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Movic
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Movic (ムービック, Mūbikku) is a Japanese company which specializes in the publication of trading cards, figures, CDs, and other general media related to the anime industry. Movic is a part of the Animate group.

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Anime involved in

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Movic

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Movic Co., Ltd. (ムービック, Mūbikku) is a Japanese entertainment company specializing in the planning, production, wholesale, publishing, and sales of merchandise related to , , games, and talents. Founded in October 1983 with a capital of 10 million yen, it serves as a core entity within the Animate Group, focusing on character-driven products such as trading cards, figures, CDs, and promotional materials. Headquartered at Hareza Tower in Tokyo's Ward, the company has grown into a key player in the otaku industry, supporting fan engagement through official online shops and collaborations with major franchises. The company's business spans multiple segments, including the character business for and merchandise, mass-market production of collectibles like trading cards and figures, movie-related promotions involving pamphlets and goods distribution, event organization for exhibitions and sales, and investments in and projects. Under the leadership of Representative Director Ryu , Movic emphasizes comprehensive provision, leveraging its position in the Animate ecosystem to deliver high-quality, licensed products that cater to global anime enthusiasts. Its annual turnover reaches approximately 13.5 billion yen (as of October 2023), reflecting its significant impact on the merchandising sector. Movic's contributions extend to notable collaborations and special projects, such as official shops for series like Demon Slayer: Kimetsu no Yaiba, , and , alongside event-based merchandise and digital content via platforms like . These initiatives underscore its role in bridging creators and fans, fostering the growth of Japan's animation and gaming culture through innovative and accessible goods.

History

Founding and early development

Movic was established in 1983 in as a company specializing in the planning, production, wholesale, publishing, and sales of character merchandise related to , , games, and talent. The founding occurred in the same year as the opening of the first Animate store in , (March 1983), positioning Movic as the merchandise production arm supporting the growing retail sector amid the burgeoning boom of the early 1980s. From its inception, Movic emphasized trading cards and -related media as core offerings, alongside figures, CDs, and general merchandise designed to capitalize on emerging trends in . This focus allowed the to quickly integrate with the expanding market for collectibles, providing licensed products that appealed to fans of contemporary series and fostering early collaborations with anime producers. Key initial milestones in the mid-1980s included Movic's entry into merchandise production for notable projects, such as contributions to Vampire Hunter D (1985) and Gall Force: Eternal Story (1986), where it handled elements like sets and related media releases tied to these popular titles. These efforts marked Movic's foundational role in the anime merchandise ecosystem, building a reputation for quality character goods before its later integration with Animate. Movic was established as a key component of what would become the Animate Group, with Animate serving as its retailing arm from early on.

Integration with Animate and expansions

Movic's corporate evolution involved close ties with the Animate group, where Animate functions as the retailing arm, significantly enhancing distribution networks for Movic's merchandise across . This relationship allowed Movic to leverage Animate's extensive store network for broader market reach in the sector. In the , Movic expanded into broader media categories, including character goods for and idols. A notable example is its entry into Vocaloid-related products, such as the series, which includes items like clear files and anniversary merchandise. These expansions diversified Movic's portfolio beyond traditional merchandise, tapping into the growing popularity of virtual idols and digital music phenomena. Movic's headquarters is located at 1-18-1 Higashi-Ikebukuro, Toshima-ku, 170-0013, in the heart of Tokyo's anime district near . By the , Movic further diversified through online sales platforms, operating a dedicated site for merchandise distribution.

Corporate structure and operations

Organizational overview

Movic Co., Ltd. is a wholly owned subsidiary of Animate Co., Ltd., specializing in the and industry. The company's are located at 1-18-1 Higashi-Ikebukuro, Toshima-ku, 170-0013, , serving as the central hub for its operations in character merchandise and related media. The organizational structure of Movic is centered around key operational divisions focused on , production, wholesale, , and of character products tied to , , , and talent. These divisions enable comprehensive oversight of merchandise development and distribution, ensuring alignment with Animate's broader ecosystem. Ryu Takahashi serves as the Representative Director, leading the company's strategic direction and emphasizing expertise in anime merchandise management.

Financial performance and subsidiaries

Movic reported a of 13.5 billion yen in fiscal year 2020. As of recent reports, Movic's annual turnover is approximately 12 billion yen. This figure reflects the company's position within the expanding merchandise sector, where overall industry revenues have demonstrated consistent growth, reaching approximately 600 billion yen by 2023, driven by surges in demand for character goods and collectibles. As a core of Animate Co., Ltd., Movic integrates seamlessly into the parent company's portfolio, focusing on the planning, production, and wholesale of anime-related merchandise. Animate's broader retail network supports Movic's distribution, contributing to operational synergies across the group. The Animate Group includes affiliated entities, such as Movic Promote Service Inc., which handles promotional and event-related activities to enhance product visibility. The company also engages in strategic partnerships for specialized product lines, including collaborations with anime production committees and licensors for trading card series tied to popular franchises. These alliances enable Movic to capitalize on licensed content for targeted merchandise releases. Movic's financial performance has been influenced by fluctuating market demand for high-volume items like figures, particularly during major anime launches. Following disruptions from the COVID-19 pandemic in 2020, which led to a contraction in the overall anime market, the sector experienced a robust recovery starting in 2021, with merchandising revenues rebounding due to increased streaming viewership and pent-up consumer interest in physical goods. By 2023, this post-pandemic uptick helped sustain Movic's revenue growth within the Animate ecosystem.

Products and services

Merchandise production

Movic specializes in the production of physical and collectible anime merchandise, including trading cards, acrylic figures, plush toys, and apparel, tailored to popular franchises such as Spy x Family and Hatsune Miku. These items are designed to capture character likenesses and key scenes from the source material, appealing to collectors and fans through high-quality, licensed reproductions. The production process at Movic begins with collaborative planning alongside licensors, such as studios and character rights holders, to ensure authenticity and alignment with official branding. This involves concept development, prototyping, and manufacturing of official goods, often culminating in limited-edition releases like event-exclusive items distributed at conventions or through specialized online shops. Wholesale and retail distribution follows, with an emphasis on to maintain the integrity of the merchandise. A prominent example of Movic's output is the Korotto Acrylic Figure Collection, a line of compact, standable acrylic stands featuring characters from franchises like Love Live!, with the 2024 edition highlighting members of the Hasu no Sora Jogakuin School Idol Club. These collections are produced in randomized packs to encourage collecting, blending affordability with detailed designs that support promotional tie-ins.

Media and publishing

Movic has established a significant presence in the and sectors through its production of audio media, particularly CDs featuring voice actors in idol projects and soundtracks. The company specializes in character song albums and drama CDs that integrate narrative elements with musical performances, often tied to ongoing franchises. A prominent example is the Tsukiuta. series, where Movic has released multiple character CDs, including the tenth installment in the fifth season in 2023, which includes duet songs and audio dramas performed by voice actors portraying anthropomorphized months. These releases emphasize voice actor idol units like Six Gravity and Procellarum, contributing to live events and fan engagement. The franchise expanded with the film Rabbits Kingdom the Movie, released on June 14, 2024. In addition to audio, Movic publishes print and digital materials that support anime and game tie-ins, such as character guides, art books, and stationery. For the Tsukiuta. franchise, Movic issued its first official art book in 2014, compiling illustrations and character profiles with bonus drama CD inserts, providing fans with in-depth visual and narrative insights. Similarly, for the Hana-Doll* project—a 2.5D idol multimedia initiative created by Movic—the company released drama CDs and music albums in 2023, including the third season's "THINK OF ME: OTHER" album featuring unit songs and story-driven audio content by voice actors. The project further expanded with the TV anime Hana-Doll: Reinterpretation of Flowering, which aired from April 9 to June 25, 2025. Movic also produces character-themed stationery, such as memo pads and file folders inspired by classic anime films, enhancing accessibility to franchise elements in everyday use. Digital extensions include mook-style guides, like the Hana-Doll Anthos smartphone game book, which details character backstories and illustrations for interactive media. These publications prioritize conceptual depth over exhaustive listings, focusing on high-impact franchises to foster community immersion.

Involvement in anime industry

Participation in production committees

Movic has participated in the production committees of numerous titles since the , contributing financial backing to facilitate their development and release. As a member of these committees, the company typically provides funding alongside other stakeholders, such as broadcasters and publishers, to share the risks and costs associated with production. The core objective of Movic's involvement in production committees is to obtain merchandising rights for the properties, enabling the company to develop and promote tied goods that capitalize on the series' popularity. This strategic participation aligns with Movic's expertise in character-based products, ensuring access to for commercial exploitation beyond the initial broadcast or release. Among its early contributions, Movic supported the 1986 movie Ai City and the 1987 OVA Digital Devil Story: Megami Tensei, marking its entry into anime funding during the medium's expanding OVA era. In the 1990s, the company backed projects like the 1992 OVA All Purpose Cultural Cat Girl Nuku Nuku, which highlighted its focus on sci-fi and comedy genres suitable for merchandise. Moving into the 2000s, Movic provided financing for the 2000 movie Ah! My Goddess and its 2005 TV adaptation, as well as the 2002 romantic comedy series Ai Yori Aoshi. Later examples from the early 2010s include the 2013 TV series Outbreak Company, demonstrating continued engagement in isekai and fantasy titles. These selections illustrate Movic's selective approach to committees, prioritizing properties with strong merchandising potential.

Notable projects and franchises

Movic has spearheaded the development of the Hana-Doll* franchise, a 2.5D mixed-media idol project launched in 2019 that integrates drama CDs, music releases, stage plays, and merchandise to depict the story of six young men transformed into "flower dolls" through an experimental idol initiative by Amagiri Production. The project expanded with multiple seasons, including the third season "MORE" in 2024 and the fourth season "Human or Doll: Q" in 2025, featuring ongoing merchandise such as acrylic stands, badges, and bromides priced from ¥385 to ¥12,100, alongside stage adaptations that blend live performances with the narrative's themes of growth and identity. On June 19, 2023, Movic announced an anime adaptation titled Hana-Doll: Reinterpretation of Flowering, which premiered in 2025 and reimagines the core "Flower Doll Project" as a tale of artificial idols created via implanted flower seeds, further amplifying the franchise's multimedia reach through television broadcasting. In key collaborations, Movic operates official online shops that produce exclusive merchandise for major franchises, enhancing fan engagement with limited-edition items tied to iconic series. For One Piece, Movic released the "Carry Case the Path of Voyage" in February 2026, a durable ABS-polycarbonate suitcase (35×20×54 cm, 32L capacity) engraved with Straw Hat Pirates episode titles, available solely through their platform at ¥33,000 to commemorate the series' adventurous themes. The Fujiko F. Fujio Museum official online store, managed by Movic, offers museum-exclusive goods such as the 14th Anniversary Doraemon Pin (¥770, October 2025), the 2026 Anywhere Door Calendar in vivid pink (¥3,850, October 2025), and the Kids Transformation Set with reversible Permen figures (¥3,300, November 2025), all designed to evoke the whimsical worlds of Doraemon and related works. Similarly, Movic's TSUKIPRO Official Online Shop supports the Tsukino Talent Production multimedia project with exclusive music albums like Procellarum's "P time" and Six Gravity's "宵祭り," drama CDs such as SolidS' "my redemption," and tie-ins to stage plays including the ALIVE and SQ series, which adapt the idol groups' stories for live theater since the project's inception in 2015. Movic's contributions to the Hatsune Miku series underscore its impact through specialized goods that leverage the virtual singer's global popularity, featuring color variants aligned with Miku's iconic teal palette and event-specific releases up to 2025. Notable items include the 16th Anniversary merchandise line launched on November 25, 2023, with plushies (¥1,980) and keychains (¥660), alongside collaborations like the "Idolmaster Shiny Colors" life-sized stand (¥33,000, March 2022) and Pusheen crossover T-shirts (¥3,300, May 2022). In 2025, tie-ins extended to the "Ice Songstress" figure skating theme, releasing mufflers (¥3,850) and vegetable-themed hoodies around December 20, which highlight Miku's versatility in blending digital music with physical events and seasonal motifs to sustain fan interest. These projects collectively demonstrate Movic's role in fostering immersive, cross-media experiences that drive merchandise sales and community participation in the anime and idol sectors.

References

  1. https://www.movic.jp/shop/pages/company.aspx
  2. https://www.animate.co.jp/en/company/movic/
  3. https://www.movic.jp/recruitment/company/about.html
  4. https://www.movic.jp/
  5. http://route2015.otakumode.com/interview/02/
  6. https://www.animenewsnetwork.com/encyclopedia/company.php?id=52
  7. https://www.movic.jp/shop/pages/HatsuneMiku_Series.aspx
  8. https://www.movic.jp/shop/default.aspx
  9. https://supermarketsound.com/brands/movic-anime-merchandise/
  10. https://www.statista.com/statistics/1202527/japan-animation-merchandising-market-size/
  11. https://www.animate.co.jp/company/movicpromoteservice/
  12. https://www.animenewsnetwork.com/feature/2021-11-03/what-is-happening-in-the-anime-industry-in-2020-2021-an-analysis-of-the-animation-industry-report-/.179153
  13. https://otakumode.com/shop/label/Movic
  14. https://www.navitoworld.com/collections/movic
  15. https://arksquare.net/list.php?label=MOVIC
  16. https://www.animenewsnetwork.com/news/2024-01-12/tsukiuta-franchise-rabbits-kingdom-the-movie-anime-opens-on-june-14/.206392
  17. https://www.cdjapan.co.jp/product/NEOBK-1679325
  18. https://www.animenewsnetwork.com/news/2023-06-19/movic-hana-doll-2.5d-idol-franchise-gets-anime/.199372
  19. https://www.animenewsnetwork.com/news/2025-01-29/hana-doll-reinterpretation-of-flowering-anime-video-reveals-opening-song-april-9-tv-premiere/.220620
  20. https://www.jetpens.com/Movic/bd/351
  21. https://www.ebay.com/itm/116860921550
  22. https://blog.sakugabooru.com/2017/05/02/what-is-an-animes-production-committee/
  23. https://fullfrontal.moe/production-committees/
  24. https://hana-doll.com/
  25. https://www.movic.jp/shop/pages/hana-doll-officialshop.aspx
  26. https://otakuusamagazine.com/hana-doll-reinterpretation-of-flowering-anime-2025/
  27. https://www.movic.jp/shop/pages/onepiece-carry.aspx
  28. https://www.movic.jp/shop/pages/fujiko-museum.aspx
  29. https://www.movic.jp/shop/pages/tsukipro.aspx
  30. https://tsukino-pro.com/
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