Konami Cross Media NY Launches Gen Z Yu-Gi-Oh! Campaign

Konami Cross Media NY has signed a slew of deals for its first-ever campaign targeted at the Gen Z generation for the Yu-Gi-Oh! anime franchise.

The new licensing effort features partnerships with leaders in street, hip-hop, youth fashion and skate culture in an effort to strengthen the connection between Gen Z and the Yu-Gi-Oh! anime franchise. Among the highlights is a line of skateboards and longboards that Madrid Skateboards will launch in time for the 2021 holiday season in North America.

A capsule collection of Yu-Gi-Oh! products from Hypland will debut this fall. PSD Underwear will showcase fan-favorite Yu-Gi-Oh! characters on underwear, boy shorts and sport bras, available for spring 2022.

A new licensing deal with Tuned in Tokyo, facilitated by The Brand Liaison, will bring together the world of Yu-Gi-Oh! with an audience of car enthusiasts who are also passionate about Japanese design and graphics. The new line of merchandise will be available exclusively on Tuned in Tokyo’s website this winter.

Jennifer Coleman, VP of licensing and marketing at Konami Cross Media, said: “Today’s youth are edgy, expressive and bold in their fashion statements. These new collaborations will entertain our fans while providing a creative and authentic way to express themselves and their affection for the Yu-Gi-Oh! brand. As Yu-Gi-Oh! prepares to celebrate its 25th anniversary, we believe that the franchise needs to cover a broader swath in the market, and these new deals will allow a generation of young adult fans to interact with the brand in ways that have never before been possible.”