Konami Announces Global Apparel Deals for Yu-Gi-Oh!

NEW YORK, NY May 27, 2025 – Konami Cross Media NY, Inc. has secured global apparel deals bringing Yu-Gi-Oh! merch to its fan base around the world with licensing agreements signed with online retailers Vanquish Fitness and Creating Fun as well as Steady Hands. It was announced today by Jennifer Coleman, VP of Licensing and Marketing at the company.

“Each of our new partners is looking to expand their Anime presence in the marketplace and Yu-Gi-Oh! is their top choice,” said Coleman. “These agreements will bring new lines of athletic wear, high-end jackets and bespoke knitwear, a new apparel offering for the Yu-Gi-Oh! merchandising business.”

Vanquish Fitness, an online retailer and apparel brand, will provide Yu-Gi-Oh! inspired fitness garments, gym joggers, hoodies and track suites. Based in London, Vanquish Fitness was launched in 2015 by school friends Oliver Maloney and Ruben O'Brien. The company recently introduced a platform for athletes to connect by joining the #VQFIT involvement becoming part of one of the fastest-growing fitness communities in the world and a new opportunity for Yu-Gi-Oh! fans who want to connect with liked minded fitness buffs.

Creating Fun is a boutique online retail shop, blending bespoke cut-and-sew craftsmanship with modern streetwear. With a focus on premium fabrics, "if you know you know" designs, and launching US-based fashion brands for popular Japanese IP, Creating Fun is excited to bring their lifelong love for Yu-Gi-Oh! by offering fans products they've never seen before.

Konami Cross Media made an initial connection with Steady Hands at a recent Licensing Expo in Las Vegas which led to a series of negotiations and a signed agreement. Steady Hands, known for its knitwear collections, has a robust social media presence and strong engagement with Gen Z to assist in the marketing efforts of their products. For Yu-Gi-Oh! Steady Hands will deliver a line of bespoke knits, which marks a new category for Yu-Gi-Oh! as well as other garments including tees, button ups and a blanket. This main apparel collection follows Steady Hands' initial accessory only capsule collection that was inspired by the Yu-Gi-Oh! TRADING CARD GAME design.

About Yu-Gi-Oh!
Yu-Gi-Oh! is a true global phenomenon and perennial fan favorite. For over 25 years, the Yu-Gi-Oh! Card Game has amassed a fervent following and the brand continues to flourish with each new series and expansion. To date, fans have engaged by reading the original Manga as well as watching more than 1,000 Yu-Gi-Oh! Anime episodes across eight series and playing the Yu-Gi-Oh! TRADING CARD GAME and Yu-Gi-Oh! digital titles. The future is bright for the Yu-Gi-Oh! franchise with a robust slate of new content, games and merchandise planned for release that will continue to engage and entertain fans globally.