Yu-Gi-Oh! Lands New L&M Partners

Konami Cross Media NY has signed four new licensing and merchandising deals, including one with retailer FYE, for its Yu-Gi-Oh! brand.

The new agreements will see Tioneer, FYE, Loot Crate and Fun.com bring a wide array of Yu-Gi-Oh! merchandise to the worldwide marketplace (outside of Asia). FYE will launch Yu-Gi-Oh!-branded cereal and chocolate bars in their stores this June, accompanied by apparel.

Tioneer, a jewelry company specializing in personalization, kicks off its new Yu-Gi-Oh! jewelry line with several different product lines, all featuring sterling silver, stainless steel and titanium collectible pendants, rings and bracelet items. Loot Crate has also signed on to feature exclusive Yu-Gi-Oh!-branded items in select editions of their Loot Anime Crates. Fun.com is debuting several new branded character costume lines.

“There’s a stronger presence for Yu-Gi-Oh! at the retail level thanks to the growing popularity of anime and the fact that anime is more accessible to fans than ever before in today’s streaming marketplace,” said Jennifer Coleman, VP of licensing and marketing at Konami Cross Media NY. “We are excited to be working with these new licensees, to establish a wider assortment of product offerings for the Yu-Gi-Oh! brand.”