The magical girl anime franchise Pretty Cure, created by Toei's collective pseudonym Izumi Todo, is still going strong. This year marks the launch of its 22nd installment, Idol Pretty Cure: You & Me, which has proven to be a massive hit, solidifying the franchise's status as a Toho powerhouse.
According to Toei Animation's first-quarter financial results for fiscal year 2025 (released in August), domestic licensing revenue surged by 136% year-on-year. Meanwhile, Bandai Namco's toy and hobby business revenue from the franchise jumped 147% year-on-year. Both figures represent the best performance in nearly a decade, signaling that Pretty Cure is currently at its commercial peak. So, what's fueling this incredible success?
▼ Toei Animation's domestic licensing revenue for Pretty Cure saw a 136% year-on-year increase.
▼ Bandai Namco's toy and hobby business revenue for Pretty Cure was up 147% year-on-year.
Japanese media columnist Kasumi from Netorabo breaks it down into three key factors that explain Pretty Cure's enduring popularity and powerful commercial engine.
▼ Reason 1: The Massive Appeal of This Year's "Idol Pretty Cure: You & Me"
The 2025 series, Idol Pretty Cure: You & Me, has been a runaway success with its target audience of children. The "idol" theme perfectly aligns with the modern fan culture of supporting and cheering on performers. Transformation items and toys allow kids to immerse themselves in the characters' world, leading to more engaging play.
Furthermore, the anime cleverly features characters using these items on-screen, turning episodes into the ultimate commercials for related merchandise. This strategy has kept Pretty Cure toys consistently at the top of the "girls' toy sales charts." Combined with nationwide tours, character shows, and all-star crossover movies, the franchise has not only secured its young audience but also successfully drawn back older fans.
▼ Reason 2: Bringing Adult Fans into the Fold
In recent years, Pretty Cure has expanded its focus beyond children to actively cultivate the "adult market." While the series has always had a contingent of adult fans—known in Japan as "Ootomo" (big friends)—it's only recently that the company began marketing to kids and adults separately. In the first half of 2025, for instance, the franchise launched collaboration cafes and a partnership with the entertainment center ROUND1, both explicitly targeting an adult demographic.
Even more notably, this summer's "Pretty Cure ♪ Kirakira Carnival" event in Ikebukuro introduced "adults-only sessions" for the first time. This allowed adult fans to enjoy front-row seats and receive exclusive merchandise, effectively shattering the perception that "Pretty Cure is just for kids." Official stores have also started selling collectibles and other products designed for an adult audience, moving beyond the traditional child-centric merchandise.
(Note: "Ootomo" refers to adult fans of content primarily aimed at children.)
▼ Reason 3: A Multi-Pronged Strategy with Diverse New Projects
One of the biggest shifts for Pretty Cure has been the diversification of its content lineup. This includes the chibi-style project "Puchikyua ~Precure Fairies~," sequels aimed at adults like KIBOU POWER ~Otona Pretty Cure '23~ and Maho Girls Pretty Cure!! ~MIRAI DAYS~, and even a stage play featuring male high school students, Dancing☆Star Pretty Cure, which has been so popular that a third installment is already confirmed.
These multi-platform expansions were part of the franchise's 20th-anniversary strategy, methodically broadening the IP's reach. By pairing these new ventures with merchandise and events, Pretty Cure has not only kept longtime fans engaged but has also attracted entirely new audiences.
It's clear that the proportion of adult attendees at Pretty Cure events has increased significantly. This is a direct result of Toei Animation's successful strategy, initiated during the 20th anniversary in 2023, to court adults, especially young women.
However, this shift has also led to controversy, with some adult fans at events and character shows being criticized for disregarding the viewing experience of children, sparking debates about "Ootomo etiquette." At one point, officials even had to bar adult fans from certain events. After all, the core audience for Pretty Cure remains children and families. Commercially, though, the franchise is breaking new ground, and it will be exciting to see how this powerhouse IP continues to evolve.
Note: Financial figures and earnings forecasts should be confirmed through the company’s official announcements.
via： ねとらぼ