According to the UnivDatos, the Global Anime Merchandising Market was valued at USD 8.7 billion in 2023 and is expected to grow at a strong CAGR of around 8.9% during the forecast period (2024-2032) owing to the availability of anime on platforms like Netflix, Crunchyroll, and Hulu has introduced anime to a broader audience, boosting merchandise sales.
In the world of anime and manga, more collaborations between popular projects and strong brands are observed, therefore producing cases and attractive products for buyers. Two notable partnerships highlight this trend: One Piece and Lacoste, as well as launching a Nendoroid figurine from the manga series Bocchi the Rock!
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Lacoste One Piece Collection
In August 2024, Lacoste made a return with a collection that underscores the One-Piece series, which has been popular for more than twenty years. In this cooperation, they release different items of clothing, including accessories that are associated with the most popular show, particularly the character, Nico Robin. This range comprises hoodies, t-shirts, polo shirts, socks, and caps which feature the good looks of Lacoste and the adventurous feel of One Piece.
The collection was announced in the cover illustration for chapter 1106 of One-Piece featuring Robin and a Lacoste-Shirt-wearing crocodile. This is an excellent marketing move not only for fans of the anime series but also for the tendency to use popular anime brands to produce limited merchandise. The first pack in the series was released in Japan on August 2, 2024, although the company intended to release it more widely shortly after.
Nendoroid Release from Good Smile Company
Before that in early January 2024, following the production of Bocchi the Rock! Anime, the Figure Studio of Good Smile Company brought out a Nendoroid toy based on Hitori Gotou. This came before the announcement of a second season of the show; this is because this is a way of riding on the enthusiasm that fans are bound to show in the subsequent seasons. The Nendoroid is a product that comes in a small size and catches the available characters in a cute and clumsy style which is always received with interest by buyers and collectors.
This timing shows that GMCS knows the market well and wants to keep people interested, as well as keep building on the discussion within the fans’ community. By launching merchandise related to some popular shows even before they come up with new episodes, then companies are making sure that the fans remain engaged always.
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Conclusion
This case is indicative of how brands are starting to better understand the need to interact with anime culture. Lacoste has not only associated with the popular franchise One Piece, but also current culture of nostalgia and consuming pop-culture references in today’s fashion. In contrast, Good Smile Company has been rather reactive with Bocchi the Rock! But it also shows how timing plays a role in milking the fan base for all it’s worth.
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