Crunchyroll is heading to Austin next month to help give anime the center stage at the coveted event! Alongside a select set of panels showcasing anime at the show, attendees can check out the Crunchyroll and Kadokawa Sentenced to Be a Hero: Teoritta Doll Activation in the Omni Hotel Lobby Atrium, which will feature an animatronic of the titular Teoritta that will respond to attendees after giving the one thing she loves most: head pats. The Teoritta Doll will be available to visit from March 14-18, with no badge required to see the activation. Read on for the list of other panels members of Crunchyroll will be speaking at and attending at SXSW this year. Toys and Games of Today and The Future of Play Sunday, March 15 | 10:00 a.m. – 11:00 a.m. CT Marriott Downtown Waller Ballroom For generations, play has shaped how we imagine, connect, and create. Today it spans toys, gaming, anime, sports, and emerging tech, blending physical and digital worlds into shared experiences. As new technologies, platforms, and global fandoms accelerate, play is being redefined in real time. Play is no longer confined to a toy aisle, a console, or a screen; it now unfolds across worlds, driven by creativity, community, and connection. Join industry innovators exploring how breakthrough technologies, powerhouse partnerships, and mixed-world experiences are shapin g the future of play, creativity, and culture. Mitchel Berger, Executive Vice President, Global Commerce at Crunchyroll Chris Down, Chief Design & Innovation Officer, Mattel Nic Hill, Chief Innovation Officer, Sawhorse Productions Val Vacante, VP Solutions Innovations, Dentsu (Moderator) How Anime Became A Worldwide Cultural Force Monday, March 16 | 2:30 p.m. – 3:30 p.m. CT Omni Hotel Mansfield Room AB Anime isn't niche; it’s the fastest-growing global fandom in entertainment. Among Gen Z, 54% say they “like” or “love” it, placing anime’s cultural relevance alongside major sports and global icons. Its emotional power runs deep: 48% of fans have had a crush on a character, showing anime’s ability to build emotional worlds and deep connections. For Gen Z, it’s identity and community; for Gen X, nostalgia. With leaders from Crunchyroll, Twitch, and anime community voice Lena Lemon joining us, this panel explores anime’s rise and future. Scott Donaton, SVP of Global Brand and Community, Crunchyroll Jasmina Selah, Thought Leadership Director, National Research Group (NRG) Mary Kish. Head of Community Marketing, Twitch Lena Lemon, Content Creator, Twitch/Instagram/TikTok Crafting Sekiro: No Defeat: Hand-Drawn Animation & Original Score (Sneak Peek First Look) Monday, March 16 | 4:00 p.m. – 5:00 p.m. CT Omni Hotel Mansfield Room AB FromSoftware’s Sekiro is being reimagined as a hand-drawn anime built with an analog-first (hand drawn) philosophy, prioritizing craftsmanship, motion, and texture over shortcuts. Join director Kenichi Kutsuna, composer Shuta Hasunuma, and Crunchyroll’s Associate Creative Director and Host Lauren Moore, for a behind-the-scenes look at how Studio Qzil.la is bringing Sengoku Japan to life: from research and concept, to action choreography, background art, and sound. Lauren Moore, Associate Creative Director, Social, and Host, Crunchyroll Kenichi Kutsuna, Director Shuta Hasunuma, Composer The Anime Advantage: Brand Strategy Meets Cultural Power Tuesday, March 17 | 2:30 p.m. – 3:30 p.m. CT Austin Marriott Downtown Waterloo Ballroom 4-6 Anime is no longer a niche! It’s one of today’s most powerful tools for extending franchises, reimagining IP, and reaching global audiences. This panel explores how talent, brands, and creators are using anime as both a narrative and business engine to fuel next-gen storytelling. For musicians, athletes, game studios, and fashion labels, anime offers a dynamic, fan-forward way to build immersive worlds, show up meaningfully in pop culture, and engage loyal audiences that drive long-term brand equity. Elizabeth Cohen, General Counsel, Crunchyroll Darren Traub, SVP, Head Business and Legal Affairs Robin Tilotta, Head of Brand and Global Marketing, Twitch Uzma Rawn Dowler, Chief Marketing Officer, Major League Baseball Designing for Fandom: Where Brand Meets Belonging Wednesday, March 18 | 2:30 p.m. – 3:30 p.m. CT Austin Marriott Downtown Waller Ballroom C Fandoms aren’t audiences; they’re communities. And communities thrive on meaning, identity, and emotion. This panel explores how brands use design to speak the language of fans and build deep cultural connections. From anime to gaming to pop culture collabs, motion mnemonics, and type systems inspired by subculture, we’ll unpack how visual identity becomes a tool for trust, transformation, and belonging. When done right, design doesn’t just sell, it unites. Nichole Geddes, Director, Publishing Creative, Valorant, Riot Games Norman Rabinovich, VP of Creative Services, Crunchyroll
