New partnership unlocks promotional rights for brand campaigns throughout the Americas; includes global blockbuster titles like Attack on Titan, Ghost in the Shell and Blue Lock 

Dentsu announced that it has secured a strategic partnership for clients to access a wide range of the anime and manga intellectual property (IP) library owned by Japanese publishing powerhouse Kodansha Ltd. in the Americas. Titles include numerous multi-billion-dollar franchises such as Attack on Titan ®, Ghost in the Shell ® and Blue Lock ®. 

Under the agreement, dentsu will serve as the primary point of contact for brand marketers wishing to take advantage of the surge in anime and manga popularity, leveraging Kodansha’s IP for promotional activities and tie-ins (such as brand campaigns, events and experience activations). 

With dentsu’s proprietary Japanese intellectual property (J-IP) research now integrated within its industry-leading dentsu.Connect data and identity platform, Kodansha IP is leading the way in a booming market opportunity. Anime and manga are no longer niche; they are now part of mainstream culture with rapidly growing commercial momentum, especially in the Americas.   

• The global anime market is expected to reach approximately USD 60.27 billion by 2030, growing at a compound annual growth rate (CAGR) of ~9.8% from 2025–2030, according to Grand Review Research.  
• In the U.S. alone, the anime market was estimated at USD 2.587 billion in 2024 and is projected to reach USD 7.933 billion by 2033, with a CAGR of ~13% from 2025–2033, according to Grand Review Research. 
• Engagement is high: according to dentsu’s own “Anime – A Growing Opportunity for Brands” research, 36% of U.S. consumers report watching anime at least weekly. 

For brands seeking to engage highly passionate, digitally native and culturally attuned audiences, the timing could not be better. The strong fandom, wide-age demographic (not simply youth or kids), and robust licensing ecosystem mean that collaborating with anime or manga IP offers differentiated brand opportunities for new fan engagement. 

What this means for dentsu clients 
With this partnership, dentsu clients and prospects gain the following strategic advantages: 

• A single, streamlined interface via dentsu for accessing a wide range of Kodansha-owned anime and manga IP in the Americas. 
• The ability to integrate this IP into brand campaigns and experiential marketing, leveraging established fan bases and cultural relevance. 
• A competitive edge with dentsu serving as the designated route for this offering for its participating clients in the Americas. Participating brands can stand out in crowded markets and signal cultural relevance to fans of anime and manga. 

“Anime has evolved from a niche to a mainstream cultural phenomenon,” said Caroline Hughes, Global Integrated Client Partner at dentsu. “By partnering with Kodansha, we are offering our clients access to some of the most powerful and culturally embedded IP in the anime and manga universe and enabling brand-first activations and fan-centric opportunities across the Americas.” 
 
Tomoki Moriguchi, Director at Rights Merchandising Department, Kodansha added: “We are excited to collaborate with dentsu in bringing our IP to brands in the Americas region. Our characters and stories resonate with fans globally, and this partnership enables new experiences and commercial pathways.”