Sony Wants to Create an Original Character IP to Rival Hello Kitty — and a Stressed-Out Insomniac Bear Is in the Running
Japanese character goods, like Hello Kitty, are popular worldwide for their cute and recognizable designs. Now, Sony is entering the fray. Sony Creative Products (SCP), the division that manages the Sony Group’s character IPs, wants to develop its own characters with universal appeal that can generate 10 billion yen (approx. $62.8 million) in annual sales by 2030.
Sony aims to create its own original character IPs, similar to popular mascot characters like Hello Kitty, with the goal of generating 10 billion yen (about $62.8 million) in annual sales by 2030. Sony Creative Products (SCP), the division responsible for Sony's character IPs, has established a dedicated team tasked with identifying potential hit characters and opened a special event space in Tokyo to further this endeavor.
One character currently in the running is Nemu, the Night Owl Bear, a stress-filled society theme that has gained popularity in Japan and South Korea, with over 1 million followers in a year. SCP plans for merchandise and an anime featuring Nemu. While Sony has struggled to find an enduring mascot comparable to Nintendo's Mario or Sega's Sonic, the company's broad reach across various entertainment sectors provides potential avenues for success.
Written by urgent.news from IGN's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
