Broccoli
Broccoli is a Japanese entertainment content company and wholly-owned Happinet subsidiary that creates, produces, and distributes original character IP — including the Uta no Prince-sama franchise, the Z/X trading card game, and the LicoBiTs game brand — alongside figures, card supplies, lottery products, and live events for subculture fans and TCG enthusiasts, distributed via e-commerce, specialty retail, and physical flagship stores.
- Company typePrivate
- Founded1994
- HeadquartersNerima, Japan
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Broccoli does
Broccoli Co., Ltd. (株式会社ブロッコリー) is a Japanese entertainment content company founded on March 25, 1994, headquartered in Nerima, Tokyo, and operating as a wholly-owned subsidiary of Happinet Co., Ltd. since its September 2023 delisting from the Tokyo Stock Exchange. The company creates, produces, and distributes original character IP across multiple media — anime, console and mobile games, music CDs, trading card games, figures, and live events — anchored by the 16+ year Uta no Prince-sama (うたの☆プリンスさまっ♪) idol franchise, the proprietary Z/X trading card game ecosystem launched in 2012, the Jack Jeanne theatrical idol game, and the LicoBiTs game brand jointly developed with Tiz CreaTion (Uchronia, UN:LOGICAL, Le Mirage Mystique, Etrange Overlord). Supporting the IP business is a substantial physical merchandise operation including PVC figures, premium card supplies (Shuffle Master sleeve line and the broader Broccoli Card Supplies line), gacha-style トレカアイテムくじ lottery products, plush toys, acrylic goods, and licensed character merchandise manufactured under agreements with third-party partners.
The company operates a "twin engine" business model combining first-party IP production (the higher-risk creative engine) with licensed and synergy merchandise (the more stable revenue engine). Distribution runs through multiple parallel channels: direct-to-consumer e-commerce on BROCCOLI ONLINE (broccolionline.jp), an upcoming network of UTA☆PRI GRAND SHOP physical flagship stores in Ikebukuro, Nagoya, and Osaka launching July 18, 2026, the Happinet group wholesale network, 1,000+ specialty card game and anime retailers (Yellow Submarine, Fullcom, Bookoff, TSUTAYA Trading Card), event-based direct sales at recurring branded events (UTA☆PRI Summer Festival, LicoBiTs FESTA, BGS, ZX Stream tournaments), and an online lottery platform. Pricing varies by product line: figures range roughly ¥3,080–¥33,000, card supplies ¥792–¥1,265, lottery products ¥600–700 per draw, and full lottery units ¥60,000–¥70,000. Customer segments are primarily Japanese subculture / otaku fans and trading card game enthusiasts, supplemented by a B2B base of licensed merchandise manufacturers. Employee compensation data indicates an annual base salary range of ¥3.96–5M for illustrator/character designer and merchandise production roles, consistent with a 101–250 employee mid-sized Japanese entertainment firm.
Broccoli firmographics
Firmographics- Name
- Broccoli
- Legal name
- 株式会社ブロッコリー (BROCCOLI Co., Ltd.)
- Website
- https://broccoli.co.jp
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Broccoli is a Japanese entertainment content company and wholly-owned Happinet subsidiary that creates, produces, and distributes original character IP — including the Uta no Prince-sama franchise, the Z/X trading card game, and the LicoBiTs game brand — alongside figures, card supplies, lottery products, and live events for subculture fans and TCG enthusiasts, distributed via e-commerce, specialty retail, and physical flagship stores.
- Ownership category
- akta.pro rank
Broccoli industry classification
Industry- Product category
- Japanese Anime and Character Entertainment
- NAICS
- Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Doll, Toy, and Game Manufacturing (339930)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Physical Game Distribution & Retail (Boxed Games, Wholesale, Merchandising) (MPAFABAC)
- akta.pro secondary industries
- Trading Card Games (TCGs) Retail (CRALALAF), Games & Puzzles Distribution (CRAOAMAB), Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC) (MPAFAJAF)
Keywords
Where Broccoli is headquartered
LocationHeadquarters
- HQ city
- Nerima
- HQ country
- Japan
- HQ region
- Asia
Offices3 records
Markets served
Broccoli business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Own IP Content Production and Sales (1st Engine): TV games, card games, CDs, mobile apps, and other self-produced content. The company develops, produces, and sells original IP including うたの☆プリンスさまっ♪ (Uta no Prince-sama♪), ジャックジャンヌ (Jack Jeanne), Z/X TCG, and others. Revenue from game sales, CD/album sales, and app revenue.
- Licensed and Synergy Merchandise (2nd Engine): Real goods including character merchandise, figures, card supplies (sleeves, deck cases, card loaders), acrylic goods, plush toys, and gacha/prize lottery products (トレカアイテムくじ). Both licensed merchandise from third-party IPs and self-produced IP merchandise are sold via wholesale to retailers, event retail, and direct e-commerce.
- トレカアイテムくじ (Trading Card Item Lottery): Gacha-style prize lottery products featuring TCG supplies and character merchandise. Priced per draw (600-700 yen per draw; full unit 60,000-70,000 yen). Includes limited-edition items from collaborations with brands like Azur Lane, NIKKE, Yuzusoft, Key, and more. Includes special campaigns like double-chance prizes and Twitter campaigns.
- E-commerce Direct Sales: BROCCOLI ONLINE (BOL) e-commerce store for direct-to-consumer sales of figures, merchandise, CDs, card supplies, and event tickets. Also operates dedicated online lottery for トレカアイテムくじ Online.
- Event Revenue: Physical and virtual events including UTA☆PRI Summer Festival, UTA☆PRI GRAND SHOP flagship stores, LicoBiTs FESTA, BGS (Broccoli Girls Shop), and Z/X tournaments (ゼクストリーム). Revenue from event tickets, exclusive merchandise sold at events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Figures priced by scale and complexity, ranging from 1/8 scale characters to regular Choco-le style figures |
| Unit Pricing | Pay-as-you-go | Card supplies (sleeve protectors, card loaders) with tiered pricing by material and thickness |
| Transaction based/ take rate | Pay-as-you-go | トレカアイテムくじ gacha lottery products priced per draw with full-unit options |
| Subscription | Annual | Employee compensation ranges for full-time positions at Nerima HQ |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Broccoli product offering
Product offeringCore offering
Broccoli Co., Ltd. plans, produces, and sells original entertainment IP across anime, video games, music CDs, mobile applications, and the proprietary Z/X trading card game, anchored by major franchises like Uta no Prince-sama, Jack Jeanne, and the LicoBiTs game brand. The company manufactures and distributes character merchandise (PVC figures, plushies, acrylic goods) and Japanese-made TCG accessories (Shuffle Master sleeves, card loaders, deck cases), with revenue from gacha-style lottery products, e-commerce direct sales, wholesale via the Happinet group, and event ticket sales.
Product overview
Broccoli is a Japanese entertainment content company operating as a subsidiary of Happinet Group. The company creates and manages original IP across anime, games, music, video, and trading card games, while also producing licensed character merchandise. The portfolio centers on several core entertainment properties: the うたの☆プリンスさまっ♪ (Uta no Prince-sama) idol franchise spanning games, anime, CDs, live events, and mobile applications; the proprietary Z/X trading card game launched in 2012; and the LicoBiTs game brand (with TizCrea) producing titles like 泡沫のユークロニア and UN:LOGICAL. Supporting these IP are physical merchandise divisions producing PVC figures, TCG accessories (sleeves, deck cases, card loaders under brands like Shuffle Master), gacha-style lottery products (トレカアイテムくじ), CD releases, and event management including flagship store operations and live events. The company operates e-commerce through BROCCOLI ONLINE and various specialized portals for different product categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Uta no Prince-sama (うたの☆プリンスさまっ♪) A popular idol training and romance game franchise featuring male idol characters, spanning games, anime, music CDs, live events, mobile apps, and merchandise. Target audience: female-oriented otaku fans and idol subculture enthusiasts.
- Uta no Princess-sama BACK to the IDOL (うたの☆プリンセスさまっ♪ BACK to the IDOL) A spin-off idol game title in the Uta no Prince-sama franchise featuring female idol characters. Target audience: female otaku fans.
- Z/X -Zillions of enemy X- Broccoli's proprietary trading card game set in a near-future Japan where players command creatures called Z/X from five different worlds. Includes competitive tournament infrastructure (ゼクストリーム). Target audience: TCG players.
- Jack Jeanne (ジャックジャンヌ) A theatrical idol game developed in collaboration with TizCrea, featuring stage play and idol performance gameplay. Target audience: otaku and visual novel/idol game fans.
- LicoBiTs Game Brand A game brand collaboration between Broccoli and TizCrea, producing original game titles including Uchronia, UN:LOGICAL, and Le Mirage Mystique. Target audience: visual novel and adventure game fans.
- Utakata no Uchronia (泡沫のユークロニア) A game title from the LicoBiTs game brand. Target audience: visual novel and adventure game fans.
- UN:LOGICAL A game title from the LicoBiTs game brand. Target audience: visual novel and adventure game fans.
- Le Mirage Mystique A game title from the LicoBiTs game brand. Target audience: visual novel and adventure game fans.
- Broccoli Figures (ブロッコリーフィギュア) PVC painted pre-assembled figures based on various anime and game IPs including licensed properties from franchises such as 超次元ゲーム ネプテューヌ, Fate series, アイドルマスター series, and Broccoli's own Z/X TCG. Target audience: anime figure collectors.
- Shuffle Master (シャッフルマスター) Card Sleeves Premium card sleeves featuring embossed surface and matte back finish, manufactured in Japan, designed for superior shuffle feel with high opacity to prevent card visibility. Target audience: trading card game players.
- Broccoli Sleeve Protectors (ブロッコリー スリーブプロテクター) Card sleeve protectors available in Clear, Matte, Matte & Clear, Slim, and Embossed & Clear variants, including Ultra-Thick and Hard series for enhanced durability. Target audience: trading card game players.
- Broccoli Card Loader (ブロッコリー カードローダー) Rigid card cases that protect cards inside character sleeves, with dimensions suitable for standard and mini-sized cards. Target audience: trading card game players.
- Broccoli Deck Case MAX (ブロッコリー デッキケース MAX) Large capacity deck cases for storing card game decks and supplies. Target audience: trading card game players.
- Broccoli Trading Card Item Lottery (ブロッコリートレカアイテムくじ) Lottery-style merchandise featuring trading card accessories, rubber playmats, deck cases, card boxes, and character sleeves based on various anime and game IPs. Priced per draw (¥600-700) with full unit options (¥60,000-70,000). Target audience: anime/game merchandise collectors.
- Uta no Prince-sama LIVE EMOTION A rhythm-based mobile game application featuring idol performances from the Uta no Prince-sama franchise. Target audience: female otaku fans of idol content.
- Uta no Prince-sama Shining Live (うたの☆プリンスさまっ♪ Shining Live) A mobile rhythm game featuring idol content from the Shining series within Uta no Prince-sama. Target audience: female otaku fans of idol content.
- BROCCOLI ONLINE (BOL) E-commerce The company's official online shopping platform for merchandise, CDs, figures, and other products. Also operates トレカアイテムくじ Online for lottery products. Target audience: existing fan customers seeking direct purchase.
- Di Gi Charat (デ・ジ・キャラット) A long-running mascot character IP featuring the characters Deji, Usada, and Puchiko, with merchandise and fan activities. Target audience: otaku fans and character merchandise collectors.
- Kamigami no Asobi (神々の悪戯) A visual novel game featuring mythological deities. Target audience: visual novel and otome game fans.
- Koroshiya to Strawberry (殺し屋とストロベリー) A visual novel game title. Target audience: visual novel fans.
- Broccoli Ticket (ブロッコリーチケット) Ticket booking and event management service platform for Broccoli events and live performances. Target audience: fans attending Broccoli live events.
Companies that use Broccoli
Customer profileSegments3 records
Ideal customer profiles3 records
Broccoli technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Broccoli partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights6 records
Broccoli competitors and assessment
Company assessmentDirect peers
- Bushiroad: Japan's largest TCG publisher (Cardfight!! Vanguard, Weiss Schwarz, BanG Dream!) with integrated anime, mobile game, and merchandise operations. Most directly comparable to Broccoli on the TCG-plus-IP flywheel, especially Z/X.
- Good Smile Company: Leading Japanese figure maker (Nendoroids, scale figures) with licensing relationships across anime and game IP. Comparable to Broccoli's PVC figure business and licensed IP merchandising.
- Kotobukiya: Japanese figure manufacturer and hobby retailer with broad anime/game licensing. Directly comparable to Broccoli's figure business and shares the same specialty retailer distribution channel.
Regional players
- Marvelous Inc. Japanese entertainment company with anime production, game publishing (Rune Factory, Story of Seasons), and character goods. Comparable mid-cap entertainment model targeting similar Japanese otaku demographics.
- Spike Chunsoft: Japanese video game developer/publisher (Danganronpa, AI: The Somnium Files) active in visual novels and narrative games. Comparable to Broccoli's LicoBiTs game brand titles like Uchronia and Kamigami no Asobi.
Broad incumbents
- Aniplex: Sony-owned anime production and licensing arm (Fate series, Demon Slayer). Comparable to Broccoli's IP production and licensing model for anime-driven merchandise, with much deeper global distribution.
- Bandai Namco Holdings: Major Japanese entertainment conglomerate with overlapping anime, games, TCG, and character merchandise operations (e.g., ONE PIECE Card Game, Gundam, Naruto). Competes across nearly all of Broccoli's product categories but at vastly larger scale.
- Kadokawa Corporation: Diversified Japanese entertainment group spanning publishing, anime, and games (visual novels, mobile). Overlaps with Broccoli's anime/visual novel pipeline under the LicoBiTs brand and competes for the same otaku content budget.
Others
- Happinet: Parent company of Broccoli and one of Japan's largest toy/hobby wholesalers. Indirect peer — Happinet's wholesale business distributes Broccoli products alongside competing third-party toys and hobby goods.
Emerging players
- Cover Corporation: Hololive VTuber agency with strong otaku merchandising and live event business. Comparable in fan-engagement model and merchandise/event revenue mix, though in a newer content vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Broccoli social profiles
Digital presenceBroccoli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Broccoli leadership team
Management profileNumber of profiles
Profiles9 records
Broccoli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Broccoli M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Broccoli
What does Broccoli do?
Broccoli Co., Ltd. plans, produces, and sells original entertainment IP across anime, video games, music CDs, mobile applications, and the proprietary Z/X trading card game, anchored by major franchises like Uta no Prince-sama, Jack Jeanne, and the LicoBiTs game brand. The company manufactures and distributes character merchandise (PVC figures, plushies, acrylic goods) and Japanese-made TCG accessories (Shuffle Master sleeves, card loaders, deck cases), with revenue from gacha-style lottery products, e-commerce direct sales, wholesale via the Happinet group, and event ticket sales.
Is Broccoli a public or private company?
Broccoli is a private company. It is classified as corporate owned and is currently operating.
When was Broccoli founded?
Broccoli was founded in 1994. It employs 101 to 250 people.
Where is Broccoli based?
Broccoli is headquartered in Nerima, Japan, in the Asia region.
How does Broccoli make money?
Five revenue lines are on record. Own IP Content Production and Sales (1st Engine) is the primary driver. The others are licensed and Synergy Merchandise (2nd Engine), トレカアイテムくじ (Trading Card Item Lottery), E-commerce Direct Sales and event Revenue.
Who are Broccoli's main competitors?
Direct peers on record are Bushiroad, Good Smile Company and Kotobukiya. Regional players are Marvelous Inc. and Spike Chunsoft. Broad incumbents are Aniplex, Bandai Namco Holdings and Kadokawa Corporation. Happinet is listed as an others. Cover Corporation is listed as an emerging player.
Does Broccoli have an API?
No public API is recorded for Broccoli.
What industry is Broccoli in?
Broccoli's product category is Japanese Anime and Character Entertainment. Its primary akta.pro industry code is MPAFABAC, Physical Game Distribution & Retail (Boxed Games, Wholesale, Merchandising), with a secondary code of CRALALAF, Trading Card Games (TCGs) Retail. Its NAICS code is 45912 and its SIC code is 5945.