DeNA and Good Smile Company Establish DeSMILE to Develop Merchandise and Figures
About DeSMILE Co., Ltd.
DeNA Co., Ltd. (TSE: 2432) and Good Smile Company announced on December 3, 2024, the establishment of DeSMILE Co., Ltd., a joint venture focusing on planning and manufacturing merchandise and figures in sports, anime, manga, and gaming fields.
The joint venture, established on December 2, 2024, has a capital ratio of 51% held by DeNA and 49% by Good Smile Company. Keigo Watanabe, a director at DeNA, is slated to become the president.
Joint Venture Highlights
DeNA’s Contributions
DeNA operates under the mission, "Delight Beyond Imagination for Each Individual," and develops businesses across diverse fields including entertainment and sports. In the sports sector, DeNA manages professional teams in baseball, basketball, and soccer.
Good Smile Company’s Expertise
Good Smile Company is renowned for its globally popular figure and toy brand, particularly the Nendoroid series, which features over 2,300 types as of 2024. The company also creates merchandise for various anime and gaming characters and is actively expanding into sports-related goods.
DeSMILE’s Initiatives
- Sports: DeSMILE will support merchandise planning and production for Yokohama DeNA BayStars, Kawasaki Brave Thunders, and SC Sagamihara. The insights gained will also be applied to other professional sports teams.
- Entertainment: The company will focus on creating merchandise and figures for characters in anime, manga, and gaming.
- Key Projects: Before its official establishment, DeSMILE collaborated on "Rowl's Journey Tale," featuring the mascot of Kawasaki Brave Thunders, in partnership with DeNA, Kawasaki Brave Thunders, Good Smile Company, and Jurokuhoui Co., Ltd.
Company Overview
| Company Name | DeSMILE Co., Ltd. |
|---|---|
| Address | 2-24-12 Shibuya, Shibuya-ku, Tokyo, Japan |
| Established | December 2, 2024 |
| Capital | JPY 30 million (DeNA: 51%, Good Smile Company: 49%) |
| Directors |
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| Business Scope | Planning and manufacturing merchandise in entertainment, sports, and related industries |