A wide variety of merchandise and gaming experiences allow fans of the BLUE LOCK anime and manga to engage with this hit franchise as much as they’d like, especially with translations in over 20 languages published in more than 20 countries worldwide. Bandai Namco Filmworks is responsible for licensing in Asia, and Kodansha is responsible for licensing in Europe, the U.S., and other regions; and is actively developing localized products. The scale of licensing (number of merchandising applications) has grown significantly (approx. four times) in Asia alone, and sales (production committee income) approximately twelve times, which rivals the merchandising income generated in Japan. In Asia, pop-up stores offering BLUE LOCK goods and collectibles have been particularly well received.
US-centric promotional efforts have been both varied and widely successful. More than 2000 fans attended each of BLUE LOCK’s panels at 2024’s Anime Expo, filling those panel rooms to capacity. This rare opportunity to hear cast members, producers, and the manga’s editor speak on the franchise received a terrific response from those attending. Additionally, BLUE LOCK VS U-20 Japan was promoted at various LAFC (Los Angeles Football Club) matches throughout their season, marking the club’s first promotion of a Japanese anime.
BLUE LOCK’s success comes not only from the growing global soccer fandom, but also from its unique themes and distinctive characters. Closer to a “death game” in structure than a sports series, BLUE LOCK features enticing action sequences while also tackling difficult subjects like the nature of individuality and how human connection can rise from competition.
International BLUE LOCK fans can expect continued simultaneous releases of BLUE LOCK media and additional activations as Bandai Namco Filmworks and Kodansha remain committed to bringing incredible stories like this one to global audiences.
