New Apparel Among New Product Lines Announced
Konami Cross Media NY, Inc. is making a major strategic move to strengthen the Yu-Gi-Oh! brand in Europe’s booming collectible market. The company announced a new licensing and merchandising partnership in Germany, one of the most passionate regions for Yu-Gi-Oh! TRADING CARD GAME fans.
Jennifer Coleman, Senior Vice President of Marketing and Licensing at Konami Cross Media NY, revealed that g.l.a.m. GmbH & Co.KG (glam) has been appointed as the new sub-agent to expand Yu-Gi-Oh! licensing initiatives in Germany, as well as Austria and Switzerland.
A Strategic Partnership to Boost Yu-Gi-Oh! in the DACH Region
glam is a full-service licensing agency with a proven record of building strong retail and licensee connections across the region. With nearly two decades of experience, Kristin Ehring, glam’s Director of Sales and Accounts, will oversee the Yu-Gi-Oh! brand expansion strategy.
Coleman explained the decision behind the partnership, noting:
“The team at glam knows and understands our demographic. With their strong retailer relationships, extensive knowledge of the market, and impressive network of licensees, glam will help us grow both in revenue and awareness while satisfying fans’ desire for Yu-Gi-Oh! merch in the territory.”
Expanding Yu-Gi-Oh! Merchandising Across Multiple Categories
The new collaboration will strengthen the Yu-Gi-Oh! brand presence through a diverse range of consumer product categories, including:
- Toys & Games: Expanding beyond the card game to branded collectibles and playsets.
- Fashion & Accessories: Apparel, bags, and themed lifestyle products for all ages.
- Home & Living: Decor and products that bring Yu-Gi-Oh! energy to fans’ everyday environments.
- Back-to-School: Stationery, backpacks, and school gear for young duelists.
This broad product strategy aims to keep Yu-Gi-Oh! top-of-mind for fans across Europe while introducing the franchise to new audiences in both retail and online markets.
glam Debuts Yu-Gi-Oh! at European Trade Shows
To kick off the partnership, glam showcased Yu-Gi-Oh! at BRANDmate, a key German trade event held in Essen, and later presented the brand at the Brand Licensing Europe (BLE) expo in London. Both events generated strong industry interest, signaling a promising path for future retail collaborations.
By introducing Yu-Gi-Oh! through high-profile trade shows, glam and Konami Cross Media NY demonstrated their commitment to expanding the franchise beyond the trading card community, targeting lifestyle and fashion sectors as well.
New Apparel Collection from Van der Erve
One of the first major deals under this new collaboration is with Van der Erve, a Belgium-based apparel manufacturer recognized for its expertise in manga, anime, and gaming brands.
The partnership will bring a new Yu-Gi-Oh! apparel collection for both children and adults, set to launch across Europe and the UK. This initiative marks a strong step toward diversifying the brand’s product lineup and making Yu-Gi-Oh! a consistent presence in contemporary fashion.
Fans can expect designs inspired by iconic Yu-Gi-Oh! characters, duel monsters, and artwork that celebrate the franchise’s legacy and appeal to nostalgic fans and newcomers alike.
Strengthening the European Presence of Yu-Gi-Oh!
Germany remains one of the top European markets for the Yu-Gi-Oh! TRADING CARD GAME, supported by a vibrant fan base and competitive tournament scene. By partnering with glam, Konami Cross Media NY aims to leverage this strong community foundation to drive growth in merchandise sales and brand recognition.
The appointment of glam as sub-agent aligns with Konami Cross Media NY’s ongoing mission to expand Yu-Gi-Oh!’s global footprint through partnerships that understand local markets, retail channels, and consumer trends.
A Promising Future for Yu-Gi-Oh! Merchandising in Europe
With glam’s expertise and existing retail network, along with new collaborations like Van der Erve’s apparel line, the future looks bright for Yu-Gi-Oh! merchandise across Europe. Fans can look forward to more diverse, high-quality products that bring the Yu-Gi-Oh! universe into everyday life—from clothing and collectibles to home goods and school essentials.
As Konami Cross Media NY continues to deepen its presence in international markets, Germany and its neighboring regions are set to play a central role in the next chapter of Yu-Gi-Oh!’s global merchandising success.
