Marketing Is Merciless, But Dentsu Anime Deal Is Also Very Beautiful

Dentsu this morning unveiled a deal with Japanese anime publisher Kodansha Ltd. in the Americas, making it the primary agent for brand marketers seeking to tie into its catalogue of anime content.

Titles covered in the deal include multi-billion-dollar franchises such as "Attack on Titan," "Ghost in the Shell," and "Blue Lock."

The agreement includes promos, tie-ins, advertising, events and experiential activations.

The partnership builds on Dentsu's already dominant position in anime-related marketing inventory, including its proprietary research, data and identity platform.

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“Anime has evolved from a niche to a mainstream cultural phenomenon,”Dentsu Global Integrated Client Partner Caroline Hughes stated, adding: "By partnering with Kodansha, we are offering our clients access to some of the most powerful and culturally embedded IP in the anime and manga universe and enabling brand-first activations and fan-centric opportunities across the Americas.”

Citing data that the anime market is projected to reach $60 billion by 2030, Dentsu noted that the U.S represents nearly $3 billion of the current marketplace.

1 comment about "Marketing Is Merciless, But Dentsu Anime Deal Is Also Very Beautiful".
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  1. Frank Zazza from iPause Ads, September 25, 2026 at 9:40 a.m.

    Hi Joe, as a pioneer in product placement, I see a vast opportunity beyond promotions and tie-ins. Anime reaches deeply engaged Gen Z and Millennial audiences. With the creators’ and rights holders’ approval, virtual product placement could bring brands naturally into these worlds and reach millions of fans. The key is to respect the story and be transparent about paid brand involvement, especially when younger viewers are part of the audience.

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