Toei Animation Adds Licensing Unit

Toei Animation Inc. is branching out from animation production by founding its own in-house consumer products licensing division. Headquartered in Toei’s Los Angeles offices, the unit will focus on the U.S. market and will be overseen by Coy Edmunds, who joins the company as director of business development and licensing. The operation will official debut at the New York Int’l Licensing Show in June and will initially focus on representing licensing efforts for Toei’s popular Digimon brand.

Edmunds comes to Toei Animation from L.A.-based Focus Sports Management Inc., where he was a director and agent. Before that, the law-school grad executed high-profile entertainment and sports-based promotional events as marketing manager for United Global Artists in Tokyo.

‘With the formation of an in-house 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,’ comments Yosuke Kobayashi, president and COO of Toei Animation. ‘We look forward to working with Coy Edmunds, an experienced executive whose expertise in licensing and marketing will help launch our new licensing operation.’

Founding in 1956, Toei Animation has produced more than 9,000 episodes of TV series and 172 feature films to date. The company has headquarters in Tokyo and sales offices in Los Angeles, Hong Kong, Shanghai and Paris.