Bulldog and Viz Media bring Yo-Kai Watch to the UK

The two firms will bring Japanese phenomenon to the UK market.
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Bulldog Licensing will now represent Viz Media Europe brand Yo-Kai Watch, a new anime believed to top the sales charts amongst boys’ brands in the UK licensing sector.

Yo-Kai Watch follows a young boy, Nate, who gets a special watch empowering him to discover mysterious beings called Yo-kai. Yo-kai are everywhere, causing little nuisances in our daily lives. Nate’s ongoing quest is to find out the reason for the Yo-kai’s mischievous behaviour, with hopes of talking them out of it.

“YO-KAI WATCH is set to make a big impact on the UK market and we’re delighted that the Bulldog team, with all their experience and brand expertise, are on board to capitalise on the property’s huge licensing potential,” commented Aadil Tayouga, EMEA licensing manager, Viz Media Europe.

Rob Corney, Bulldog Group managing director added:“It’s not often you see this level of excitement surrounding a show that hasn’t even screened yet, but YO-KAI WATCH is set to be huge. For the first time in my career, we were seeing deal proposals coming in before we’d even pitched the brand. We’re expecting to release on initial deals any time soon, so watch this space.”


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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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