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Toei launches licensing arm

Edmunds to head division, will launch in June

TOKYO — Toon shop Toei Animation has launched a consumer-product licensing division as part of its L.A.-based U.S. operation.

Heading the division will be Coy Edmunds, who previously worked at Focus Sports Management as a director and agent. Edmunds also served as marketing manager for United Global Artists, a Tokyo-based sports and entertainment promo outfit.

Unit will officially launch this June at the Licensing Show in New York, repping Toei’s “Digimon” brand.

“With the formation of an inhouse licensing unit, Toei Animation becomes a fully integrated kids-based entertainment studio that develops, produces, distributes and controls the licensing and merchandising for our brands,” Toei prexy Yosuke Kobayashi said.

Toei Animation, a major toon house whose hits include the “Digimon,” “Dragonball Z” and “Sailormoon” series, has long had a sales presence in the U.S., marketing rights to more than 8,500 episodes of programming, including licensing of character goods and images. Toei is also actively licensing its products across a range of digital media.

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