Temple of Geek’s Maddie Morrow spoke with Crunchyroll’s Senior Vice President of eCommerce, Kristin Hamilton, about the rising trend in anime. Hamilton offers a look at Crunchyroll’s role in bringing authentic, trending merchandise to anime fandom spaces.

The Generational Shift in the Enjoyment of Anime

Temple of Geek: When did you start to notice the generational and global shift in the desire for more accessible anime merchandise?

Kristin Hamilton: Anime viewership surged during the pandemic and was further elevated by younger millennials and Gen Z, who ultimately impacted the mainstream resonance of the medium. Once considered a niche community, anime has evolved into a global cultural force influencing everything from sports and music to fashion and entertainment. Today, prominent figures like athlete Noah Lyles and musician Megan Thee Stallion openly celebrate their love of anime, reinforcing its place as a defining influence in pop culture.

Temple of Geek: When you look at what fans and consumers are gravitating towards, are there any particular trends that you’ve noticed?

Hamilton: Fans are becoming increasingly thoughtful about sustainability and longevity, showing a growing preference for products that emphasize quality, durability, and lasting value.

Temple of Geek: How do you balance the service to fandom with remaining authentic in the mission to provide fans with what they are looking for?

Hamilton: Authenticity is at the core of what we do. Crunchyroll is purpose-built for fans, so we look at it from the perspective of fans themselves. Is this actually something we would want to buy or wear? Does this really reflect our personal love for the IP? We want to stay consistent in what we provide – our products should feel like they speak to who fans are and what they really love.

How Crunchyroll Decides Which IPs to Showcase

Temple of Geek: Can you walk us through the process for selecting the properties that are highlighted in the Crunchyroll Store?

Kristin Hamilton: We’re always focused on staying ahead of trends and evolving consumer interests. That comes to life through our exclusive partnerships with IP holders and our constant evaluation of fan communities and the broader cultural landscape. We continue to shape our brand identity through limited-edition collaborations that reflect who we are and where we’re headed, whether through custom designs similar to the Noah Lyles or Mercedes Moné capsules or featured drops for key partners, much like the My Hero Academia x NBA x HYPERFLY collab.

Trending Anime Merchandise: Popularity Versus Fan Requests

Temple of Geek: How far in advance do you start the journey for specific products? And with anime being so popular worldwide, what is it like trying to provide these products to a global audience?

Hamilton: We’re not interested in producing items that only capture short-term attention or fall into the realm of fast fashion. We take a thoughtful, deliberate approach to every collection we create for fans, so we start to build our plans about a year in advance to ensure we get it right. There’s no “one size fits all” approach – every IP has its own set of goals and needs, therefore every collection needs to be approached differently.

Anime’s global resonance, we take deep pride in. It’s exciting to see how the medium continues to grow and capture the attention of new audiences around the world. Most recently, our first athletic collection with Under Armour sold out within 24 hours, underscoring how our community continues to expand beyond traditional fandom categories like collectibles and gaming.

Temple of Geek: What conversations do you have around the products that fans seem to be requesting? Are there some products fans want that are tricky to produce or distribute?

Hamilton: There’s been a consistent interest in classic and nostalgic titles – the love for these are shared and passed down through generations. Because everything we do is officially licensed, there are some challenges in being able to sell certain licensed IP in specific regions. But, the excitement for these IPs push us to be creative and innovative, so we can get fans what they want, when they want it.

Anime Merchandise Collaborations

Temple of Geek: Crunchyroll has done quite a few merchandise collaborations, including some with the NBA. What approach in marketing these collaborations have you found most effective with anime fans?

Kristin Hamilton: We recognize that anime fans have diverse interests, and we’re always looking for ways to blend those passions through collaborations and product collections that feel true to both worlds. Authenticity is key. Every partnership needs to have a genuine anime voice or connection point that resonates with fans and aligns naturally with who we are.

Temple of Geek: What are some of the challenges involved in distributing limited edition items?

Hamilton: There’s a fine balance between exclusivity and accessibility, which makes it difficult to gauge exactly how much to produce. Our recent Under Armour collaboration is a perfect example. We know there’s an immense amount of love for Jujutsu Kaisen globally, but we were unsure how much the athletic crossover would resonate. That collab surpassed expectations, selling out in days.

Kristin Hamilton’s Personal Favorites and What’s Coming Next

Temple of Geek: Do you have a favorite product line or series that is currently showcased in the Crunchyroll Store?

Kristin Hamilton: It’s hard to pick just one – the Crunchyroll Store has so many great exclusives for the holidays! The Demon Slayer Dim Mak Jacket is on the top of my list, though. The craftsmanship, details, and versatility is well thought out, and I doubt they’ll be available much longer. To be helpful this season, we pulled together our top 40 picks in our ‘Great Gifts’ list that will speak to every kind of anime fan out there.

Temple of Geek: Can you give us any hints or teasers about upcoming releases?

Hamilton: I can’t reveal anything just yet, but we are celebrating some big milestones next year and we can’t wait to invite fans to take part in it!

Be sure to check out what Crunchyroll has to offer this holiday season! Keep an eye on their website for the newest collectibles, apparel, and so much more!