Carlos Morales
Kayou unleashes the next wave of fandom, brings billion-dollar collectible card craze stateside
Officially Licensed Trading Cards for Fan-Favorites MY LITTLE PONY, NARUTO, and tokidoki Mark Kayou’s First Collectibles to Launch in the U.S Kayou Partners with Crossing to Deliver a Fan-First, Live Commerce. Experience this October, Major Retail Rollout to Follow
China’s No.1 collectibles company and top trading card brand, announced today it will officially launch in the U.S. this holiday season as part of its global expansion plans. The company nearly quadrupled its revenue in 2024 to $1.4B, driven by the explosion in popularity of its high-quality collectible trading cards, which account for 80 percent of its sales. Kayou has quickly made a name for itself among the collector community thanks to its exquisite craftsmanship, studio approach to product design, and fan-first mission to be “Here for the Superfans.”
For the first time, American fans of MY LITTLE PONY, NARUTO and tokidoki will be able to flex their fandoms by collecting officially licensed Kayou trading cards—already blockbuster hits across Asia—and chase a U.S. exclusive card for each series.
“Kayou has become a status brand for superfans,” said Sergio Godinho, general manager and COO, U.S., Kayou. “With trading cards spanning nearly 100 beloved properties, we give fans a new way to celebrate and connect with the brands they love. We can’t wait to bring that experience to American collectors—because if you’re crazy for it, there’s a Kayou card for it.”
Kayou is launching in the U.S. with three beloved brands that have fiercely devoted fans:
MY LITTLE PONY
MY LITTLE PONY has inspired generations of fans with its timeless themes of friendship, courage, and teamwork. The billion-dollar global entertainment franchise, inducted into the National Toy Hall of Fame in 2024, has grown from a top toy line of the 1980s into a cultural mainstay spanning animation, comics, apparel, and digital games with 150 licensing partners worldwide.
Kayou’s MY LITTLE PONY Friendship Eternal Cards – Moon Edition brings the magic of Equestria to life with stunning cross-culture artistry. Crystal Fantasy – Secret Rare (SC) cards reimagine The Mane 6 as Greek goddesses in flowing robes with flower adornments. The rarest treasures, SC cards are laser etched and glitter silk screened so each cutie mark gleams with enchantment. Collectors can also chase Four Seasons – Super Golden Rare (SGR) cards, inspired by Chinese elegance, which picture the ponies in traditional-style outfits on serene ink wash landscapes. Featuring Twilight Sparkle, Pinkie Pie, Rainbow Dash and more, this series offers 186 cards across 8 rarity levels, including a U.S. exclusive Mane 6 card, for fans of all ages to collect.
NARUTO
NARUTO, created by manga artist Masashi Kishimoto, is one of the world’s most iconic anime franchises, captivating fans for more than 25 years with its themes of resilience, determination, and friendship. With over 200 million manga copies sold globally, broadcasts in 80+ countries, and billions of online views, the franchise remains a cornerstone of anime culture.
Kayou’s NARUTO Smriti Collectible Cards – Heaven Scroll Edition retells the beloved ninja saga’s origin story, beginning with Land of Waves Arc (TV episodes 1-19), featuring fan-favorite characters like Naruto, Sasuke, Kakashi, Zabuza, and Haku. The rarest Interlude Theater – Scenario-E (SE) cards pair together to form cinematic tableaux of pivotal battles in a luxurious ukiyo-e style. Nearly as rare Custom Color Window – Special (SP) cards showcase heroes in large-scale stained-glass compositions, layered with background motifs like Kakashi’s ninja dogs to create a vivid 3D effect. Enhanced with gold silk screening, holographic foils, and anti-counterfeit finishes, these rare cards anchor a collection with 158 cards across 10 rarity levels, including a U.S. exclusive Konan card.
tokidoki
Celebrating its 20th anniversary this year, tokidoki is a global, pop-culture lifestyle brand at the intersection of art, fashion, and fandom. Created by Italian artist Simone Legno, the brand fuses Japanese street style with Legno’s imaginative, joy-filled artwork. With product lines spanning apparel, accessories, toys, home décor, and cosmetics, and high-profile brand collaborations including Barbie, Levis and Sephora, tokidoki has a loyal fanbase in 60-plus countries worldwide.
Kayou’s tokidoki Wonder Voyage Collectible Cards – Roaming Edition takes fans on an “Adventure Journey” through tokidoki’s imaginative world. The rarest Four Seasons Parade Train – Brush Rare (BP) cards depict beloved characters across spring, summer, autumn, and winter, connecting to form a colorful panorama. The seasonal theme extends to retail, where fans can choose from four booster pack designs–one for each season. At the top of the chase, Romantic Adventure – Extreme Rare (XR) cards feature theatrical duos, while Peking Opera Adventure – Cute Rare (QR) cards reimagine tokidoki characters as Chinese opera icons. Fan-favorite characters like Donutella, Stellina, and SANDy appear in vibrant designs enhanced with foil, gold stamping, holographic elements, and anti-counterfeit finishes. Fans can collect 157 cards across 12 rarity levels, including a U.S. exclusive Yuma card.
Kayou trading cards come in sleek foil-wrapped booster packs, each containing eight collectible cards across varying levels of rarity. The excitement begins the moment fans tear open a blind pack to reveal what’s inside—then they can collect, chase, trade, and proudly display their Kayou cards. Made in Kayou’s own smart factories with cutting-edge printing techniques and anti-counterfeiting protection, every card is designed to be both authentic and extraordinary—innovative embossing, holographic finishes, and 3D elements make every pull feel like a piece of art.
On social media and fan platforms, Kayou trading cards have become a viral sensation—sparking thousands of fan posts on Douyin, RedNote, and Weibo that spotlight stunning card artwork, rare pulls, and collection hauls. The “My Little Pony” hashtag has amassed 5B views on RedNote and 325 million cards have been sold. This dynamic collector culture and social appeal has also created a robust secondary market for the cards among superfans.
Staying true to the collector community, Kayou will launch its three U.S. card series by the end of September through fan-first experiences with Crossing, the livestream commerce company that blends real-time community interaction with collectibles retail. This innovative approach brings the thrill of card pulls and exclusive drops directly to fans. Pricing may vary.
Kayou’s card series will roll out at major retailers to follow, including Amazon, Barnes & Noble, Gamestop, Target and Walmart at an accessible MSRP of $3.99 per booster pack.
