Interest

Yu-Gi-Oh! Partners with THE BEST PASTE for New Hair Products Line

American hair product brand THE BEST PASTE announced on Monday that it has partnered with popular anime franchise Yu-Gi-Oh! for a line of hair products debuting the next day. The partnership is a “first-of-its-kind collab fusing two forces to create something rare, powerful, and destined to become legend." A short video promotes the collaboration, set to the American Yu-Gi-Oh! theme song:

The lineup includes a US$99 travel case, US$28 firm hold paste (in Yu-Gi-Oh! Matte or Kaiba Natural Shine styles), and US$20 yellow "precision comb."

Jennifer Coleman, Senior VP of Marketing and Licensing at Konami Cross Media NY said in a Konami press release, “We are pleased to introduce this fun, and should I say, hair-raising, way for our fans to engage with the Yu-Gi-Oh! brand. We believe this is a partnership that can provide organic growth for each brand with a whole lot of creativity and fun for our fans.”

Kristan Serafino, Celebrity Stylist & Founder of THE BEST PASTE, had a similar sentiment: “Yugi's fearless creativity and Kaiba's sleek intensity have inspired fans for decades - now that same energy can fuel your personal style. With these pastes, we're not copying anime hair, we're capturing that duelist spirit: whether you lean into Yugi's wild passion or Kaiba's sharp precision, it's about wearing your confidence like a signature card."

Sources: Press release, THE BEST PASTE's Instagram account