Advertising group Dentsu has announced a strategic partnership giving its clients access to a broad selection of anime and manga intellectual property owned by Japanese publisher Kodansha in the Americas. Dentsu named Attack on Titan, Ghost in the Shell, and Blue Lock among the franchises covered.
Under the agreement, Dentsu will act as the main point of contact for brand marketers who want to use Kodansha properties in promotional activities. The release lists brand campaigns, events, and experiential activations as examples of tie-ins, while the deal concerns promotional and marketing use of the properties. The announcement does not describe any new anime productions, manga releases, or distribution arrangements.
Dentsu also said its in-house research on Japanese IP is now integrated into its dentsu.Connect data and identity platform. In the release, the company describes anime and manga as having moved from niche interests into mainstream culture, with strong commercial momentum in the Americas.
Dentsu says clients will get a single point of access to Kodansha’s IP in the region, the ability to build the properties into campaigns and experiences, and a competitive edge as participating brands. It also points to anime’s passionate fandom and broad age range, which it says extends beyond younger audiences. Caroline Hughes, Global Integrated Client Partner at Dentsu, said the partnership offers clients access to powerful, culturally embedded IP and enables brand-first, fan-centric activations. Tomoki Moriguchi, Director of Kodansha’s Rights Merchandising Department, said the deal creates new experiences and commercial pathways for Kodansha’s characters and stories.
As of this writing, there are no additional details as to how long the agreement will run or how many titles it will cover beyond the three named.
In 2023, Dentsu formalized its anime business when it announced Dentsu Anime Solutions Inc., a wholly owned subsidiary focused on anime licensing, established on July 3 of that year. Under the new structure, Dentsu’s Anime Division produces anime and provides anime-based solutions to clients in Japan and overseas, while Dentsu Anime Solutions handles sales and licensing, including merchandising, to broadcasters and streaming platforms.
This was then followed by the launch of the “dentsu anime solutions (das)” brand to support the overseas growth of Japanese anime content. It runs through three overseas hubs in North America, China, and Southeast Asia, with the North American arm led by Sei Matsumoto, president of Dentsu Anime Solutions.
Source: Dentsu Official Press Release
