Toei Animation Inc. has established an in-house consumer products licensing division under the supervision of Coy Edmunds, the unit's newly appointed director of business development and licensing. Headquartered in Toei's Los Angeles offices, the licensing operation will focus on the U.S. market and launch with the licensing representation of the company's popular Digimon brand.

Toei's new licensing operation will make its official debut at the New York International Licensing Show to be held to be held June 19-21, 2007, at the Javitz Convention Center.