Mameshiba, a character created by Dentsu, Japan’s largest marketing agency, was created in 2008. The range of characters has now grown to over 25 and has guaranteed Dentsu a successful franchise for the brand.
After 12 months in the Japanese market, Mameshiba is about to make its debut in English on the international stage. The question is “How will the mameshiba brand travel?”
From the Dentsu press release, Mameshiba project manager Mr. Atsushi Higashiyama, says,
The success of Mameshiba is a very welcome surprise. The characters have a quirky tone and family-friendly message that appeals to children and adults alike. Each individual character has a distinct personality and trivia message, making them a great collectible product at a reasonable price point. People are clearly connecting with the Mameshiba family of characters, and all indicators are there to suggest they will be popular in English-speaking markets as well.
For the full press release see this link:
YouTube video clips
Mameshiba has its own video channel at YouTube on http://www.youtube.com/user/mameshibavideos
Here are some samples with English subtitles:
Sales of Mameshiba products reached USD$30 million in 2008 and 2009 looks strong as well. If Mameshiba is succesful overseas it wont be long before sales hit $100 million. For a simple character idea and the power of Dentsu promoting, this is certainly a reminder of how powerful character goods can be.
Here are some of the mameshiba goods I received recently from a friend
The website (via Yahoo store) From-Japan-With-Love is selling some mameshiba goods online. I haven’t personally used this store but would be interested in feedback from anyone who has.