Licensing Licensing Expo

Konami Expands Yu-Gi-Oh! with New Merch


Konami Cross Media NY, which manages the Yu-Gi-Oh! brand outside of Asia, continues to expand the Yu-Gi-Oh! brand program. The company has signed new licensing partnerships with Tioneer, FYE, Loot Crate, and

“There’s a stronger presence for Yu-Gi-Oh! at the retail level thanks to the growing popularity of Anime and the fact that anime is more accessible to fans than ever before in today’s streaming marketplace,” said Jennifer Coleman, vice-president of licensing and marketing. “We are excited to be working with these new licensees, to establish a wider assortment of product offerings for the Yu-Gi-Oh! brand.”

Tioneer, a jewelry company specializing in personalization, kicks off its new Yu-Gi-Oh! jewelry line with several product lines, all featuring sterling silver, stainless steel, and titanium collectible pendants, rings, and bracelets.

FYE will launch Yu-Gi-Oh! branded cereal and chocolate bars in its stores this June as the first items in a direct-to-retail exclusive to North America.  To coincide with the DTR debut, it will also carry exclusive Yu-Gi-Oh! apparel merchandise.

To help broaden engagement among anime fans, Loot Crate signed on to feature exclusive Yu-Gi-Oh! branded items in select editions of its Loot Anime Crates. will also debut new Yu-Gi-Oh! character costume lines for Halloween. The costumes will be available for purchase online through and worldwide, excluding Asia.


The new agreements were revealed during Licensing Expo 2019, where Konami Cross Media NY is exhibiting in booth F188.