenings reaching over 140 countries and regions (surpassing the previous film’s release). And the May 2024 TV adaptation, Hashira Training Arc, will allow fans to follow the new chapter about to unfold!

Must-have toys, collectibles, lifestyle products, and fashion

New 2024 product debuts include several launches in May. These include the second wave of two product lines from Bandai Namco Toys & Collectibles America. The 5-inch “Ultimate Legends” action figures, featuring 27 points of articulation, are created with exceptional detail to look exactly like the fan-favorite characters, Rengoku, Nezuko & Uzui.

The Ultimate Legends series is presented in a collectible package with a beautiful art reveal inside the cover. And the Gashapon Blind Pack collection “Great Posing Figures” expands its lineup with new characters in approximately 3” scale. Each blind foil pack contains a mini-masterpiece, capturing true-to-anime details, all the way down to the sword design and manicured nails! These engaging toys join a phenomenal line of import product developed by global partner, Bandai Co. Ltd.

Also in May, McFarlane Toys introduced new character figures, featuring 5-inch renditions of Tanjiro Kamada, Sanemi Shinazugawa, Obanai Iguro, and Gyomei Himejima, along with 7-inch versions of Tanjiro Kamado (with Nezuko Box) and the popular demon, Akaza. And earlier this year Zuru Toys launched “Anime Pop,” a mystery box of 5-inch plush and will be adding new Demon Slayer product this summer.

Demon Slayer has been immortalized in the world of collectibles through the collaboration with Funko Pop, with a highly sought after range by fans of the series and collectors alike. Five new Pop! Vinyl figures launch in late May.

And home and lifestyle products manufacturer Just Funky has a fun line of products including dinnerwear, Raman bowls, glasses, Bento lunch boxes, blankets, and a mystery gift box! Products from Monogram include 3D foam blind bag clips, magnets, and coin banks; and Trends International has a wide range of new posters and calendars coming this year.

And fans can also shop by show or by product at the Aniplex Online Store, with unique products unavailable elsewhere, as well as limited edition Blu-Ray box sets of their favorite shows as well as a wide range of Japanese imports.

Demon Slayer: Kimetsu no Yaiba x Champion collaboration at Footlocker

In the U.S., two exciting new collaborations will launch this year. Aniplex of America is continuing its relationship with leading footwear and apparel retailer Footlocker for a new Demon Slayer x Adidas footwear and accessory range. This is the second collab with Footlocker, the first was an in-demand Demon Slayer x Champion product range of apparel including three t-shirts and a hoodie in men’s, women’s, and kids’ sizes.

Later this year, Demon Slayer will join Steve Aoki’s DIM MAK fashion collection following a new agreement with the two-time Grammy-nominated music producer. The Dim Mak fashion label was founded by Aoki in 2006 as an extension of his music and lifestyle brand, incorporating elements of streetwear, punk, and Japanese aesthetics, and features bold graphics, edgy designs, and a mix of vibrant colors, drawing inspiration from music, art, and pop culture.

Demon Slayer: Kimetsu no Yaiba x Crocs collaboration

And ongoing is a highly successful partnership with Crocs, who launched their popular limited-edition Demon Slayer line at New York Comic Con last year. Four of the hit anime’s main characters are celebrated across the Echo Clog and Crocs Classic Clog capsule collection. Each pair is equipped with thematic Jibbitz while the show’s logo appears at the footbed.⁠

Fan-favorite lifestyle apparel company, Bioworld has an assortment of beanies, socks, backpacks and more–essential items for every Demon Slayer enthusiast. And pop-culture product manufacturer’s Isaac Morris and CultureFly have an ongoing Demon Slayer range including t-shirts, headwear, and socks, as well as keychains and vinyl figures.

Immersive video games and accessories

Launching April 26, 2024,  Sweep the Board is a four-person digital board game developed by CyberConnect2 and published by SEGA and Aniplex for Nintendo Switch. In this game, anime landmarks like Mount Fujikasane and Asakusa take center stage as game boards where players roll dice to progress. Each board features both daytime and nighttime phases. In the daytime, players engage in events and mini-games to hone their skills, gearing up for the nighttime challenge of hunting demons to become master Demon-Slayer swordsmen!

And this same trio is behind the successful multi-platform fighting action-adventure game The Hinokami Chronicles which, as of February 2024 had sold over 3.5 million copies worldwide.

Additionally, a new deal has been inked with the most viewed and most-victorious organization in competitive gaming, Team Liquid, for Demon Slayer-themed computer accessories and exclusive apparel designs. With 250+ colleagues, Team Liquid has garnered over 2 billion views across all its platforms.

Gaming enthusiasts can now enjoy first-rate comfort with the April 2024 release of a second Demon Slayer x Secretlab chair collection. The first wave launched last year with chairs inspired by Tanjiro, Nezuko, Zenitsu, Inosuke, and Giyu, combining research-backed ergonomic design and introducing a brand-new color-changing technology that is a first for a gaming chair. Driven by extensive research, development, and cutting-edge engineering, Secretlab’s award-winning chairs are the top choice of the world’s premier gaming tournaments, championship-winning teams and over 2,000,000 users worldwide.

Addtionally, AplusX Inc. and Cyber Power PC have delivered promotions with mousepads and keyboard cap products respectively.

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