Anime streaming giant and retail powerhouse Crunchyroll and Walmart have entered into an exciting partnership to offer a unique in-store experience for anime aficionados. While Crunchyroll is renowned for its anime content streaming service, this venture extends its reach by introducing “Crunchyroll Fan Shop” pods in over 2,400 Walmart stores, offering an array of anime-related merchandise, from DVDs to figurines, and even subscriptions to the Crunchyroll streaming service. In this article, we delve into the details of this groundbreaking collaboration and its potential implications for both companies.
Crunchyroll‘s Diverse Business Model:
Crunchyroll, now a subsidiary of Sony after a $1.2 billion acquisition in 2020, is celebrated for its streaming service, boasting more than 12 million paid users. Beyond streaming, Crunchyroll operates an online store specializing in anime and manga merchandise and has a track record of hosting exclusive product sales and events. The collaboration with Walmart signifies a significant move into the realm of physical retail.
Introducing the Crunchyroll Fan Shop:
The heart of this collaboration lies in the creation of the “Crunchyroll Fan Shop.” These four-foot pods will be featured in thousands of Walmart stores, offering a diverse range of merchandise catering to anime enthusiasts. Shoppers can expect to find DVDs, figurines, vinyl records, and more. Moreover, Crunchyroll will offer gift card subscriptions to its streaming service, an innovative approach to further expand its subscriber base.
A Bold Move into Retail: The Crunchyroll and Walmart Partnership
According to Mitchel Berger, Senior Vice President of Global Commerce at Crunchyroll, this endeavor marks uncharted territory for the company. While Crunchyroll has partnered with retailers and online stores before for specific merchandise, the introduction of branded in-store concepts at this scale is an entirely new venture. The collaboration was sparked by Walmart’s interest in providing anime-related experiences, and together, they developed the concept for these in-store pods.
Catering to the Anime Community:
The anime community is known for its passionate and dedicated fan base, contributing to a thriving $20 billion industry, as reported by Bloomberg. To resonate with this demographic, the design and ambiance of the Crunchyroll Fan Shop pods are of paramount importance. Berger emphasizes that these spaces need to capture the essence of Crunchyroll, providing fans with an authentic and immersive experience.
Comparisons with Netflix:
This collaboration may draw parallels with Walmart’s previous partnership with Netflix, which involved physical hubs in over 2,000 stores selling Netflix merchandise and gift cards. However, the key differentiator lies in Crunchyroll’s specificity. While Netflix offers a broad range of content across multiple genres, Crunchyroll’s exclusive focus on anime and manga sets it apart.
Appealing to Younger Shoppers:
One strategic advantage for Walmart is the potential to attract younger shoppers through its collaboration with Crunchyroll. According to CBR, Gen Z boasts the highest volume of anime fans compared to other generations. Anime, as a genre, has been steadily gaining popularity among younger demographics worldwide, making it an attractive market for Walmart.
Expanding the Anime Media Business:
The Crunchyroll-Walmart collaboration is in line with the broader trend in the media industry. As media franchises become successful, they often diversify into consumer products, such as licensed apparel, school supplies, and home goods. According to Sucharita Kodali, Vice President and Principal Analyst at Forrester, this aligns with the evolving landscape of intellectual property partnerships within major retail stores. She highlights that Crunchyroll is not merely a streaming service but a full-fledged media company akin to Marvel or Disney.
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What Lies Ahead:
According to Mitchel Berger, the plan is to assess the effectiveness of these in-store placements until 2024 and then determine the next steps. A notable aspect of this venture is the introduction of subscription gift cards, a new endeavor for Crunchyroll. The company is eager to explore the potential of this concept and witness how it plays out in the market.
A Focused Approach to Engaging Fans:
While some retailers are phasing out entertainment products like DVDs, Crunchyroll recognizes the potential of directly engaging with its anime fanbase. For anime enthusiasts, it’s more than just a form of entertainment; it’s a lifestyle. Crunchyroll is committed to providing fans with opportunities to express their passion beyond the streaming platform.
The Crunchyroll and Walmart Partnership Summed up:
The Crunchyroll-Walmart collaboration marks a significant foray into physical retail for the anime streaming service. With the “Crunchyroll Fan Shop” pods set to make their way into thousands of Walmart stores, this partnership holds the promise of furthering Crunchyroll’s presence and offering anime fans a unique and immersive shopping experience. As this venture unfolds and evolves, it may well redefine the way media companies interact with their dedicated fanbases.
