Case Studies : Yu-Gi-Oh!
Challenge
Establish Yu-Gi-Oh! as a global brand outside of Asia.
Japan-based Shueisha, along with partners TV Tokyo and Asatsu-ADK, wanted to build upon their tremendous local success in publishing, television and trading cards through global expansion of the Yu-Gi-Oh! brand.
Based on a proven track record in building global brands, 4Kids was selected by the Japanese consortium and tasked with adapting and distributing the TV series for markets outside of Asia. While Yu-Gi-Oh! was very successful in Japan, there was limited brand awareness outside of Asia. Additionally, the loyal brand audience of Boys 9-14 was older than the traditional character licensed target consumer Boys 6-11.
4Kids needed to develop and implement comprehensive marketing, merchandising and promotions strategies for each territory that focused on expanding the traditional younger audience of the television series and the various toy products.
Solution
4Kids crafted a marketing strategy focused on early adopters of manga and card collectors. Heavily influenced by pop culture, including music icons, celebrities and video games, this fickle audience of boys 9-14 desired to “find their own way.” Targeted to core fans and collectors, 4Kids launched an online viral campaign seeding that the Japanese mega-hit would soon arrive in the United States. The buzz grew strong and the stage was set for the launch of the new Yu-Gi-Oh! televisions series.
Retaining the early adopter fan base was an essential strategy to the successful licensing program. Cards were the core franchise driver as was leveraging the “cool” factor of the Japanese manga origin.
When the series launched in 2001 on Kids’ WB!, cards could only be found at select collector and hobby stores, which only built product demand. A new trend was born and the American consumers had “discovered” Yu-Gi-Oh!.
By 2002, the series had tremendous momentum internationally and aired in 6 countries. With broader coverage of the brand, the clamoring for those elusive cards only amplified. TV ratings in the U.S. soared on Kids WB! and the show also aired on Cartoon Network in key time periods that expanded the reach to the 9-14 viewer.
To maintain the brand sheen, 4Kids carefully developed a licensed merchandise program, crafting the look and feel of the property as an older boys’ brand, initially not marketing products targeted to kids under nine.
Mindful not to over-license the brand, 4Kids focused on a core group of licensees to avoid a burnout that often happens with hot properties. A long-term strategy was developed with the careful addition of licensees in core categories. 4Kids ensured consistent brand direction, promotional synergies and marketplace representation by initiating regular meetings with key licensees and retailers.
In association with the Japanese consortium, 4Kids produced the first theatrical motion picture, based on the hit animated television series. 4Kids negotiated an agreement with Warner Bros. Pictures to distribute Yu-Gi-Oh! The Movie, which was enthusiastically received by audiences around the world.
In Q1 2011, 4Kids along with the Japanese consortium, produced and released Yu-Gi-Oh! 3D: Bonds Beyond Time in select theaters nationwide. To continue to engage the older fans, a dedicated website and Facebook page were created.
Results
Yu-Gi-Oh! is celebrating its 10th Anniversary and continues to be a successful and appealing brand with over $4 billion in worldwide retail sales.
Programs continue to introduce the brand to a younger audience, while maintaining the core Boy 9-14 year old demographic. Yu-Gi-Oh! GX debuted Fall 2005. Yu-Gi-Oh! 5D’s launched Fall 2008 and the latest, Yu-Gi-Oh! ZEXAL is now airing on CW4Kids. The three series continue to air globally, with ZEXAL ready to make it’s debut in Europe and Latin America in 2012 and beyond!
Satisfying the core consumer as the audience aged down and never compromising the brand’s integrity are key brand achievements. Young adults in their late teens and early twenties still participate in organized tournaments throughout the world.
Successful international brand expansion: The show has been broadcast in over 60 countries, in over 20 languages, ensuring steady momentum as it enters its 10th year on retail shelves.
In 2005, Forbes listed Yu-Gi-Oh! as the 6th richest licensed character brand.