Dentsu opens Kodansha anime catalogue to brands across the Americas

Brands in the Americas can now build campaigns around Attack on Titan, Ghost in the Shell and Blue Lock through one contact.

Dentsu has struck a partnership with Japanese publisher Kodansha Ltd. that gives Dentsu clients in the Americas access to its anime and manga intellectual property, meaning the characters, titles and artwork brands can pay to use, as reported by Variety. The agreement was disclosed on 24 September 2026. The three named titles are Attack on Titan, Ghost in the Shell and Blue Lock.

Under the agreement, Dentsu acts as the central point of contact for brand marketers. That covers sponsorships, tie-in campaigns, live events and fan experiences throughout the Americas. A marketer seeking to use Kodansha material does not start with separate rights holders.

The business case rests on viewing habits. Dentsu research titled ‘Anime – A Growing Opportunity for Brands’ found that 36% of U.S. consumers watch anime at least weekly. That is the measurement Dentsu is putting to advertisers considering anime tie-ins.

Dentsu also plans to fold its proprietary Japanese intellectual property research into Dentsu.Connect. That is its data and identity platform, the system it uses to match audiences to media placements. Kodansha’s catalogue will be an early beneficiary, giving planners title-level information to pair with brand categories.

Named on the deal are Caroline Hughes, global integrated client partner at Dentsu, and Moriguchi Tomoki, director at Kodansha’s rights merchandising department. Dentsu was founded in 1901 in Tokyo. It now has a footprint spanning 120 countries and territories.

What makes this stand out is where viewers will see it. The partnership does not order new episodes or films. It governs how existing titles appear on shelves, billboards and event stages.