Japanese doll Licca-chan returns to US after 40 yrs, adults targeted

Japan's beloved dress-up doll Licca-chan has returned to the United States after a 40-year absence, with a renewed focus on adult consumers interested in Japanese culture and character merchandise. The decision to reintroduce the doll was influenced by the success of similar products targeting "kidults" – grown-ups who maintain a childlike spirit.

Previously sold under the name "Lisa" in the 1980s, Licca-chan was marketed towards children but ultimately failed to gain traction in the market. In contrast to its past, the current lineup of Licca-chan dolls features 17 different variations, including outfits like a kimono or school uniform, and collaborations with the creator of the popular virtual singer Hatsune Miku.

Selling for between $20 and $30, the doll's appeal lies in its fine details and authentic Japanese design. Yuka Ohashi, head of overseas strategy for the Licca-chan business unit, noted that customers in the United States have been impressed by the doll's intricate craftsmanship. Established in 1967, the iconic 11-year-old schoolgirl named Licca Kayama, affectionately called "Licca-chan," has seen updates to its features over the years, such as variations in height.

Tomy Co., the toymaker behind the doll, aims to have overseas sales account for 50% of its total sales in the future, up from around 30% in the previous fiscal year.