“Animation is no longer just for kids…”: Sony YAY! expands into anime and merchandising, says Ambesh Tiwari

Once a babysitter’s best friend, the kids’ entertainment industry is now leveling up—blurring age boundaries, riding the anime wave, and cashing in on character-driven merchandising. Sony YAY! is at the forefront of this shift, evolving from a children’s entertainment channel into a full-fledged animation brand that appeals to both kids and anime-loving adults. In a conversation with BrandWagon Online, Ambesh Tiwari, business head, Sony Kids and Animation, discusses the brand’s expansion into anime, its growing merchandising and licensing business, and how it is adapting to shifting content consumption patterns.