Crunchyroll is scaling its annual Ani-May initiative into a global, month-long licensing and retail program, launching today with coordinated activations across streaming, commerce, and fan engagement.
“Anime is something we celebrate every day, but Ani-May is our chance to deepen that connection with fans even further. It’s a moment to come together, revisit old favorites, discover something new, and shop, play, and watch in ways that feel meaningful,” says Gita Rebbapragada, Chief Operating Officer, Crunchyroll. “Throughout the month, we’re creating new ways to engage and celebrate as a community, all leading up to the Anime Awards, where we honor the creators behind the stories that inspire audiences around the world.”
Positioned as a cross-platform campaign, Ani-May connects major anime properties with audiences through a mix of digital content, retail promotions, and in-person experiences. The program includes discounted membership offers across platforms such as Sony’s PlayStation, Amazon Prime Video Channels, and connected TV ecosystems, as well as exclusive merchandise drops via the Crunchyroll Store.
New product launches tied to series including Jujutsu Kaisen,Frieren: Beyond Journey’s End, and Solo Leveling roll out throughout the month, supported by global retail partnerships. In the U.S., the campaign includes a nationwide retail takeover with Hot Topic, featuring dedicated in-store merchandising and exclusive apparel assortments.
“It’s been incredible to see how many partners around the world are leaning into Ani-May and wanting to celebrate anime alongside us,” shares Scott Donaton, SVP, Global Brand and Community, Crunchyroll. “They recognize anime as a powerful cultural connector, and together we’re creating moments that bring fans and communities closer across every touchpoint.”
Content remains a central pillar of Ani-May, with key moments including the release of Chainsaw Man — The Movie: Reze Arc on the platform and the livestream of the 10th annual Crunchyroll Anime Awards. Seasonal programming also highlights new series such as Witch Hat Atelier and Daemons of the Shadow Realm.
The campaign extends into gaming through integrations with titles like Forza Horizon 6, offering in-game rewards for subscribers, and expands Crunchyroll’s Game Vault library with new releases. Social and community engagement includes YouTube watch parties, a week-long Twitch streaming event, TikTok live programming, and creator-driven content across platforms.
Additional global activations include theatrical releases such as That Time I Got Reincarnated as a Slime The Movie: Tears of the Azure Sea, alongside region-specific retail campaigns, live events, and experiential marketing across EMEA, LATAM, and APAC markets.
Through Ani-May, Crunchyroll continues to position itself as a central hub for anime licensing, integrating content, commerce, and community engagement into a unified global initiative.
Learn more at crunchyroll.com.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
