Four new licensees have signed up for the Yo-Kai Watch programme.
New licensees include Character World for bedding, GB Eye for posters and related merchandise, Amscan for balloons and party decorations, and MV Sports for wheeled toys.
This adds to existing partners which include Danilo for greeting cards, calendars and gift tags, wrap and bags, Spearmark for lunch bags, bottles and lighting, Blueprint for stationery and bags, Cooneen for nightwear and underwear, Fashion UK for daywear, Kinnerton for confectionery, Centrum Books for publishing, Egmont for magazine publishing, Panini for sticker collections, Nintendo for video games, and Hasbro as master toy licensee.
Cartoon Network currently shows Yo-Kai Watch every weekend morning and evening, backed by major marketing support, including trailers and website competitions. The brand’s potential is shown by its success in Japan, where it dominates the television, merchandise, gaming and toy markets, generating retail sales of over €2bn in less than two years.
“Yo-Kai Watch is an incredible opportunity for the boys’ market in the UK,” said Bulldog Group MD, Rob Corney. “The creative is incredibly strong and completely different from anything else on the market; the commercial partners are top calibre and retail buyers across the market are working with us to develop in-store presence and promotions. There’s much more to come from this brand, and we have interest from numerous potential partners across many different categories.”