• by Joe Mandese  @mp_joemandese, June 29, 2023

Tokyo-based agency holding company Dentsu Monday will launch a new division specializing in the nearly $30 billion anime marketplace built around the stylized form of Japanese animation that has expanded into a global cult following.

Plans for the new unit, Dentsu Anime Solutions (DAS), were originally unveiled late last year, but the holding company says it now has a "global remit" to develop, produce, license and merchandise anime characters and content to media outlets and brands worldwide.

“Our content business is one of Dentsu’s true differentiators," DAS Representative Director and President Sei Matsumoto states, adding: "In particular, 'anime' continues to generate enthusiasm around the world, especially among Gen Z audiences. It is a fast-growing opportunity for us as well, and we are pleased to announce the establishment of this new specialist company. With this launch, we will continue to enhance our expertise in various areas, such as producing new anime IP, supporting sales, and of course license management."

The new unit, which will be based in Tokyo, comes at a time when Dentsu also is investing heavily in Web3 variants, including branded metaverse and NFT applications that often leverage stylized animation and graphical illustrations. Earlier this week, Dentsu announced the first holding company deal with online gaming platform Roblox.

Noting that the anime market already has exploded, diversified and expanded in recent years across streaming networks, Dentsu cites data forecasting the market is projected to expand to $60 billion by 2030.

"The average annual growth rate for this period is expected to be 9.8%," the company said.