Toei Animation Shares Successes for One Piece Franchise Ahead of Licensing Expo 2024

Toei was proud to share in a recent report the continued growth and success of One Piece.



As anticipation builds for Licensing Expo 2024, Toei Animation, renowned studio and leader in the anime industry, today reported on the fruitful outcomes of their One Piece licensing endeavors since last year’s expo. Marking the franchise’s global 25th anniversary in 2024, Toei Animation unveiled plans for a spectacular celebration in Las Vegas from June 10th to 16th, coinciding with the launch of the franchise’s official English channel on YouTube.

Over the past 12 months, Toei Animation has executed a total of 43 license agreements for One Piece, comprising 29 new licenses and 14 renewals. These agreements span diverse product categories, including apparel, accessories, toys, collectibles, housewares, lighting, books, and location-based entertainment. The list of new One Piece license agreements includes:

  • Cloud9: Leading esports organization for a collection of apparel and accessories.
  • Culturefly: Manufacturer of exclusive licensed collectibles, subscription boxes, and tech accessories for customers to showcase their One Piece fandom.
  • DIM MAK: DJ Steve Aoki’s fashion lifestyle brand for a limited-edition collection of apparel and collectibles.
  • Greatness LCC: Director Andy Nguyen of unique licensed culinary experiences and brand activations for the creation of the first-ever One Piece Cafe in the U.S.
  • IMLDESIGNS: Privately held design house specializing in clothing, toys/collectibles and season gifting for One Piece apparel across the kid’s retail space.
  • KessCo: Leading manufacturer of innovative games, puzzles, and toys for a collection of outdoor toys and tabletop games.
  • Kura Sushi USA: Innovative and tech interactive Japanese restaurant chain for a limited-time Bikkura Pon collaboration including prizes, merchandise, in-store giveaways and themed space décor.
  • Otaku Lamps: Manufacturer of licensed collectible lighting products for a collection of neon and LED lamps.
  • PUMA: One of the world’s leading sports brands for a collection of footwear, apparel and accessories.
  • Trends International: Leading supplier of licensed posters, calendars, stickers and social stationary products for a collection of posters.
  • Scholastic Corporation: World’s largest publisher and distributor of children’s books for a collection of coloring and tracing books.
  • Super Impulse USA: Leading manufacturer of toys, novelty items and collectibles for a collection of Poptaters™, a line of hilarious mashups in the Potato Head form.
One Piece | Toei Animation

“One Piece continues to captivate audiences worldwide as it celebrates its 25th anniversary,” remarked Masayuki Endo, President of Toei Animation. “We’re thrilled to commemorate this milestone and bring the vibrant world of One Piece to life in Las Vegas next month. We invite fans to join us for this special event and to subscribe to the new One Piece English channel on YouTube.”

Since its inception 25 years ago, One Piece has evolved into a cultural phenomenon, encompassing 15 feature films, numerous video games, and a trading card game, among other ventures. Notably, the franchise has witnessed heightened brand awareness and consumer demand in recent times, driven by successful productions and marketing initiatives.

In the past year, One Piece achieved significant milestones, including the release of “One Piece Film Red,” the franchise’s 15th feature film, which grossed a record-breaking $189.5 million globally. Additionally, the episodic series concluded its Land of Wano arc and launched the new Egghead arc. These achievements were complemented by innovative marketing endeavors, such as a giant character balloon at the Macy’s Thanksgiving Day Parade and a location-based entertainment experience at New York Comic Con 2023.

Apparel and accessories remained top-performing categories for One Piece in 2023, resulting in notable collaborations with brands like DIM MAK, Cloud9, and PUMA. The franchise also secured new license agreements with leading companies, including Culturefly, Kura Sushi USA, and Otaku Lamps.

Toei Animation looks forward to engaging with current and potential licensees for One Piece at Licensing Expo 2024, where they will showcase the franchise’s enduring appeal and exciting future prospects. Attendees are encouraged to visit the Toei Animation booth (C-170) for further information.

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