In an exclusive interview with Licensing Italia, Giada Paterlini, President of Starbright Licensing, shares how Dragon Ball continues to thrive as an iconic brand in the global licensing world. A key strength of the franchise lies in its multigenerational appeal: the strategy combines collectible products designed for adult fans with categories that are easily accessible to younger audiences, creating a constant connection with fans of all ages. Internationally, the brand keeps evolving while staying true to its roots, with 2024 marking an important milestone thanks to the launch of Dragon Ball Daima, the latest creation by Akira Toriyama.
LI: Dragon Ball has long been one of the most impactful franchises in the global licensing arena, thanks to the depth of its narrative universe and the strength of its brand. Which product categories does the brand currently dominate, and which are delivering the strongest market performance?
GP: Dragon Ball continues to hold a leading position across a broad range of product categories, with a licensing strategy that remains true to the brand’s identity while engaging multiple consumer segments.
Historically, the strongest categories remain Toys – particularly action figures and collectibles – and Apparel, which continues to be a key growth driver through capsule collections distributed through major retail chains.
Emerging categories such as Food & Beverage are also showing exceptional performance, fueled by the ‘kidult’ phenomenon and the growing appeal of collectible fandom products.
The licensing program benefits from strategic collaborations with category-leading brands, which help maintain high perceptions of quality and authenticity. This ability to operate effectively across both mass-market and premium segments is a key factor in sustaining Dragon Ball’s distinctive positioning and high profitability worldwide.
LI: Dragon Ball’s audience is broad and multi-layered, spanning long-time fans from the 1990s to new collectors and so-called “kidults.” How does the licensing strategy address these different consumer segments, and what role does nostalgia play in brand communication?
GP: Dragon Ball is a multi-generational brand. Its community ranges from long-standing fans who grew up with the anime in the 1990s to kidults and new collectors. Our licensing strategy reflects this breadth, focusing on two main directions:
- Collaborations and premium collectibles targeting adult consumers.
- Accessible content and products for younger audiences, with a focus on Toys, Kiosks, Digital, Fashion, Back-to-School and Publishing.
The cross-generational appeal is central to brand communication – not merely as a tool to evoke the past, but as a way to reinforce Dragon Ball’s identity as a living, evolving narrative universe.
One example is the loyalty campaign run by the Oasi, Tigre, and Tigre Amico supermarket chains, developed by Panini in partnership with Toei Animation. The initiative successfully leveraged the cross-generational appeal of this iconic Japanese property and successfully engaged both kidults and new fans, while also breaking the perception of Dragon Ball as a brand aimed exclusively at male audiences.
LI: Globally, Dragon Ball continues to renew itself-not only with the 40th anniversary celebrations in 2024 but also through new content and collaborations. What are the most recent developments strengthening the IP internationally?
GP: The Dragon Ball phenomenon wich began in 1984 has sold over 260 million manga copies worldwide. Over time, the franchise has expanded far beyond its manga origins to include television animation, films, video games, and an extensive merchandising program.
Dragon Ball has demonstrated an exceptional ability to reinvent itself, leveraging its iconic narrative heritage while keeping the brand culturally relevant. 2024 marked a strategic milestone. One moment resonated more deeply than any other, capturing the hearts of fans worldwide: the unveiling of Dragon Ball Daima, Akira Toriyama’s final, masterfully crafted and entirely new chapter in the saga.
The brand maintains a strong presence at fan conventions, events and in the fashion industry. Each year, collaborations with brands such as BAPE, Adidas, and Crocs continue to multiply, alongside capsule collections made regularly available through global agreements with key DTR partners such as Calzedonia and Original Marines, as well as leading fast-fashion retailers including Uniqlo, H&M, Zara, Alcott, the Teddy Group, and others.
LI: Looking at the Italian market, what recent initiatives and partnerships in 2025 stand out? Are there emerging trends or growth categories worth noting?
GP: 2025 has been a dynamic year for Dragon Ball in Italy, with initiatives designed to strengthen the brand across multiple categories.
Highlights include: 
- RCS MediaGroup: Exclusive distribution of an official Dragon Ball beach towel through La Gazzetta dello Sport, turning it into both a collectible and a summer must-have.
- Sabor: Acquisition of licensing rights for Dragon Ball Daima to produce apparel and accessories under the Made in Italy label.
- Original Marines: Launch of the SS/25 collection inspired by the iconic saga.
- Bandai: Continued growth in the Toys segment.
- Clementoni: Sustained double-digit growth for two consecutive years.
The Food & Beverage category is expanding rapidly, with themed limited-edition products combining entertainment and consumption. The recent launch of Nestlé-Maggi Saucy Noodles in three flavours – each featuring iconic Dragon Ball Z characters – sold out quickly and became instant collectibles.
San Carlo, a leading salty snack brand, has also returned with new Dragon Ball products after a two-year absence. Further agreements are currently under discussion for the second half of 2025 and for 2026, including the return of product categories that have been absent since the 1990s–2000s-much to the delight of fans!
LI: With the Back-to-School season and the holiday period approaching, can you share any upcoming activations and product launches?
GP: Franco Cosimo Panini Editore, a leader in Stationery and Publishing, has launched a new Back-to-School line under the official Dragon Ball Super license, aimed at children aged 6–13. The collection offers everything needed for the school year, combining Panini’s renowned quality with the enduring appeal of Dragon Ball’s legendary characters.
Dolfin is preparing an even richer Christmas campaign than in 2024, with a mix of core products and new exclusive offerings.
LI: Dragon Ball has always maintained a strong connection with its fanbase. What initiatives are in place – or planned – to further strengthen this direct engagement, including events, retail activations, and LBEs?
GP: Direct engagement with fans is a cornerstone of Dragon Ball’s strategy. In 2025, we are deepening this connection with initiatives designed for immersive community involvement.
About Location-Based Entertainment (LBEs), anticipation is building for the opening of a new Dragon Ball-themed park in Qatar, with early images generating high excitement.
LI: In 2017, you introduced Dragon Ball Super to a new generation of children unfamiliar with the franchise. What were the key steps that led to today’s success, particularly in this audience segment?
GP: Children are not Dragon Ball’s primary target, yet they have embraced the universe and its characters through TV animation, video games, family and peer recommendations, trading cards, and merchandise linked to Dragon Ball Super.
Their interest quickly evolved beyond rediscovering the property as a “classic,” making Dragon Ball a contemporary favourite for all ages. In fact, for the second consecutive year, research from the Hubits panel has ranked Dragon Ball as the No. 1 anime across all demographics.
When asked about their favourite animated series, children overwhelmingly named Dragon Ball – proof that the brand’s appeal transcends time and generations. From Kids to Adults to Kidults, Dragon Ball continues to unite audiences, with the next major chapter set for 2026: Dragon Ball Daima.
Dragon Ball Super licensing rights are managed in Italy by Starbright Licensing
