LIMA Award Nomination

LIMA Award Nomination

Best Character Brand Program of the Year

100 Words or Less describing the highlights and successes of the entry and why it should be considered for an award.

Mindworks, the AGP appointed Care Bears licensing agent in Japan, introduced Care Bears to the Japanese market in February 2008. Introduced to the market with “The World of Care Bears” first time official Care Bears licensed products using the Classic style artwork

The initial launch of tshirt in February and stationary in

1. Describe the extent of your product line – 300 words or less

The Care Bears product line in the Japanese market features a number of on-trend items and continues to expand at a rapid rate. The first Care Bears product launched was t-shirts in February 2008, and the collection quickly expanded with the March launch of stationary and lunch ware.

1. In what country/countries did your licensing program take place?

MIndworks is the Care Bears agent appointed by American Greetings Properties for Japan, as such, this program for nomination takes place in Japan.

1. Depth of Distribution (retailers/doors)

Care Bears products are Plaza, Loft and PARCO

The Care Bears were introduced to the Japanese market through “the World of Care Bears” exhibition. Opened in April 2008 at Parco, a trend setting department store for young women and men. The event introduced Care Bears to the market and build awareness via showcasing the rich history and story behind the bears to existing Care Bears fans. Exhibition included hand drawn original art from 1983 as well as interview footage of Dave Polter, one of the original creators of the Care Bears talking about how they were created

PR to fashion and culture magazines

Sony Creative Products is the biggest licensee with stationary and lunch ware targeted to the older female or “office ladies” who bring their lunch to work. Launched in March 2008, Sony had 131 products in the market by the end of December 2008.

Wantanabe developed a popular line of Care Bears tees and tote bags and collaborated with popular apparel brands MilkFed and Cecil McBee.

Plush from licensee CUBE plush key chain, face mugs, cell phone stands

Included in a fashion magazine for young women called “warm and cool” and “it is our fashion to hang Care Bears from jeans and bags”

Included in MANY PR clips in fashion magazines

Iwaya – finger puppets, plush that vibrate – their winter items including boots keepers, hot water bottles are quite popluar

Runa –cell phone screen cleaners, cell phone straps and privacy screens

Small Planet for gift/apparel items including socks an women’s underware

Santan for bath items – bath salts, mats, glass and toothbrush stand

Small Planet’s 10 retail stores

Yujin for capsule toys including key chains

Takarajimsha’s mook (a magazine and book)

Included a popular Japanese TV personality to the debut even who talked about her memories of the Care Bears. It was included on many terrestrial TV program on their “entertainment news” sections which brought more people to the exhibition

The first ten Care Bears, Care Bears from other countries

Became almost a 10 million dollar business in one year (

As the audience for character brand merchandise is older in Japan, Mindworks set out to target single females in their 20s and 30s as they are fashion leaders and trendsetters, not just in fashion but also in Japanese culture.