In light of the growing demand for anime in the West, Japanese companies have set a simple goal: to make the experience as close to the Japanese one as possible. Fast licensing and distribution of anime, movies and more from the biggest names like Jujutsu Kaisen, My Hero Academiaand Spy vs. Family – produced by Toho International's parent company, Toho – followed. The quality of service in this aspect arguably surpassed that of anime merchandise, which was often plagued by poor-quality packaging and opaque delivery and return schedules. Meanwhile, acquiring rare Japanese merchandise meant fans had to navigate proxy shipping services or, at times, fall victim to scams and counterfeit items.

In an interview, Stacy Burt, Marketing Director at Toho International, explained how her anime store iiZO plans to fill the large merchandising gapAvoiding the “catalog-style showcase” filled with items that don’t connect with fans, iiZO “highlights items that we know fans will love.” Founded in 2023, iiZO hosts talent from some of the most experienced companies in the field, such as Aniplex, Bandai Namco, Viz, Hot Topic, and Crunchyroll. Able to acquire rare products with the support of Japan’s Toho, it believes that Toho International’s 71-year-old establishment in North America gives anime fans the best of both worlds, making the experience as close to the Japanese one as possible. Managing large and small IPs, and even those outside the Toho umbrella, Burt tells fans to expect familiar names as well as the unexpected.

CBR: What are your most successful items and franchises? Which franchise surprised you the most in terms of sales?

Stacy Burt:
One of our main goals at iiZO is to highlight officially licensed and hard-to-find anime products through what we call our “Rare Finds” collection. This includes a range of products that are sold out elsewhere (for example, the
Toji Fushiguro Jujutsu Kaisen Research Figure
) or that are simply not being carried by other retailers (e.g. the
Azami Kurotani Junji Ito Soft Vinyl Bust
).

The products in this collection are perhaps unsurprisingly the most popular and tend to sell out the fastest. This is especially true for the Jujutsu Kaisen products!

In terms of products and user experience, what are the things Toho is most excited about bringing and why?

Stacy Burt:
Our goal is not only for iiZO to be comprehensive in our offerings, but also to surprise and delight. It's exciting to find jewelry from Japan to highlight in our store, but it's also exciting to bring in products from lesser-known North American brands, such as the clothing we sell from Little River Co.

We want to make it easier for you to find cool anime products and curate the products we offer at iiZO to avoid having to search through countless pages trying to find the products you like best.

iiZO offers a wide selection of figures, games, manga, and much more. Is there a specific type you really want to hone in? Or do you see yourself in the future as a one-stop shop for anime fans?

Stacy Burt:
We've taken a selective approach to our product offerings, but as you mentioned, the product categories we include in our store are quite extensive. This is because we believe in the idea that anime isn't just about consuming shows – it's a lifestyle.

What we really focus on is the selection within each of these categories. iiZO is run by true anime enthusiasts. We, like many fans, demonstrate our love for anime through products and combine our experience in the retail space with our insights as consumers to select our products with other fans in mind. This approach allows us to avoid the catalog-style display and instead highlight items that we know fans will particularly love.

To what extent is iiZO involved in the creation of merchandise? For example, does iiZO have creative planning teams? Or does it expect to expand in this area in the future?

Stacy Burt:
iiZO is, first and foremost, a retailer, therefore we primarily carry existing and officially licensed products. However, as iiZO is managed by Toho International, there are certain anime titles or even brand collaborations where we can produce original products through our in-house creative design and product development teams.

Our team members have experience creating original clothing collections and have worked on designs for Jujutsu Kaisen, Godzilla, and even Megan Thee Stallion. While we don't yet have any original clothing collections at iiZO, fans can expect more from us in the future. So stay tuned!

iiZO is under the large umbrella of Toho, which has enormous potential to deliver quality to anime fans. How might this give it an advantage over its competitors?

Stacy Burt:
iiZO is part of Toho International, a US-based subsidiary of Toho Company, Limited or “Toho” in Japan. We manage Toho's proprietary IP (e.g., Godzilla) in North America, which means we operate the
Godzilla Store
and to support anime titles produced by TOHO Animation. In fact, Toho International is supporting TOHO Animation in the release of its new
X Account in English
.

All of this is to say that we work closely with our colleagues in Japan to help international fans gain more access to the anime series they love, whether through news updates on social media or through merchandise on iiZO.

However, it's important to clarify that iiZO is not exclusively a TOHO Animation store. We recognize the general gap in the accessibility of anime products and, through iiZO, we aim to help serve the anime community at large.

iiZO also offers content beyond anime produced by Toho. Do you foresee this expansion in the future?

Stacy Burt:
We do. Our goal is not only to deliver expected products, but also unexpected ones. Anime fans are often not fans of just one title, nor are they solely anime fans. iiZO is here to serve the broader community and its many interests.

What are your plans for exhibitions and conventions? Are there any scheduled appearances you can share at this time?

Stacy Burt:
Yes! You'll be able to find our iiZO pop-up shop inside the TOHO Animation booth at Anime Expo this summer.

How is iiZO addressing common issues that anime fans face, such as packaging issues, long wait times/delivery issues, buyer protection, and quality assurance?

Stacy Burt:
Several members of Toho International behind iiZO are industry veterans. For example, I previously oversaw marketing for the Crunchyroll Store. Together, we have members with experience at Crunchyroll, Aniplex, Bandai Namco, Viz, Hot Topic, and many more.

With our experience and as anime fans, one of our main priorities is ensuring iiZO's customer-centric approach. From ensuring products are carefully packaged to fast shipping, to allowing returns within 60 days of delivery, we want to make sure fans receive their orders quickly and are completely satisfied with the condition in which they receive them.

What is your mission statement or message to potential customers about: “Why iiZO?”

Stacy Burt:
iiZO is here to bring fans what they've been waiting for and make it easy to buy cool products. We understand the personal connection people have with their favorite shows because we've experienced it too. That's why we put care into everything we do at iiZO, from carefully selecting products to the shipping process (and careful packaging) and our generous return policy.

Furthermore, fans can rest assured knowing that everything we carry is official 100% merchandise. Merch makes us happy, and we want everyone who buys from us to feel that spark of joy too.

Readers can check out Toho International's anime offerings at iiZO or their separate store for Godzilla merchandise: Godzilla Store.