Sony Creative Products (SCP), the division responsible for managing the Sony Group’s intellectual property, is embarking on an ambitious initiative to create original characters with universal appeal. The division aims to achieve 10 billion yen, approximately $62.8 million, in annual sales from these new IPs by 2030. This strategic move into the character goods market, dominated by established entities like Sanrio, creator of Hello Kitty, involves establishing a dedicated team focused on developing potential hit characters and opening a specialized event space in Tokyo.
Currently, a standout character in contention is Nemu the Night Owl Bear, a creation developed in collaboration with Tsumupapa. Nemu, who struggles with sleep due to excessive worry, has garnered over one million followers in its first year. An SCP executive noted that the character’s theme of a "stress-filled society" resonates internationally, with significant popularity observed in South Korea. Merchandise and an anime series for Nemu are reportedly in development.
Sony's financial target of 10 billion yen in annual sales for original IP characters is considered substantial; industry insiders suggest a character is typically deemed a hit if its merchandise generates between 2 to 3 billion yen annually. However, Sony's extensive reach across various media sectors, including anime, music, gaming, and film, provides numerous potential avenues for its new characters to gain traction and generate revenue. Historically, Sony has lacked a singular, enduring mascot character comparable to Nintendo’s Mario or Sega’s Sonic, with past associations like Crash Bandicoot, Sackboy, and Astro Bot varying in recognition across different PlayStation generations and regions. Toro Inoue, a PlayStation mascot in Japan, never achieved the widespread global recognition of its gaming counterparts.
SCP seeks to rectify this perceived gap by leveraging its expertise. The division has a proven track record in managing domestic events for established character IPs and revitalizing existing ones, such as the Peanuts comic strip characters. SCP is also exploring the use of technology to enhance fan engagement at character-related events, exemplified by the Yurakucho Museum in Tokyo. This venue offers immersive exhibitions, currently utilizing haptic feedback and environmental effects for a Pingu exhibition, where Sony holds the marketing rights in Japan and reportedly doubled the character’s merchandise sales last year.
The success of this venture will hinge on SCP’s ability to translate its marketing acumen with established IPs to its own nascent creations, potentially leading to tie-in anime series and games featuring new Sony-originated characters.