Japan Character Licensing 2009

Japan Character Licensing 2009

Current Situation and Outlook for the Character Products Market in Japan

Detailed market analysis of 12,000 individuals’ character product purchases!

New English version of indispensable data source for character license-related businesses in Japan!

★LIMA members 30% off the full retail price★

Benefits

The publisher of this report CHARACTER DATABANK, Ltd., Japan’s only marketing consulting company specializing in the character license business. It contains detailed analysis of data pertinent to the character products market in Japan. No company involved in character licensing in Japan should be without it. In it you will find breakdowns of the character licensing market in Japan in 2008, by product category, channel, and customer age and gender. Here you will find the latest trends in character licensing in Japan, where the industry is the most developed in the world. You will get a clearer sense of the current state of “Cool Japan.” Here both licensors and licensees can find critical benchmarks and information vital for developing strategies for the Japanese market.

Key Points

・In 2008, Pokémon is still the No. 1 character in Japan

・In 2008, the character products market in Japan totaled 1.5406 trillion yen

・Toys are the No. 1 character product category (32.12%)

・GMS and supermarkets are still the No. 1 sales channel (25.19%)

・Japanese consumer acceptance of characters is 74.4%; character product ownership 89.3%

・Licensors with royalty income between 1 and 3 billion yen account for 34.4% of all royalty income

・Includes descriptions of 54 characters setting trends in Japan

Tables

Chapter 1．Character license market overview

…Top 100 character rankings; Cool Japan trends

…Market size in latest five years; detailed analysis of critical events in 2008

Chapter2．Product category trends

…Nine product categories; facts about merchandising in Japan

【Product categories: Toys, video games, stationery, household products, confectionary and foodstuffs, apparel, personal care, publishing】

【Data: Top 30 character rankings for all categories; top 20 rankings broken down by gender; top 10 characters broken down by age cohort】

Chapter3．Channel trends

…Eighteen channels; facts about distribution in Japan

【Channel categories: GMS/supermarkets, large toy outlets, toy stores, character shops, department stores, discount centers, theme parks, home centers, convenience stores, book and stationery stores, large home electronics/camera outlets, large and small sundries stores, direct sales, drug stores, baby stores, amusement facilities/game corners】

【Data: Top 15 characters in each category/ age breakdowns】

Chapter4．Consumer trends

…Twenty age and gender categories; the demographic details you need

【Age cohorts: 0-2, 3-4,. 5-6, 7-9, 10-12, 13-15, 16-19, 20-29, 30-39, 40-plus】

【Date: Share by age cohort (total, male and female), best 30 rankings (total), best 20 rankings (each age and gender category)】

Chapter5．Japan license business environment

…Results from licensor and licensee questionnaires; hear what people on the front line are saying

【Data: Royalty revenue and product sales (2008 vs.2007); licensee character product sales; licensor royalty income; character product share of total licensee sales; number of licensed characters/ changes in property numbers (2008 vs. 2007); property development issues; licensor marketing support versus the support that licensees want; channel strategies; overseas licensing; overseas license business by country; overseas market for Japanese characters; outlook for 2009 character product retail sales; high-potential targets for future character product development; genres (media) in which growth is likely】

Chapter6．Characters in Japan

…Character liking, ownership, and product purchased scores for characters licensed in Japan

【Data: Character liking (total, male, female, by age); character product ownership (total, male, female, by age); character purchase occasion; character information source; emotional effects of characters; values related to characters】

Chapter7．Descriptions of major characters

Specs

・Format: A4

・Number of pages:150

・Date of publication: February 28, 2010

・Price ¥65,000（¥45,000 for LIMA members)

・Publisher: Character Databank

Online ordering at the following URL:

CHARACTER DATABANK, Ltd., is the only marketing consulting company in Japan whose specialty is the character licensing business and Japan’s most experienced and trusted provider of character licensing industry information.

For further information, please contact:

CHARACTER DATABANK, Ltd.

Kawamura Bldg. 3F, 5-10-6, Shinbashi,Minato-ku, Tokyo 105-0004, Japan

Tel: +(81) 3-5776-2061 Fax: +(81) 3-5776-2062

E-Mail:

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