Rocket Licensing to manage UK licensing for anime hit Bananya

BRANDORA Editorial Staff - March 2018
 

 
Fast-growing licensing campaign for popular Japanese online animated brand reaches UK

 

Independent licensing agency Rocket Licensing has been appointed to manage the UK licensing campaign for the Japanese anime hit Bananya. The property is based on a successful TV and online series of short animated films about cute kitties who live in bananas.

Bananya (a combination of ‘banana’ and ‘nyan’, the Japanese word for ‘meow’) was originally produced by the Japanese animation studio Gathering; the charming and funny adventures of Bananya and his family and friends, all of whom live in bananas, launched on Japanese TV and streaming services in 2016. The global potential of the show was confirmed when it was then streamed outside Japan by Crunchyroll, a leading global destination and platform for Japanese anime and Asian content, with an online community of over 35 million. Rocket’s representation of Bananya begins a long-term partnership with Crunchyroll.

The short episodes quickly built up a strong online following in a number of countries, notably the US, where Bananya’s online popularity has led to the development of a strong licensee base and retail presence. Many major retailers, including Walmart, Target and Hot Topic are now stocking a wide range of Bananya merchandise, including plush, backpacks, t-shirts, stationery and footwear.

The popularity of the quirky, funny, cute and adorable little kittens is growing fast in the UK, where millions of Crunchyroll viewers are based. Rocket will be managing a licensing campaign that aims to build on the popularity of Bananya, targeting a core market of tween and teen girls and young women, as well as gift buyers of all ages. Bioworld International is the first licensee to see the opportunities Bananya presents and is currently working across several categories.

Rocket will be looking to fill key categories alongside Bioworld International’s range including publishing, health and beauty and food and confectionery (including celebration cakes, biscuits, ice cream and chocolate), where the brand’s visual appeal and charm will be strong attractions for both consumers and licensees.

Rocket plans to showcase Bananya in trade shows this year, in particular Las Vegas and BLE, where it expects a strong response to a property that has already made a licensing impact in a number of major markets.

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “This clever, quirky, delightful and super-cute property has already made clear its potential in some very big markets. Now Bananya is perfectly positioned to build a licensing programme in the UK based on its strong online presence in this country. We’re expecting big things from these little banana-loving kittens and are looking forward enormously to working with Crunchyroll on this and many more innovative and exciting properties in future.”