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Yo-kai Watch

From Alfawiki
Yo-kai Watch
Company typeMultimedia franchise
IndustryVideo games, anime, manga, toys
Founded2013
FounderLevel-5
Headquarters
Japan
Area served
Worldwide
Key people
Akihiro Hino (CEO of Level-5)
ProductsRole-playing video games, anime series, manga adaptations, toys, films
OwnerLevel-5
ParentLevel-5
is a role-playing video game franchise and multimedia series developed and created by Level-5. The inaugural title debuted on the Nintendo 3DS in 2013. Subsequently, three principal sequels and numerous spin-offs were released across Nintendo consoles and mobile devices, with Nintendo overseeing global distribution until 2019. In December 2019, the series made its debut on PlayStation platforms with Yo-kai Watch 4++. The toy merchandise is manufactured by Bandai in Japan, while Hasbro formerly managed licensing for the Americas and European markets.

There are six distinct manga adaptations; among them, one serialized in Shogakukan's CoroCoro Comic from 2012 through 2022 received accolades. An anime adaptation produced by OLM, Inc. aired in Japan from January 2014 until March 2018, significantly boosting the franchise’s recognition. It premiered in North America in September 2015. The animated feature film Yo-kai Watch: The Movie debuted in December 2014, followed by seven more films. By 2022, the game series had surpassed 17 million copies sold worldwide.

While achieving considerable success in Japan and Europe, the franchise fell short of Level-5's expectations in North America. The original Nintendo 3DS title sold approximately 400,000 copies there, supported by related toys and an English-language version broadcast on Disney XD. However, interest has waned since then. In total, the franchise has generated $2 billion in retail revenue.


Concept

The franchise was originally designed to become a long-lasting intellectual property akin to Doraemon. Level-5’s CEO, Akihiro Hino, studied the key elements behind enduring franchises and crafted Yo-kai Watch with these insights.

At its core, Yo-kai Watch revolves around forming friendships with Yo-kai—supernatural beings inspired by traditional yōkai folklore but reimagined creatively. Players gather Yo-kai Medals to summon these creatures for battles, companionship, or solving various challenges.

The main narrative follows protagonists Nathan "Nate" Adams or Katie Forester who obtain a Yo-kai Watch from Whisper, a Yo-kai serving as their butler. They befriend Jibanyan, a cat Yo-kai troubled by his past. The anime adaptation expanded the universe by introducing additional Yo-kai characters.


Main series

The primary video game installments are role-playing video games focused on recruiting and battling Yo-kai. Early entries such as Yo-kai Watch and Yo-kai Watch 2 utilize touchscreen-based combat systems where players alternate between Yo-kai teams employing powerful abilities called Soultimates that can either attack or support.

In Yo-kai Watch 3, the battle mechanics evolved into grid-based movement, adding Dream Link and Yo-kai Blaster features to deepen strategic gameplay.


Yo-kai Watch

The original main series game, Yo-kai Watch, was revealed at the 2011 Tokyo Game Show and launched in Japan on July 11, 2013. It established the fundamental gameplay mechanics of the franchise and was later released in North America on November 6, 2015, followed by a European release on April 29, 2016.

Yo-kai Watch 2

Initially launched in Japan on July 10, 2014, Yo-kai Watch 2 arrived in two editions: Ganso and Honke, which were internationally titled Bony Spirits and Fleshy Souls. This installment broadened the game world by adding new locations such as Kemamoto (known as Harrisville abroad) and introduced close to 100 additional Yo-kai. The plot centers on time travel, allowing players to encounter the protagonist’s grandfather and engage in battles against Wicked Yo-kai. A third variant, Shinuchi (internationally called Psychic Specters), was released on December 12, 2014, coinciding with the premiere of the first Yo-kai Watch movie, and included exclusive content unavailable in the prior versions.

The English versions of Bony Spirits and Fleshy Souls were made available in the United States on September 30, 2016, followed by a European release on April 7, 2017. These editions received the Oni Evolution update on September 14, 2017, and later gained compatibility with save files from Psychic Specters as of September 29, 2017.

Yo-kai Watch 3

Announced in Japan during April 2015, Yo-kai Watch 3 launched on July 16, 2016, featuring two separate versions: Sushi and Tempura. The game presents dual protagonists: Nate Adams relocates from Springdale to the American town of St. Peanutsburg, introducing Yo-kai inspired by American culture; meanwhile, Hailey Anne Thomas teams up with Yo-kai Usapyon to establish a detective agency. Their narratives eventually intersect to face a significant enemy known as the Ghoulfather. A combined edition titled Sukiyaki, which merges elements from both original versions along with additional content, was released in Japan on December 16, 2016.

Nintendo of America announced plans for an international release on September 27, 2018. The localized version became available in Europe on December 16, 2018, and in North America on February 8, 2019, based on the enhanced Sukiyaki edition with its expanded features.

Yo-kai Watch 4

Debuting for the Nintendo Switch in Japan on June 20, 2019, Yo-kai Watch 4 showcased a refreshed art style and character designs drawn from Yo-kai Watch Shadowside, alongside original creations. It includes characters from earlier games as well as principal figures from both Yo-kai Watch Shadowside and Yo-kai Watch: Forever Friends.

An upgraded version called Yo-kai Watch 4++ was released as paid downloadable content and also as a retail product for Switch and PlayStation 4 on December 5, 2019.

At Anime Expo 2019, Level-5 announced that an English localization was under consideration; however, after the closure of its American subsidiary Level-5 Abby, the status of localization remains uncertain.

Blasters

Announced alongside Yo-kai Watch 3 in April 2015, the spin-off title , offers cooperative gameplay supporting up to four players tackling missions and boss fights. The original versions, titled and , were released on July 11, 2015. A complimentary expansion called , launched on December 12, 2015, incorporated content tied to the second film, Yo-kai Watch: Enma Daiō to Itsutsu no Monogatari da Nyan!.

The sequel , debuted on December 16, 2017 in two editions: and . This installment supports save data transfer from the initial Busters game as well as all three versions of Yo-kai Watch 3.

The first game was localized under the name Yo-kai Watch Blasters, released on September 7, 2018 with the titles Red Cat Corps and White Dog Squad. A free update called Moon Rabbit Crew followed shortly after on September 27, 2018.

As for Busters 2, it has not received localization outside Japan and is unlikely to do so due to the discontinuation of support for the Nintendo 3DS platform.

Additional Related Games

The Data Carddass title underwent location testing in December 2013 before its official launch in early 2014. This game features a slot machine-like interface where players pit three Yo-kai against three adversaries, collecting cards that can be utilized in subsequent sessions.

Announced in April 2015 alongside Busters and Yo-kai Watch 3, was developed in partnership with Koei Tecmo and draws from their Romance of the Three Kingdoms franchise.

In August 2015, a collaboration with Ubisoft resulted in Yo-kai Watch Dance: Just Dance Special Version (妖怪ウォッチダンス ジャストダンス スペシャルバージョン), which includes tracks from the anime's soundtrack. This title was released exclusively for the Wii U in Japan on December 5, 2015.

On June 27, 2018, Level-5 teamed up with GungHo Online Entertainment to release Yo-kai Watch World, an augmented reality game available only in Japan and positioned as a rival to Pokémon Go. It combined new gameplay mechanics with battle elements from the original Nintendo 3DS titles. The service concluded on December 23, 2022.

Console Spin-off Titles

Mobile Applications

  • Yo-kai Land (iOS, Android, 2015) – developed by Hasbro
  • (iOS, Android, 2013)
  • (iOS, Android, 2015)
  • (iOS, Android, 2018)
  • (iOS, Android, 2018)
  • (iOS, Android, 2018) – co-developed with Koei Tecmo
  • (iOS, Android, June 27, 2018) – created in collaboration with GungHo Online Entertainment, utilizing a Google Maps-based system
  • (iOS, Android, 2019) – developed alongside Netmarble Games

Manga and Comic Adaptations

The franchise has inspired six distinct manga adaptations published by Shogakukan. Noriyuki Konishi’s rendition began serialization in CoroCoro Comic on December 15, 2012. This series is licensed for North America by Viz Media, initially under the Perfect Square imprint through Volume 10 and directly thereafter from Volume 11 onward. Additionally, the manga holds licensing rights in French via Kazé.

Chikako Mori authored a shōjo manga series titled , which appeared in Ciao from December 27, 2013 until its conclusion in 2017. This storyline presents an alternate timeline where Katie Forester wields the Yo-kai Watch instead of Nate Adams as seen in the main continuity.

A yonkoma series by Coconas Rumba named , was serialized within CoroCoro Comic SPECIAL from August 30, 2014 through June 30, 2018. Another four-panel comic by Santa Harukaze called , commenced serialization in CoroCoro Ichiban! starting April of 2015.

Shō Shibamoto’s series , ran in the seinen magazine Hibana between April and September of 2015.

A manga adaptation of Yo-kai Watch Blasters, created by Atsushi Ohba, appeared in CoroCoro Comic from June until October of that same year.

In January of 2017, IDW Publishing announced a comic book series that debuted in May of that year to broaden the franchise’s footprint within the American market.

Noriyuki Konishi Adaptation

Noriyuki Konishi's manga, inspired by the primary Yo-kai Watch franchise, commenced serialization prior to the release of the 3DS game and the original anime series. Initially, the artwork showcased a distinct style compared to later versions, featuring early designs of Yo-kai Watch and modified character traits. While the games and anime advanced, the manga preserved its original artistic approach but gradually developed its characters more deeply.

By Volume 16, the manga synchronized its storyline with the timeline of the contemporary Yo-kai Watch! anime, all while retaining the established art style from earlier editions.

Anime

An anime television adaptation derived from the game, produced by OLM, was broadcast in Japan between January 8, 2014, and March 30, 2018. It premiered on Disney XD in October 2015. The series adopts a humorous narrative focusing on protagonist Nathan "Nate" Adams as he addresses various Yo-kai-related challenges. The English version features a theme song composed by Jeff "Swampy" Marsh, known for co-creating Phineas and Ferb.

In July 2015, Level-5 introduced the third season with a new lead character, Hailey Anne Thomas, accompanied by Usapyon, alongside upgraded Yo-kai Watch models such as "Model U" and "Dream." This season continued until January 2017 and incorporated the Busters Arc beginning in July. A follow-up series titled Yo-kai Watch Shadowside aired from April 2018 to March 2019, presenting a darker tone across its 49 episodes.

The franchise was revitalized with Yo-kai Watch!, which aired from April to December 2019. This series extended the original plot while integrating elements from Shadowside like Yo-kai Arks and Tribes. Subsequently, Yo-kai Watch Jam: Yo-kai Academy Y: Close Encounters of the N Kind ran from December 2019 through April 2021 as a sequel connected to the sixth film.

Another revival titled Yo-kai Watch ♪ began in April 2021, featuring Nate wielding an upgraded Yo-kai Watch capable of detecting all types of medals.

Between December 2014 and January 2023, eight feature-length films were released under the franchise. Key entries include the initial Yo-kai Watch: The Movie (2014), the hybrid live-action/animation Yo-kai Watch: Soratobu Kujira to Double no Sekai no Daibōken da Nyan! (2016), and recent movies associated with the Yo-kai Watch ♪ series that serve as its conclusion.

In Japan, Kadokawa Corporation handles distribution of DVD box sets and rental DVDs. The series is also accessible via streaming services such as Hulu and Rakuten Video Showtime, ensuring continuous availability.

International Distribution

At the debut event for the Yo-kai Watch movie, Level-5's president Akihiro Hino revealed plans for global broadcasts of the anime starting in 2015 and encouraged voice actors to improve their English skills in preparation.

North American Market

In April 2014, Dentsu Entertainment USA began seeking broadcast and merchandising collaborators within North America. The anime made its debut on Disney XD on October 5, 2015, with episodes subsequently uploaded to the official Yo-kai Watch YouTube channel. Due to favorable reception, a second season comprising 50 episodes premiered on August 1, 2016. The third season aired from July through December 2018 on Disney XD. However, diminishing viewership resulted in the series being dropped from the schedule in 2019, followed by a brief weekend revival in early 2020, before its permanent removal by September of the same year.

Season 1 was distributed on DVD by NCircle Entertainment in two separate volumes released in February and September 2019; one edition included a complimentary comic book. The franchise's first film received a special one-day theatrical presentation in the United States via Fathom Events in October 2016, where attendees were gifted a Hovernyan medal. Although previously accessible on Netflix outside the U.S., both the series and movie are no longer available for streaming on that platform.

The English-language dub was initially produced by Sprite Animation Studios for the first two seasons but transitioned to SDI Media for the third season due to budget limitations and declining ratings.

MarVista Entertainment acquired licensing rights for Latin America and localized the second movie despite it not being broadcast in the U.S., creating a dub directly from Japanese while incorporating promotional elements from the third film.

European and African Territories

Viz Media Europe holds licensing rights across Europe, Russia, and Africa. The series premiered in the United Kingdom and Ireland on Cartoon Network beginning April 23, 2016. In France, broadcasts occurred on Boing (April 2016), Gulli (September 2016), and Cartoon Network France (March 2017). Additional markets include Germany and Austria via Nickelodeon; Spain and Africa through Boing; Belgium and the Netherlands on Nickelodeon; and Israel via Noga. Cartoon Network also featured the show on its channels serving Portugal, Turkey, Poland, Nordic countries, Central Europe, and Eastern Europe starting in Spring 2016.

To manage brand representation, Viz appointed Bulldog Licensing for the UK market and partnered with German brand-management company m4e for German-speaking regions.

Asian Regions

A distinct English dub aired on Cartoon Network Asia and Toonami Asia beginning June 27, 2015, retaining original Japanese character names. Shogakukan Asia licensed the franchise within the Philippines, where GMA Network produced a Tagalog-language dub that aired over several years.

For Yo-kai Watch Shadowside, a subtitled version was broadcast throughout Southeast Asia via Animax Asia in 2019.

Australia and New Zealand

The Fusion Agency obtained licensing and merchandising rights for Australia and New Zealand. The series premiered on Australia's 9Go! channel on December 14, 2015.

Soundtrack

Kenichiro Saigo, an employee of Level-5, composed music for both the video games and anime adaptations. The original anime opening themes are performed by King Cream Soda with lyrics penned by Motsu, vocalist of m.o.v.e; these songs were adapted into English for North American airings.

More recent seasons feature opening and closing themes performed by Japanese YouTubers including Soraru, Rinu, and Strawberry Prince.

Merchandise

A wide range of toys, prominently featuring the iconic Yo-kai Watch and Yo-kai Medals, have been launched with notable commercial achievements. In December 2015, Hasbro introduced a worldwide toy collection. By July 2016, Square Enix incorporated a crossover event within their MMORPG Final Fantasy XIV: A Realm Reborn, enabling players to gather Medals and trade them for franchise-themed companions and weaponry. In January 2018, McDonald's included Yo-kai Watch-themed toys in their US Happy Meals alongside well-known franchises such as Shopkins.

Reception

The initial Yo-kai Watch title received a 36/40 rating from Famitsu, a score matched by its sequel Yo-kai Watch 2, which also secured the Grand Prize and several accolades at the Japan Game Awards. The manga adaptation earned both the 38th Kodansha Manga Award and the 60th Shogakukan Manga Award in the Best Children's Manga category.

Jibanyan, the series’ mascot, garnered widespread recognition, prominently appearing at the 2014 World Hobby Fair, acting as a children’s goodwill ambassador for the Hawaii Tourism Board in Japan (2015), and serving as one of eight "Olympics Ambassadors" for the 2020 Summer Olympics.

Following its anime debut in 2014, the franchise rapidly gained traction across Japan. Shipments of the original game climbed dramatically from 53,654 copies to over half a million by February, while the anime surpassed Pokémon in television ratings, earning it the moniker "Pokémon Killer." Later game installments each sold more than one million units. Level-5’s president Akihiro Hino expressed astonishment at this swift expansion, crediting relatable characters and scenarios that resonated with children.

Namco Bandai reported toy sales reaching ¥55.2 billion, with products frequently selling out and high demand prompting purchase lotteries. Delays in licensing slowed the release of other merchandise. That year, Yo-kai Watch was ranked as the second most popular product in Nikkei Trendy.

Additional milestones included the Yo-kai Watch Guide topping book sales in 2014, its theme song peaking at #50 on the Oricon Singles Chart, and the film achieving Japan's highest opening weekend box office since 2000. The franchise also made an appearance on Japan’s leading music program, Kohaku Uta Gassen.

However, by 2015, sales sharply declined to approximately one-quarter or less of earlier figures, accompanied by diminishing interest among children. The third installment released in 2016 debuted with about half the sales volume of its predecessors. Toy revenue dropped to ¥10.4 billion in 2016 and further decreased to an estimated ¥6.3 billion in 2017, partly due to competition from Nintendo's revitalized Pokémon franchise and its mobile phenomenon Pokémon Go.

Experts pointed to issues such as distribution inefficiencies caused by extended licensing procedures, market oversaturation with products, and incompatible toy accessories diminishing consumer enthusiasm.

Unlike its initial success in Japan, Yo-kai Watch experienced moderate impact in the United States. The original game sold at least 400,000 copies by 2016; however, Yo-kai Watch 2 moved fewer than 200,000 units. The English-dubbed anime attracted only between 100,000 and 300,000 viewers per episode on Disney XD before being pulled in 2017. Nevertheless, a devoted cult following remains active through social media initiatives like #SaveYoKaiWatch. The franchise performs more robustly across Europe, where original game sales had surpassed those in Japan by October 2016.

See also

  • GeGeGe no Kitarō, a Japanese comic series that includes multiple crossovers with the Yo-kai Watch universe.
  • Power Battle Watch Car (also known as Wrist Racers), a South Korean animated show centered on AI vehicles controlled via wristwatches.
  • Metalions [ko], a South Korean animation featuring Infinity Watches, wearable devices that summon Metalions capable of upgrades.

External links

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