Bulldog secures swathe of new partners for Yo-Kai Watch

A quartet of new partners has joined the growing portfolio of partners to span bedding, posters and related merchandise, balloons and party decorations and a range of wheeled toys.
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Bulldog Licensing has secured a clutch of new licensees for the hit animé brand Yo-Kai Watch.

A quartet of new partners has joined the growing portfolio of partners to span bedding, posters and related merchandise, balloons and party decorations and a range of wheeled toys.

Character World, GB Eye, Amscan and MV Sports each join the burgeoning roster of partners that already includes the likes of Danilo with greetings cards, Spearmark with lunchware, Blueprint for stationery, Cooneen for nightwear, Fashion UK, Kinnerton, Egmont and more.

Yo-Kai Watch has made the move to the UK from the Japanese market where it continues to dominate the television, merchandise, gaming and toy markets, generating retail sales of over €2bn in less than two years.

“Yo-Kai Watch is an incredible opportunity for the boys’ market in the UK,” said Bulldog Group MD, Rob Corney.

“The creative is incredibly strong and completely different from anything else on the market; the commercial partners are top calibre and retail buyers across the market are working with us to develop in-store presence and promotions.

“There is much more to come from this brand and we have interest from numerous potential partner across many different categories.”

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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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