Evolution USA leads Yo Kai Watch in North America

The firm has been appointed the licensing and merchandising agent for the popular franchise.
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Evolution USA has been appointed as the North American licensing and merchandising agent for Yo Kai Watch.

The firm will premiere the popular multi-media franchise property at next week’s Licensing Expo in Las Vegas, with products and retail promotions hitting stores from autumn next year.

Under the new deal, Evolution USA will also represent Little Battlers Experience to the USA and Canadian markets.

Hasbro has been previously announced as the Yo Kai Watch master toy licensee for the USA, Canada, Europe, New Zealand, Australia, Mexico, Central and South America and will develop new toy lines for spring 2016.

Meanwhile, Viz Media has been granted the publishing rights for Manga under the Perfect Square imprint.

“As leaders in the licensing industry, Evolution is the perfect partner to license and manage these amazing properties in the North American market as we expand the franchises globally,” said Marc Harrington, senior vice president of global strategy and development.

Travis J Rutherford, president licensing and retail at Evolution, added: “Yo Kai Watch has taken the Japanese retail market by storm selling excess of $1.0 billion of toys and other merchandise in Japan, not counting games, music or publishing.

“Plans are well underway for a major rollout of this sensational franchise across North American market and our team looks forward to supporting all the efforts of Hasbro, Nintendo and Viz Media to maximise this opportunity across all retail channels.”


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One to watch: The journey of Yo-Kai Watch

It has created a frenzy in Japan with merchandise sales hitting €2bn in just 20 months and now, Yo-Kai Watch has its sights firmly set on the West. With the TV series heading to UK screens and the toys hitting shelves next year, Licensing.biz explores the property expected to be the biggest boys' brand of 2016.

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