New Yu-Gi-Oh! licences for Tomy, Heathside and Trade Invaders will see the production of toys and game products across Europe.

Konami Cross Media NY, which manages the Yu-Gi-Oh! licensing rights outside of Asia, has announced partnership agreements with Tomy International, Heathside Trading and Trade Invaders. The agreements will bring new Yu-Gi-Oh! product lines in the toy and game licensing categories, extending the brand’s visibility and availability throughout Europe.

The new partnerships were unveiled at Licensing Expo ‘23 by Jennifer Coleman, vice president of Licensing and Marketing, Konami Cross Media NY. “We are pleased to conclude these new licensing agreements which will produce a wide range of innovative, high-quality toys and game products for Yu-Gi-Oh! fans,” said Jennifer. “We are excited to partner with Tomy International for the first time, and we are looking forward to the strong manufacturing and distribution networks of both Heathside Trading and Trade Invaders that will have products featuring Yugi and his monsters in homes across Europe.”

Kicking off the new agreements, Tomy announced a focus on plush thanks to a collaboration with its successful Club Mocchi- Mocchi collector plush range. The product will be sold at both mass market and specialty stores, with strong retail distribution worldwide and will complement the toys and collectibles that will be widely available by the time the new Yu-Gi-Oh! line launches in the second half of 2023. The Tomy line will kick off with Mega Club Mocchi-Mocchi Yu-Gi-Oh! before expanding the range in 2024.

Heathside Trading will take on the Yu-Gi-Oh! franchise with its extensive distribution network, creating unique products with strong fan appeal. The company’s initial product mix for Yu-Gi-Oh! will include board games, puzzles, chairs and mega boxes, and will be available in the UK, Ireland, Germany, Spain, Holland, Belgium and Italy.

A further agreement with Trade Invaders, a French company that manufactures and distributes video game accessories for consoles of all generations, will cover new Yu-Gi-Oh! video games and branded Switch cases, Switch controllers, Switch joysticks and PS4 controllers for European and MENA markets.