Konami Cross Media NY has named PhatMojo as its new Yu-Gi-Oh! master toy licensee. The partnership will see the LA-based toymaker manufacture playsets, action figures, plush and roleplay items inspired by the anime brand, and a first range of products is set to hit shelves in the US and Canada ahead of the 2022 holiday season.

Having generated an approximate US$19.84 billion in total revenue, Yu-Gi-Oh! is one of the highest-grossing media franchises of all time, according to financial services company TitleMax. The majority of this revenue has come from trading cards and merchandise.

This agreement comes on the heels of Kristen Gray being appointed president of Konami Cross Media NY. In her new role, Gray is charged with developing new content and building existing Konami brands including Frogger and Yu-Gi-Oh! into multimedia IPs.

The latest consumer products push for Yu-Gi-Oh! was in 2017 to celebrate its 15th anniversary. MJA Licensing was tapped as the brand’s sub-agent in France and select French-speaking territories, with Australia’s Coverpoint Marketing set up to handle Australia and New Zealand.