Manila, Philippines – Global anime streaming platform Crunchyroll has announced the rollout of a new brand identity, centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

The updated brand identity rollout will officially begin on July 25 with San Diego Comic-Con at the United States, and will be rolled out across all fan touchpoints of the organisation over the next year.

Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann, its senior vice president for marketing, and Norman Rabinovich, the vice president of creative services.

The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark; a new font set called Crunchyroll Atyp that blends classic and modern elements for improved readability; and a vibrant colour system featuring orange, black, white, and taupe to reflect anime’s dynamic nature. The new glyph system boasts over 139 anime and manga-inspired characters, adding depth and personality. 

Moreover, a new seven-second audio-visual mnemonic captures the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Collaboration and co-creation with Japanese artists on new textures and patterns further enhance the brand’s authenticity and immersive storytelling.

Rahul Purini, president of Crunchyroll, said, “As the number of ‘anime-curious’ people approaches the one billion mark, and anime continues to command a prominent place in popular culture, we wanted to evolve the Crunchyroll brand to appeal to a growing diversity of global fans without losing the core essence of what fans have loved about Crunchyroll along the way. We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”

Additionally, the new brand identity will also be showcased inside and outside the Convention Center. There, fans will get a chance to showcase their passion for anime by picking up a limited and fan-forward streetwear collection inspired by the new and refreshed Crunchyroll – designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.

Meanwhile, Gita Rebbapragada, chief operating officer of Crunchyroll, who also oversees marketing, commented, “A lot of attention to detail and meaning was embedded into all the unique elements of our updated look and feel. Whether it be the vibrancy of our new Crunchyroll orange or the audio mark inspired by anime’s unique sounds. Our teams live and breathe anime, and we wanted to pour that passion into designing a brand that is purposely fit for legions of fans around the world – giving them space to deepen their love and further their emotional connection.”

Jakarta, Indonesia – Local telecommunications provider Telkomsel has announced a partnership with anime streaming service Crunchyroll for its first specialised anime destination package in Indonesia, namely the ‘Telkomsel and Crunchyroll Bundling Package.’ 

Through the bundle, Telkomsel customers, including both prepaid and postpaid (Halo) users, can easily purchase it through the MyTelkomsel app and website. ‘The Crunchyroll Fan’ package, when purchased through Telkomsel, is priced at IDR 36,000 which includes 3 GB of MAXstream quota for use on a single device. Similarly, ‘The Crunchyroll Mega Fan’ package on Telkomsel is priced at IDR 48,000 and includes 5 GB of MAXstream quota for use on up to four devices simultaneously.

Moreover, ‘Mega Fan’ subscribers will also get access to the Crunchyroll Game Vault which provides unlimited access to a constantly growing library of premium mobile games specifically for fans of anime and anime-inspired entertainment.

Both packages are valid for one month and include a Crunchyroll subscription, allowing access to a wide range of popular Japanese anime content, such as One Piece, Kaiju No. 8, Solo Leveling, Chainsaw Man, JUJUTSU KAISEN, That Time I Got Reincarnated as a Slime Season 3, Dead Dead Demon’s Dededede Destruction, amongst others.

After purchasing the Telkomsel and Crunchyroll Bundling Package through MyTelkomsel, customers will receive an SMS containing a Crunchyroll Voucher Code. Telkomsel customers can redeem this voucher code via tsel.id/croll. After downloading the Crunchyroll App from the Play Store or App Store, they will have access to both the exclusive Japanese anime shows, many of which are exclusive to Crunchyroll.

Terry Li, executive vice president of business development at Crunchyroll, said, “Crunchyroll’s goal is to always meet fans when, where and how they want to love anime, and the Telkomsel partnership aptly positions us to give Indonesian fans that access. It’s a significant milestone in expanding our audience base in the region with localised access.”

Meanwhile, Nirwan Lesmana, VP of digital lifestyle at Telkomsel, commented, “By integrating Telkomsel services with premium content from Crunchyroll, we aim to enhance the experience of our customers, especially anime content lovers spread across Indonesia. We hope this collaboration will facilitate anime fans in accessing their favorite content, supported by the widest and most advanced broadband connectivity from Telkomsel.”

Subsribers can utilise the MAXstream Quota included in the Telkomsel and Crunchyroll Bundle Package to watch the latest contents on Crunchyroll, MAXstream, and other video streaming services that have partnered with Telkomsel.

Singapore – Popular anime streaming service Crunchryroll has appointed India-based Bloomingdale PR and Singapore-based Eastwest PR as their strategic communications agency partners in India, Indonesia, the Philippines, and Singapore.

Based in India, Bloomingdale will be responsible for strategic planning and coordination of Crunchyroll’s regional PR efforts in India, Singapore, Indonesia, and the Philippines. The scope of work includes strategic planning, client liaison, account management, media relations, and press office management, among others.

In Southeast Asia, Bloomingdale will be supported by Eastwest Public Relations for local strategic counsel in Singapore, Indonesia, and the Philippines. Based in Singapore, Eastwest PR will be responsible for landing high-impact earned media stories for Crunchyroll in all three markets and building the corporate reputation of Crunchyroll as the premiere destination for anime. 

The timely appointment of Bloomingdale and Eastwest PR will further drive brand awareness and accelerate user growth for the platform across the region.

Akshat Sahu, director of marketing for APAC at Crunchyroll, said, “We are excited to embark on this journey with Bloomingdale PR and Eastwest PR as our trusted partners in India and Southeast Asia. With their strategic counsel and expertise in media relations, we are confident in our ability to further establish Crunchyroll as the ultimate destination for anime enthusiasts in the region.”

Meanwhile, Diana Fernandes, founder and CEO of Bloomingdale PR, expressed her excitement about the partnership, stating, “We are honoured to be entrusted with the PR mandate for Crunchyroll across Southeast Asia. The anime community is vibrant and growing quickly across South East Asia. We are committed to leveraging our expertise and creativity to elevate Crunchyroll’s brand presence and engage with fans across the region.”

Lastly, Naveen K, Partner at Eastwest PR, commented, “Millennials like us grew up watching anime as a hobby. Today, Gen Z has embraced the category as a beloved form of mainstream entertainment. There is perhaps no better household brand than Crunchyroll when it comes to anime, and we are excited to partner with the company to deliver impactful campaigns that resonate with audiences of all demographics.”

California, USA – Following the acquisition of Sony’s Funimation of anime streaming service Crunchyroll in 2021, Crunchyroll announced that all of the anime-related content from Funimation will be migrated to Crunchyroll, making it one of the largest streaming services globally that serve anime-related content.

To date, there are over 40,000 subbed and dubbed episodes of anime titles available on Crunchyroll for fans to enjoy. In addition to consolidation of SVOD services, Sony-owned Funimation Global Group, LLC will now operate as Crunchyroll LLC and has initiated rebranding across its global footprint to solidify Crunchyroll as the single, global brand for anime.

According to Crunchyroll, said corporate move offers fans the “ultimate anime experience” with subs, dubs, films, and simulcast series in over 200 countries and territories and in 10 languages.

Colin Decker, CEO of Crunchyroll, said, “When we brought Funimation and Crunchyroll together last year, our top priority was to put fans first. Unifying all of our brands and services under the Crunchyroll brand globally enables us to offer more value than ever before as we combine subs, dubs, simulcasts, library, music, movies, manga—all into one subscription.” 

He added, “The new Crunchyroll is the realisation of a dream, and we are grateful to the creators of anime and the millions of fans who have joined us in making the community what it is today.”

Despite the merger, Crunchyroll’s pricing remains unchanged, with its basic subscription priced at around US$7.99 a month.

In addition to the content migration, French entertainment company Wakanim will also be integrated into their new parent company, Crunchyroll LLC. Wakanim is consolidated to Aniplex, a Japanese anime and music production company, which was later on consolidated under Funimation as part of Sony’s corporate move.

Texas, USA – After its initial announcement last December 2020, Sony Pictures’ anime distribution service Funimation has completed the acquisition of fellow anime streaming service Crunchyroll from global telco network AT&T for a disclosed amount of US$1.175b.

The acquisition by Funimation entails acquiring Crunchyroll’s 5 million SVOD users, 120 million registered users, as well as global market presence in 200 countries and territories, offering AVOD, mobile games, manga, events merchandise and distribution.

Said deal provides as well the opportunity for Crunchyroll and Funimation to broaden distribution for their content partners and expand fan-centric offerings for consumers.

Kenichiro Yoshida, chairman, resident and CEO at Sony Group Corporation expressed excitement with the recent acquisition, noting that anime, or Japanese animation series and movies, is a rapidly growing medium that enthralls and inspires emotion among audiences around the globe.

“The alignment of Crunchyroll and Funimation will enable us to get even closer to the creators and fans who are the heart of the anime community. We look forward to delivering even more outstanding entertainment that fills the world with emotion through anime,” Yoshida stated.

Meanwhile, Tony Vinciquerra, chairman and CEO at Sony Pictures Entertainment, commented that Crunchyroll adds tremendous value to Sony’s existing anime businesses, including Funimation, as well as their partners at anime distribution company Aniplex and Sony Music Entertainment Japan.

He added that with the acquisition, the combined company forces will be committed to creating the ultimate anime experience for fans and presenting a unique opportunity for their key partners, publishers, and the immensely talented creators to continue to deliver masterful content to audiences around the world.

“With the addition of Crunchyroll, we have an unprecedented opportunity to serve anime fans like never before and deliver the anime experience across any platform they choose, from theatrical, events, home entertainment, games, streaming, linear TV — everywhere and every way fans want to experience their anime. Our goal is to create a unified anime subscription experience as soon as possible,” Vinciquerra stated.

Crunchyroll is part of AT&T’s segment from global media company WarnerMedia.

During the acquisition announcement last December 2020, Tony Goncalves, chief revenue officer at WarnerMedia, said, “By combining with Funimation, they will continue to nurture a global community and bring more anime to more people. I’m incredibly proud of the Crunchyroll team and what they have been able to accomplish in the digital media space in such a short period of time. They’ve created an end-to-end global ecosystem for this incredible art form,” 

Vinciquerra added, “Together with Crunchyroll, we will create the best possible experience for fans and greater opportunity for creators, producers and publishers in Japan and elsewhere. Funimation has been doing this for over 25 years and we look forward to continuing to leverage the power of creativity and technology to succeed in this rapidly growing segment of entertainment.”