When it comes to protecting Naruto, TV Tokyo is not playing around. The studio behind the global anime sensation just won a major legal victory in the U.S. District Court for the Northern District of Illinois, securing nearly $5 million in damages. This case targeted dozens of online sellers who were pushing fake Naruto merchandise under the guise of legitimacy. With a default judgment handed down on May 28, the ruling serves as a bold reminder that counterfeiting a popular anime IP can come with a steep price.

The defendants, 47 in total, are now on the hook for $100,000 each after being found guilty of willful copyright and trademark infringement, according to Anime Corner. The court found that these sellers were running online storefronts designed to deceive customers into believing they were purchasing officially licensed Naruto products. But instead of ing creators, consumers were unknowingly buying knockoff figures, stickers, backpacks, and other poor-quality items. TV Tokyo was very upset by the reputational damage and customer confusion caused by these counterfeit operations.

Counterfeit Naruto Merch Comes at a High Cost

How Bootleg Merch Backfired Big Time on These Naruto Scammers

According to the lawsuit, the counterfeiters intentionally mimicked the branding and design of official Naruto merchandise. Their websites were made to look like legitimate anime stores, but the products were cheap imitations. These actions led to consumer confusion, diluted Naruto’s trademark identity, and ultimately hurt the brand’s integrity. TV Tokyo argued that these knockoffs not only stole revenue but also harmed their reputation among fans, many of whom were unaware they had bought fake goods.

In response, the court did not just award damages, it took decisive action. It granted TV Tokyo the right to seize the offending websites, either transferring them to the company or shutting them down permanently. Payment providers like PayPal and Amazon Pay were also ordered to freeze the defendants’ s, preventing them from accessing or moving funds linked to the infringing sales. The judgment acknowledged that some defendants used multiple aliases, so damages were capped per individual rather than per storefront.

A Warning Shot for Future Naruto Infringers

Anime Studios Are Not Playing Games Anymore

This is not the first major win for anime studios fighting copyright abuse in the U.S. Just last month, VIZ Media won a $26.2 million case over unauthorized RWBY merchandise. Now, TV Tokyo’s victory marks another milestone in protecting anime IP on an international scale. It shows how seriously U.S. courts are taking anime-related IP theft, and how aggressive rights holders are becoming in defending their brands.

For fans and sellers alike, the message is clear, that counterfeit anime goods are a legal minefield. As streaming platforms like Crunchyroll and Netflix expand global access to anime, the value of protecting iconic franchises like Naruto only grows. Companies like TV Tokyo are setting a precedent and one that could make future counterfeiters think twice before messing with the Hidden Leaf Village.