London-based IP studio 8 Lions Entertainment has struck a global licensing deal with Japanese broadcaster TV Asahi Corp. for “Ninja Hattori,” one of Japan’s most enduring anime franchises.
Under the pact, 8 Lions will handle digital distribution of the series across SVOD, AVOD and free VOD platforms in all territories outside Japan.
The story centers on Hattori Kanzo, a young ninja from the mountainous Iga region who transplants himself to contemporary Tokyo, where he attends school and gets into scrapes with his close friend Kenichi. The franchise traces its origins to 1964, when manga artist Fujiko Fujio introduced the character in Shōnen magazine. Its mix of warmth, humor and accessible storytelling has given it particular traction across Asia, Latin America and the Middle East — regions where 8 Lions sees strong digital growth potential.
The property has taken many forms over the years, beginning with a live-action TV drama on TV Asahi in the late 1960s, followed by an anime series produced by Shin-Ei Animation between 1981 and 1987 that spawned films and video games, and later a remake developed with overseas animation partners.
The centrepiece of the strategy is a slate of localized YouTube channels carrying full seasons of the show, initially in Spanish, Arabic, Thai and Vietnamese. The move represents a meaningful shift in how Japanese anime IP is typically deployed on the platform, where rights-holders have generally restricted content to clips and promotional material rather than committing to continuous, full-library availability. With YouTube’s monthly active user base sitting at 2.7 billion, 8 Lions sees the platform as the most powerful tool available for building sustained international audiences.
“Japanese anime libraries previously locked behind paywalls have an opportunity to build a direct connection with millions of fans via AVOD platforms that have enjoyed little more than promotional content to date,” said Jiella Esmat, CEO of 8 Lions Entertainment. “We’re placing these communities, specifically YouTube, at the heart of our growth strategy, building a multi-format, multilingual, full-season fan ecosystem.”
The agreement is part of a wider effort by 8 Lions to establish itself as a go-to partner for Japanese rights holders seeking international growth. The company plans to open a Japan office later this year, with VP of digital commercial partnerships, Lovely Chavez, relocating to lead the on-the-ground operation.
For TV Asahi, the deal represents a new chapter for a property that has been part of Japanese cultural life for decades. “‘Ninja Hattori’ is a cherished property that has been loved across generations in Japan,” said Sumida Maiko, head of animation sales and development at TV Asahi’s international business department unit. “We believe this partnership will further elevate the value of the franchise and help cultivate an even broader global fan base.”
The agreement was unveiled at Hong Kong FilMart.
8 Lions was founded in 2024 by Esmat, previously an executive at children’s entertainment company Moonbug Entertainment. The firm specialises in scaling entertainment properties internationally through digital distribution, YouTube strategy, licensing and consumer products.
TV Asahi, which has been a fixture of Japanese broadcasting for more than 65 years, produces and distributes some of the country’s best-known animation titles, among them “Doraemon” and “Shin chan,” as well as long-running drama series that have reached audiences in upwards of 190 countries.
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