The partnership between Dentsu and Japanese publisher Kodansha Ltd. gives clients in the Americas access to a wide array of anime and manga intellectual property, with titles such as Attack on Titan, Ghost in the Shell and Blue Lock included among the offerings. Under the arrangement, Dentsu serves as the single point of contact for brand marketers seeking to use Kodansha’s IP for sponsorships, tie-in campaigns, live events and fan experiences across the region.
The agreement comes as anime moves from a niche interest into mainstream commercial territory. The global anime market is on track to hit $60.27 billion by 2030, growing at a compound annual rate of about 9.8% from 2025 to 2030, according to Grand Review Research. The U.S. market alone was valued at $2.58 billion in 2024 and is forecast to reach $7.93 billion by 2033, a CAGR of 13% over 2025-2033, per the same research firm.
The Deal at a Glance
Dentsu is combining its own Japanese intellectual property research with its Dentsu.Connect data and identity platform. The catalog from Kodansha is being presented as an early user of that joined-up offering. The arrangement gives Dentsu’s clients a single path into Kodansha-owned IP for campaigns and experiential marketing.
The deal is framed by the company as a competitive edge for participating brands that want to signal cultural relevance to anime and manga fans. The arrangement is not about licensing a logo; instead, it positions brands as part of a cultural conversation.
What the Partners Said
“Anime has evolved from a niche to a mainstream cultural phenomenon,” said Caroline Hughes, global integrated client partner at Dentsu. “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.”
“We are excited to collaborate with Dentsu in bringing our IP to brands in the Americas region,” added Moriguchi Tomoki, director at Kodansha’s rights merchandising department. “Our characters and stories resonate with fans globally, and this partnership enables new experiences and commercial pathways.”
The two claims rest upon the same belief — that people who follow anime and manga will react to brand involvement in the same manner as audiences react to other kinds of media.
Why This Matters Now
The moment matters. Anime has shifted from a small curiosity into a large force in entertainment, and companies are searching for paths to reach younger audiences. A study from Dentsu, titled “Anime – A Growing Opportunity for Brands,” found that 36% of U.S. consumers watch anime at least once a week.
The number shows who is tuning in. Regular viewers make up thirty-six percent of the population, which means the audience for anime is no longer a niche group of fans but a significant share of the general public. A brand that can situate itself within that world gains visibility without needing to construct its own cultural cachet from the ground up.
The Global Numbers
| Market | Value (2024) | Forecast (2033) | CAGR |
|---|---|---|---|
| Global anime | $60.27B (2030) | N/A | +9.8% (2025–2030) |
| U.S. anime | $2.58B | $7.93B | +13% (2025–2033) |
The figures paint a striking picture: the global market is on track to top $60.27 billion by 2030, while the U.S. share of that total is expected to climb to $7.93 billion by 2033.
What Dentsu Gets Out of It
The agency Dentsu began operations in 1901 in Tokyo and currently operates across 120 countries and territories. This particular arrangement expands its presence into the Americas, a region where brand marketers are increasingly searching for means to engage with younger audiences.
That agreement brings together Dentsu’s proprietary Japanese intellectual property research into its Dentsu.Connect data and identity platform. Kodansha’s catalog is seen as an early winner from that combination.
Both sides stand to gain from this arrangement. Kodansha secures exposure for its intellectual property to a larger public, while Dentsu gains a collection of tested properties to present to its customers. The partnership includes sponsorships, tie-in campaigns, live events and fan experiences, which shows that engagement is the goal rather than mere passive viewing.
Justification for the investment comes from market forecasts. The global anime market is expected to top $60.27 billion by 2030, while the U.S. market alone is estimated to reach $7.93 billion by 2033. Companies are pursuing a share of the action because of that projected expansion.
Right now, the arrangement comes across as a clever business maneuver dressed up in talk about cultural importance. It works. The figures support it.
Source material: “‘Ghost in the Shell,’ ‘Attack on Titan’ and ‘Blue Lock’ IP Lands at Dentsu in New Kodansha Partnership for the Americas (EXCLUSIVE),” Variety.
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