Wit Studio, the animation powerhouse behind “Attack on Titan,” is venturing into unfamiliar territory with its first stop-motion series “My Melody & Kuromi,” set to debut exclusively on Netflix July 24. The 12-episode series marks a strategic pivot for the Tokyo-based studio, which built its reputation on traditional hand-drawn animation.
The series is produced by Toruku, a subsidiary of Wit Studio, marking the studio’s first stop-motion project. Director Tomoki Misato, known for the acclaimed “Pui Pui Molcar,” leads the production featuring Sanrio’s My Melody celebrating her 50th anniversary and Kuromi marking her 20th.
The project reflects broader industry shifts as studios diversify content formats and streaming platforms intensify competition for Japanese animation. Netflix generated 1 billion anime views in 2023, while the number of Netflix’s original anime titles rose from 54 to 76 between 2022 and 2023.
For Sanrio, the series supports its strategy to reduce Hello Kitty dependence. Hello Kitty’s proportion of gross profit dropped from 75% in fiscal 2014 to 30% in fiscal 2024, as the company seeks revenue diversification. Sanrio reported record first-half net profit of ¥19 billion ($124 million) in its latest earnings, demonstrating the effectiveness of its character portfolio expansion.
The stop-motion format, while labor-intensive and costly, has gained traction on streaming platforms, with Netflix’s previous successes including “Pokémon Concierge” and “Rilakkuma and Kaoru.”
