Broken Frontier

VIZ Media, LLC. (VIZ Media), one of the entertainment industry's most innovative and comprehensive manga and animation licensing and publishing companies, announced today that it has named Mattel master toy licensee for SHONEN JUMP’s wildly popular NARUTO™ by Masashi Kishimoto. 

Since 2003, the NARUTO series has been serialized in the U.S. edition of the monthly SHONEN JUMP manga anthology, and published as a graphic novel series by VIZ Media. At retail, NARUTO consistently ranks as one of the top graphic novel titles in the U.S. and one of the most popular titles serialized in SHONEN JUMP magazine.

NARUTO is considered one of the most popular animated shows in Japan’s history and it has achieved immense success as a manga and TV title as well as a licensed property for toys, trading card games and video games. NARUTO™, the animated series, launched on Cartoon Network this fall. The series is produced by PIERROT CO., LTD. and debuted in Japan in October 2002 on TV TOKYO, where it quickly established itself as one of TV Tokyo’s highest rated animated series. 

“We are so excited to be working with Mattel on SHONEN JUMP’s NARUTO,” said Cynthia Money, vice president of consumer products for VIZ Media.  “As the world’s leading toy company we are confident that Mattel will develop a toy line that brings to life the incredibly rich characters and ninja-based worlds of NARUTO, in a visual and interactive way.”

“VIZ Media’s ability to deliver rich animated series with stories that build loyal fans worldwide will enable our team to develop innovative and unique toys for a  broad audience,” said Holly Stein, vice president of entertainment licensing for Mattel. “NARUTO is a tremendous property that unveils an exciting and magical universe and one that we believe will translate into an outstanding product and play experience.”

Targeting tweens and teens, NARUTO takes place in a world where ninja are the ultimate power. Infused with the spirit of a once fearsome Nine-Tailed Fox demon, Uzumaki NARUTO™ is a ninja-in-training who is learning the art of ninjutsu with his  classmates Sakura and Sasuke. The trio studies under the instruction of their teacher, Kakashi, who helps the group, face a series of dangerous and daunting tests and challenges. Through their adventures, the young ninjas learn the importance of friendship, teamwork, loyalty, hard work, creativity, ingenuity, and right versus wrong.