Anime is booming worldwide, but behind that growth, Japan’s biggest studios are growing restless. In a bold shift that’s reshaping the global anime market, companies like Toho and Kadokawa are pushing back against the once-unchallenged dominance of Netflix and Crunchyroll. These platforms, long seen as essential gateways for anime’s rise abroad, are now being accused of throttling access, hiding key data, and undermining creators’ control over their own IP.
In a recent Financial Times report, Toho’s anime chief Keiji Ota openly criticized the exclusivity deals common among Western streamers, declaring they no longer serve Japan’s interests. Ota argued that locking titles behind a single paywall hurts visibility, restricts data sharing, and robs studios of the insight needed to grow global fanbases. And now, Japan’s anime industry is fighting to take back control.
Why Anime Studios Are Ditching Exclusive Deals
Yuri on Ice
Streaming exclusivity once seemed like a win-win: platforms got content that drove subscriptions, and studios got massive upfront payments. But now the cracks are showing. When anime is locked to one platform, it limits its reach, silences regional data, and undercuts potential revenue streams like Blu-rays, merchandise, and fan events.
Toho, for instance, has pivoted away from blanket global licenses. Instead, it’s now cutting region-by-region deals that allow for more oversight, transparency, and strategic freedom. The company is also demanding better data access from partners, enabling it to track what’s working and tailor releases accordingly.
A key move was Toho’s acquisition of U.S. distributor GKIDS , which enabled it to bypass Crunchyroll entirely and independently distribute Jujutsu Kaisen 0 and My Hero Academia: You’re Next in American theaters. With this model, Toho gains full control over release timing, marketing, and even merchandise—cutting streaming giants out of the loop.
New Paths to Global Fans: From YouTube to Merchandise Control
Toji from Jujutsu Kaisen Season 2 Episode 14 (Credits: Mappa)
Japan’s resistance isn’t limited to streaming platforms. Kadokawa, another anime titan, is expanding overseas with local offices to directly manage licensing and IP. Meanwhile, merchandising initiatives like Toho’s iiZO store are going global, ensuring fans worldwide can access official goods tied to their favorite series without relying on intermediaries.
Studios are also eyeing platforms like YouTube for ad-supported models. Channels like Anime Times and It’s Anime are already testing this approach, delivering subbed content to global viewers for free. While it might seem counterintuitive, the strategy builds long-term brand loyalty and drives revenue through events and merchandise—not just subscriptions.
With Japan reclaiming control over its anime exports and bypassing monopolistic middlemen, the next era of global anime could be more open, competitive, and fan-friendly than ever before.
The cosplay romance continues as My Dress-Up Darling Season 2 rolls out its latest promotional video, giving fans their most exciting look yet at the upcoming sequel. Released via Aniplex’s official YouTube channel , the new trailer not only teases fresh scenes from the highly-anticipated anime but also confirms the return of fan-favorite band Spira Spica to perform the new opening theme, titled “Ao to Kirameki.”
The one-minute trailer showcases intimate new moments between Marin Kitagawa and Wakana Gojo, once again placing the pair’s heartfelt chemistry front and center. With July 2025 locked in for its premiere window, the new footage sets the tone for a summer season full of blushes, craftsmanship, and cosplay dreams.
Spira Spica Returns as Theme Song Performer
My Dress-up Darling
Spira Spica, who previously performed the Season 1 ending theme “Koi no Yukue,” is back to deliver the high-energy opening “Ao to Kirameki” for the sequel. The track is previewed in the new trailer, playing between key dialogue exchanges from Marin and Gojo. Though the ending theme remains under wraps for now, fans can expect that detail to be announced soon as the premiere draws near.
This marks the latest sign that Season 2 is staying true to the original’s winning formula—retaining not just the charm of the lead characters, but also the franchise’s signature musical flair. The trailer’s visuals blend familiar faces with crisp animation, reaffirming CloverWorks’ dedication to quality.
Staff Additions and Broadcast Details Confirmed
My Dress-up Darling
Keisuke Shinohara returns to direct the second season at CloverWorks, joined once again by script supervisor Yoriko Tomita. Kazumasa Ishida reprises his role as character designer and chief animation director, now joined by Jun Yamazaki and newcomer Yohei Yaegashi in the same capacity. The expanded staff lineup also includes:
- Assistant Director: Yusuke Yamamoto
- Music Composer: Takeshi Nakatsuka
- Main Animator: Naoya Takahashi
- Costume Design: Erika Nishihara
- Prop Design: Ayumi Nagaki
- Color Design: Mai Yamaguchi
- Art Director: Hiroyuki Nemoto
- Photography Director: Ruri Satō
- Technical Director: Yūya Sakuma
- CG Director: Jie Ren
- Editor: Daisuke Hiraki
- Sound Director: Akiko Fujita
- Sound Effects: Hiroki Nozaki, Airi Kobayashi
Once the sequel airs this July, it will broadcast on Tokyo MX, BS11, Gunma TV, Tochigi TV, and Hokkaido Broadcasting. The series continues to adapt Shinichi Fukuda’s hit manga, which wrapped up its run in Young Gangan in March 2025. All 14 manga volumes are available or planned for English release via Square Eni x Manga & Books .
With a star-studded return behind the scenes and an electrifying theme to match, My Dress-Up Darling Season 2 is shaping up to be one of summer 2025’s standout anime events.
