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
Chapter 2．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】
Chapter 3．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】
© 2010 CHARACTER DATABANK, Ltd. All rights reserved. Not to be reproduced in whole or in
part without prior written permission of the copyright owner.
© キャラクター・データバンク 2010。本文、その他の無断転載・引用を禁止します。
【Data: Top 15 characters in each category/ age breakdowns】
Chapter 4．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)】
Chapter 5．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】
Chapter 6．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】
Chapter 7．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:
https://sv211.xserver.jp/~charabizform/charabizform.xsrv.jp/jcl2009/index.php
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: info@charabiz.com
Web: http://www.charabiz.com/
© 2010 CHARACTER DATABANK, Ltd. All rights reserved. Not to be reproduced in whole or in
part without prior written permission of the copyright owner.
© キャラクター・データバンク 2010。本文、その他の無断転載・引用を禁止します。