Our First Anime Expo: Bringing the Full Puremind Anime Line-Up to Los Angeles

Puremind made its Anime Expo debut in July 2-5, bringing our complete anime collectibles line-up to Los Angeles for the first time.

This year marked a first for Puremind: our debut at Anime Expo in Los Angeles, where we brought our complete anime collectibles line-up together under one roof.

Over the past year, our anime collectibles business has continued to expand, with new IPs, new product formats and a growing number of collections entering the market. Anime Expo gave us the opportunity to bring that progress together in one place and present the full Puremind anime portfolio directly to fans.

For our first appearance at AX, we also wanted the booth itself to reflect our enthusiasm for anime culture and the product ideas behind the Puremind brand.

A new Jujutsu Kaisen launch — with an amazing response

One of the biggest stories of the weekend came from Jujutsu Kaisen.

We chose Anime Expo for the first release of our latest Jujutsu Kaisen products, giving fans at the show the first chance to get their hands on them.

The response came faster than we expected.

The first drop was snapped up almost as soon as it reached the booth.

After months of concept development, samples, revisions and approvals, there is something very different about finally seeing the product in front of fans — watching what they reach for first, which character gets the biggest reaction and how quickly the stock starts disappearing.

Another highlight came when the English voice actors behind Yuji Itadori and Nobara Kugisaki stopped by the Puremind booth.

They spent time with the collection and joined us for a blind-box opening — which ended with an especially lucky pull: the secret edition.

The unexpected moment quickly became one of the most memorable highlights of the weekend for the team and fans at the booth.

We Wanted People to Experience the Products, Not Just See Them

For our first Anime Expo, we wanted the booth to capture the same excitement fans feel for the characters and stories they love — rather than simply placing products on shelves.

So we built several areas around that idea.

Our Plush Parade turned one side of the booth into a colourful character-filled installation, bringing together our plush collectibles from across the anime line-up and quickly becoming one of the most photographed spots in the space.

We also took our Wooden Gallery concept far beyond its usual scale. A giant version was built as a walk-in photo installation, giving fans the chance to step directly into the artwork and take their own Anime Expo photos with it.

A Broader Anime Line-Up, with New Formats Gaining Momentum

Puremind’s anime portfolio now spans long-established franchises such as Naruto and Dragon Ball, alongside a new generation of major titles including Jujutsu Kaisen, Demon Slayer: Kimetsu no Yaiba, DAN DA DAN, SPY×FAMILY and more.

The portfolio covers multiple generations of anime fandom, an expanding slate of licensed properties and a growing range of collectible formats.

At Anime Expo, one of the clearest signals came from our newer product formats. Vinyl plush blind boxes were among the strongest-performing items at the booth, drawing consistently high interest throughout the show.

The response gave us further confidence in expanding the category across more characters, IPs and future collections.

Thank you to the fans, partners and collaborators who joined us in Los Angeles for Puremind’s first Anime Expo. We look forward to returning with an even broader line-up next time.