Belgian card producer expands to Japan

Cartamundi, one of the world’s leading producers of playing cards, has announced a joint venture with Amada Printing of Japan, home of some of the world’s most popular collectible cards. Under the terms of the 50-50 agreement, Amada will produce Cartamundi cards in Japan, at its factory near Tokyo.

Cartamundi, based in Turnhout, Antwerp province, produces conventional playing cards but also themed cards and collectible sets, the latter of which are usually linked to promotional events such as the release of a new movie. Past deals have included the production of cards for Disney, James Bond and Pixar films. The group employs 1,200 people worldwide and had turnover of €152 million in 2011.

Amada produces collectible cards, including tie-ins for the world’s fourth largest toy manufacturer, Bandai, maker of Power Rangers and Pac-Man. Amada activities, which will become part of the joint venture, made sales last year of $28 million (€20.3 million).

Cartamundi now has production facilities in nine countries, including Germany, Brazil and the US. “The joint venture with Amada Printing in Japan is an important step in realising our ambition: proving our name Cartamundi,” said CEO Chris Van Doorslaer. “Besides, Japan is the cradle of collectables, including Pokémon, Yu-Gi-Oh! and Vanguard. Cartamundi will not limit itself to the market of collectable cards but will also pursue other markets in Japan. Therefore, the joint venture with Amada Printing is an important strategic step.”