Anime merchandise rights guide: how character licensing works
Merchandising is the biggest piece of the domestic anime market, but the rights are fragmented by product category and territory.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: Anime merchandise rights are character and media rights that production committees license to third parties to make toys, apparel, figures, stationery, and other products. The Association of Japanese Animations reports that domestic merchandising revenue reached ¥748.8 billion in 2024, making it the largest single category in the domestic market. Major licensors include Bandai Namco Filmworks and Kodansha, while Toei Animation's Licensing segment generated ¥48.9 billion in revenue for the fiscal year ended March 2026.
What are anime merchandise rights?
Merchandise rights allow a licensee to use anime characters, logos, and artwork on physical or digital products. The rights holder, usually the production committee, can split these rights by product type, such as apparel, figures, or stationery, and by country or region.
The AJA Anime Industry Report 2025 classifies merchandising as a 'derivative' use of rights, distinct from the footage-based 'versions' of TV, film, video, and streaming. In 2024, domestic merchandising revenue reached ¥748.8 billion, up 6.8% year over year.
Who owns and licenses anime merchandise rights?
The production committee owns the underlying character rights. It then appoints or licenses a merchandising agent. For Blue Lock, Bandai Namco Filmworks handles licensing in Asia while Kodansha handles Europe, the U.S., and other regions, according to a Bandai Namco Filmworks press release.
For Haikyu, a 2025 U-Treasure press release for Hong Kong and Taiwan merchandise carried a 'Licensed by Medialink' credit, showing how a single franchise can use different merchandise agents for different Asian markets.
Verified roles in anime merchandise rights chains.| Function | Typical owner or licensee | Example |
|---|
| Underlying character rights | Production committee | TOKYO REVENGERS Anime Production Committee |
| Asia merchandise licensing | Bandai Namco Filmworks | Blue Lock |
| Europe / U.S. merchandise licensing | Kodansha | Blue Lock |
| Regional sub-licensee | Medialink | Haikyu in Hong Kong / Taiwan |
| Direct merchandise sales | Studio-owned goods division | Toei Animation Sales of Goods segment |
How studios report merchandise revenue
Toei Animation breaks its business into segments, including Licensing and Sales of Goods. For the fiscal year ended March 2026, the Licensing segment generated ¥48.9 billion in revenue and ¥26.7 billion in operating income, while Sales of Goods generated ¥7.9 billion in revenue. J-LiC's segment summary, based on Toei's securities filings, confirms these figures.
The high margin of the Licensing segment, 54.6% operating margin, reflects the economics of character rights: once an IP is established, incremental licensing revenue requires far less incremental cost than producing a new film.
How much do anime merchandise rights cost?
Per-title or per-product merchandise licensing fees are rarely disclosed. The cost depends on the franchise's popularity, the product category, the territories covered, and whether the license is exclusive.
What is publicly known is the scale of the aggregate market. AJA puts domestic merchandising at ¥748.8 billion for 2024. Individual deals, such as a limited-edition jewelry collaboration or a toy line, are negotiated privately.
No undisclosed price claims: AnimeSignal does not publish unverified per-title merchandise fees. The AJA aggregate and studio segment reporting are the most reliable public sources.
Why merchandise rights are fragmented
A single franchise can have dozens of merchandise licensees at once. One company may hold figure rights, another apparel rights, and a third food-and-beverage promotional rights. Each license has its own territory, term, and royalty structure.
This fragmentation lets the production committee maximize revenue by matching each product category to the most capable licensee, but it also means fans may see very different product ranges in Japan, North America, Europe, and Asia.
Frequently asked questions
What are anime merchandise rights?
They are the rights to use anime characters and artwork on products such as figures, apparel, stationery, and food promotions. The production committee typically owns them and licenses them out by category and territory.
Who licenses anime merchandise?
Major licensors include Bandai Namco Filmworks, Kodansha, and regional agents such as Medialink. Individual production committees also license directly.
How much do anime merchandise rights cost?
Public per-title fees are generally not disclosed. AJA reports the domestic merchandising market at ¥748.8 billion for 2024.
Do animation studios earn from merchandise?
Sometimes. Studios that own or co-own IP, such as Toei Animation, can earn licensing revenue. Studios that only provide production services usually do not share in merchandise sales unless their contract says otherwise.