Yo-Kai Watch sweets on the way from Kinnerton

Kinnerton is developing a Yo-Kai Watch confectionery range.

The deal, negotiated by the brand’s licensing agent Bulldog Licensing, will see the firm produce a varied range based on the anime brand, including Easter eggs, mealtime sets, mug and egg sets, advent calendars and chocolate lollies.

Distribution will be through chain stores, department stores, mass merchants, catalogues and speciality stores.

"Despite only recently launching in the UK, this brand is attracting a huge amount of interest,” said Bulldog licensing manager Vicky Hill.

“We are in talks with many other partners, so watch this space – Yo-Kai Watch is going to be huge.”

Yo-Kai Watch follows an average boy, Nate, who gets a special watch empowering him to discover mysterious beings called Yo-kai.

The anime series has already enjoyed huge success in Japan, where it dominates the television, merchandise, gaming and toy markets, generating retail sales of over €2bn in less than two years. In the UK, the show broadcasts on Cartoon Network.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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