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Dentsu to Export Mameshiba Characters to U.S. This Year

posted on by Egan Loo
"Bean-Shiba dog" characters have been in animated TV spots since last year

The Japanese media and advertising company Dentsu is planning to introduce its Mameshiba brand characters to the United States this year. Mameshiba (literally, "bean-shiba") are mysterious creatures that are not quite beans nor Shiba dogs, but something in between. The character have been starring in a series of animated television spots since last year. The brand sold US$30 million worth of licensed products in Japan last year, and the 250 products from 20 licensees are expected to sell over US$50 million this year. Dentsu is offering the characters to toy, fashion, and collectible licensees in the United States.

Detsu co-produces or co-owns dozens of anime properties, including Gintama, Soul Eater, Nodame Cantabile, Bleach, and Spirited Away. It was also the owner of Geneon Entertainment from 2003 until this year, when it transfered its majority ownership to Universal Pictures International Entertainment. Dentsu launched a Los Angeles office last year for international animation partnerships, and it acquired the rights to the Chub City brand from Jada Toys.

The NHK public broadcaster's Domo character is another brand that launched from Japanese television spots into a marketing wave in several countries.

Source: ICv2

Image © Dentsu Inc.

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