Animate Celebrates Its 40th Anniversary: A Year-Long Grand Campaign Begins

One of Japan's most established anime product retailers, Animate, is celebrating its 40th anniversary with a grand campaign. Starting July 7, 2024, the festivities will last a full year. During this time, special events, competitions, and limited-edition products await anime fans.

One of the most notable events of the campaign is the “Animate Quiz King” tournament. In this competition, where knowledge of anime culture will be tested, participants will compete fiercely both at stores and online. Details and entry conditions for the competition will be announced in the coming weeks. Additionally, special discount days and collection items with different themes each month are planned.

The first surprise of the celebrations is a new illustration of the Ani Mote (Anime Director) character. This iconic mascot has been reinterpreted by famous manga artist Kazuhiko Shimamoto. Shimamoto, known for works such as “Moyashimon” and “Blazing Transfer Student,” was the one who first drew Animate's mascot in the 1990s. In the new drawing, Ani Mote appears with a look filled with nostalgic details, paying tribute to its 40-year history.

Opened as a small shop in Tokyo's Nakano district in 1983, Animate now has over 100 stores across Japan and a strong online platform. Growing especially with the anime boom in the 1990s, the chain has become one of the beating hearts of otaku culture through its physical stores and events. Having hosted the anime passion of many generations over 40 years, Animate pays respect to the past with this campaign while looking hopefully toward the future.

Such anniversary campaigns resonate greatly, especially in Japan's retail sector. Animate's 40th anniversary celebrations reflect not only a store chain but also the transformation of the anime industry. For fans, this means access to limited products and an experience full of nostalgic memories. With more events to be announced in the coming months, 2024 looks set to be unforgettable for Animate enthusiasts.