Crunchyroll, JAKKS Strike Major Anime Deal

Crunchyroll has sealed a high-impact partnership in the United States that could significantly reshape the anime merchandise landscape. The streaming giant has teamed up with toy manufacturer JAKKS Pacific to roll out a sweeping range of collectibles tied to some of the most popular franchises in anime, including the breakout hit Solo Leveling.

The agreement marks one of Crunchyroll’s most ambitious consumer product expansions in recent years, signaling a deeper push into mainstream retail and fan-driven merchandise culture.

A Strategic Alliance to Expand Anime Retail

According to an official announcement from JAKKS Pacific, the company will design, manufacture, and distribute a broad lineup of toys and collectibles based on leading Crunchyroll properties. The deal positions JAKKS as a key U.S. partner for officially licensed merchandise tied to titles that have dominated streaming charts and social media discussions.

The product slate is expected to include collectible action figures, plush toys, cosplay items, and tech accessories. Among the headline franchises in the initial rollout is Solo Leveling, the South Korean web novel adaptation that has quickly evolved into a global anime sensation.

The move reflects a growing demand for premium anime merchandise in North America, where fan engagement increasingly extends beyond streaming platforms and into live events, gaming culture, and collector communities.

What Executives Are Saying

Ariana Berman, Senior Director of JAKKS’ Anime Division, described the partnership as an opportunity to fully embrace the rapidly expanding anime sector. She emphasized that collaborating with Crunchyroll, widely regarded as a leading force in global anime distribution, offers JAKKS a strong foundation to scale its ambitions in the category.

Anna Songco Adamian, Vice President of Global Consumer Products at Crunchyroll, echoed that enthusiasm. She noted that the partnership is designed to translate beloved anime stories into tangible experiences for fans worldwide, expanding how audiences interact with their favorite characters.

Both companies framed the collaboration as more than a standard licensing deal, positioning it instead as a long-term effort to deepen fan engagement.

Solo Leveling Takes Center Stage

Among the properties included in the agreement, Solo Leveling stands out as a flagship franchise.

The series, which follows Sung Jinwoo’s transformation from the world’s weakest hunter to an unmatched force in a monster-ridden universe, has cultivated a massive international following. Its anime adaptation amplified that popularity, driving streaming numbers and merchandise demand across multiple markets.

While Solo Leveling has previously partnered with brands such as PWR Supply for limited merchandise drops, the JAKKS agreement promises broader retail accessibility. Instead of niche collaborations, fans can expect sustained distribution across major U.S. outlets.

JAKKS has indicated it will pursue a multi-pronged merchandising strategy that includes live venue activations, collaborative brand events, and influencer-focused campaigns. The company is also building a global distribution model aimed at shortening delivery timelines and accelerating product launches.

By holding the design and manufacturing license, JAKKS may also introduce new visual interpretations and product styles that capture the series’ darker, high-stakes aesthetic.

More Heavy Hitters Join the Lineup

The partnership extends well beyond Solo Leveling.

Other confirmed titles include My Hero Academia, Frieren: Beyond Journey’s End, Black Clover, and Chainsaw Man – The Movie: Reze Arc. Each of these franchises commands a loyal fanbase and strong streaming performance.

In addition, JAKKS will serve as the official toy partner for Sekiro: No Defeat, an upcoming anime adaptation inspired by FromSoftware’s acclaimed video game. That addition suggests the deal could bridge anime and gaming audiences, two communities with significant crossover.

Further titles are expected to be announced later this year, indicating that the initial lineup may represent only the first phase of a broader expansion plan.

JAKKS’ Bigger Bet on Anime

The Crunchyroll deal comes on the heels of JAKKS Pacific launching a dedicated division focused on anime, manga, and digital creator brands. The initiative reportedly took more than two years to develop, underscoring how seriously the company is approaching this pivot.

Traditionally known for children’s toys and licensed entertainment products, JAKKS is now positioning itself within the fast-growing collector market. That shift reflects larger industry trends: anime has moved from niche fandom to mainstream entertainment, particularly in North America.

The company has already secured additional partnerships to support this strategy. Recent agreements include collaborations with COVER Corporation for Hololive merchandise and VIZ Media for exclusive Naruto products.

Taken together, these moves signal an aggressive effort to become a dominant player in anime merchandising rather than a peripheral licensee.

Why This Matters for the Anime Industry

The U.S. anime market has expanded rapidly over the past decade, driven by streaming accessibility, social media fandom, and high-profile theatrical releases. As titles such as Demon Slayer and Jujutsu Kaisen proved, anime is no longer confined to specialty stores or convention halls.

Merchandising has become a critical revenue pillar for studios and distributors. High-quality collectibles and lifestyle products not only generate income but also strengthen brand loyalty and long-term franchise value.

By partnering with an established U.S. manufacturer, Crunchyroll gains greater retail reach and operational efficiency. For JAKKS, the deal offers entry into a highly engaged consumer base willing to invest in premium collectibles.

The emphasis on “speed-to-market” suggests both companies recognize how quickly online buzz can translate into demand. Timely product releases tied to anime premieres or film debuts could prove crucial in capturing fan excitement.

Retail, Collectors, and the Road Ahead

Industry observers note that anime merchandising has increasingly mirrored trends seen in superhero and gaming fandoms, where limited drops and exclusive designs drive urgency. If executed effectively, this partnership could elevate anime toys to a more prominent position in mainstream retail chains.

The inclusion of live venue activations and influencer events also signals a modern marketing approach. Rather than relying solely on traditional toy release cycles, JAKKS appears to be aligning with how younger audiences discover and engage with brands.

For Solo Leveling specifically, sustained retail presence could solidify its standing as a long-term franchise rather than a seasonal hit. With additional seasons and potential spin-offs likely to fuel interest, merchandise availability could play a pivotal role in extending its cultural footprint.

A Defining Moment for Anime Merchandising

Crunchyroll’s agreement with JAKKS Pacific represents more than a licensing arrangement, it is a strategic alignment between streaming dominance and manufacturing scale.

As anime continues its global ascent, partnerships like this illustrate how the industry is evolving from digital distribution to full-spectrum brand ecosystems. For fans of Solo Leveling and other top-tier series, the result may soon be visible on store shelves nationwide.

If successful, the collaboration could redefine how anime merchandise reaches American consumers, and set a new benchmark for future licensing deals.

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