New Licensing Partner Signed for Yu-Gi-Oh!

Konami Cross Media NY has inked a licensing agreement with THE BEST PASTE. for a Yu-Gi-Oh!-branded hair paste collection.

“We are pleased to introduce this fun and, should I say, ‘hair-raising,’ way for our fans to engage with the Yu-Gi-Oh! brand,” said Jennifer Coleman, senior VP of marketing and licensing at Konami Cross Media NY. “We believe this is a partnership that can provide organic growth for each brand with a whole lot of creativity and fun for our fans.”

“Yugi’s fearless creativity and Kaiba’s sleek intensity have inspired fans for decades—now that same energy can fuel your personal style,” added Kristan Serafino, celebrity stylist and founder of THE BEST PASTE. “With these pastes, we’re not copying anime hair, we’re capturing that duelist spirit: whether you lean into Yugi’s wild passion or Kaiba’s sharp precision, it’s about wearing your confidence like a signature card.”

The collaboration builds on both companies’ aim to appeal to the Gen Z and millennial audience.