This page contains a Flash digital edition of a book.
TOTAL LICENSING
Licensing in the Land of the Rising Sun
When I began studying Japanese as a and chaperone you on a brief tour rate and liven up a small space.
child in Kansas City of all places, peo- through world of licensing in the Land I asked prominent East Asian sociol-
ple thought I was from Mars. I stud- of the Rising Sun. Strap on your Hello ogy expert Prof. James Farrer of To-
ied Japanese from comic books and Kitty helmet and fasten your Bean Jam kyo’s Sophia University for his take
people would always ask me, “Why Man safety belts and away we go. on Japan’s obsession with character
are you reading ‘Speed Racer?’” as this First off you must wonder why the goods and he asserted that they al-
was the only Japanese style comic art Japanese possess this obsession with low people to be part of a fandom or
they had seen. Interest in characters characters and animation. Grown group in a country that is famous for
from Japan in the late ‘80s made me an women fawn over Snoopy beer steins being “group oriented” rather than
anomaly at best or an utter freak at and men in their fifties openly read “individual oriented”:
worst. My how times “Japanese consumers
By Charles Ayres
have changed! You can- Rilakkuma embrace characters be-
Character Development
not swing a dead cat cause they place value on
Vice President
without hitting a child affiliation and specialized
Sun R&P Co., Ltd. carrying a Pokemon learning. Embracing a
Tokyo, Japan game. Bakugan, Sanrio character means belong-
charles.a@sun-rp.com
and Dragon Ball have ing to a group of people
become household who also embrace the
names. With eyes that character. However
take up 75% their heads these types of con-
and Botticelli-esque sumer-fantasy groups
hair, Japanese cartoons make no demands on
have given Disney a run the individual, so they
for its money, knocked are very “light” forms
domestic cartoons off of commitment. Many
the air in some countries and now sexually explicit comics on the train to characters also give people a chance
take up a good portion of the world- work. If Walt Disney were alive today to spend time learning about some
wide licensing market. Go Speed Rac- he would think, “You guys are taking sort of alternative play world, which
er, indeed! the animation thing WAY too far.” Un- can take the form of a “hobby,” which
Twenty years after my dressing down like the West there exists no cut off many adults in Japan see as an impor-
at the hands of my MidWestern peers, age at which teens are supposed to, tant part of a balanced lifestyle” (Via
I now specialize in exporting Japanese “Stop watching cartoons.” Moms email, 2009: August 21).
character brands to the don’t toss out their sons’ In many ways Japanese society remains
greater world at Sun comic book collections rigid or conservative, so small, cute
Proper- at the first sight of items provide some color in a coun-
ties – a chest hair and people of try where small children often study
division all ages can enjoy a simple until late at night in cram schools to
of Sun R&P visceral reaction to characters. join a competitive corporate culture
that brings Hollywood stu- Basically if something is cute that might seem grim otherwise. Cute
dio properties to the you are free to enjoy it at any age. items create a spark of joy in a sea
masses of Japan. To- Also, in a country where housing of black suits and charcoal-and-navy
day I would like to space is a premium, a character school uniforms. At one company I
be your tour guide novelty item is nice way to deco- worked in Tokyo (unrelated to licens-
ing), the president kept a framed por-
trait of Mickey Mouse up on the wall.
When singing Karaoke even the el-
derly will proudly belt out the cartoon
THE PINK PANTHER™ & © 1964-2009 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved.
166
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188
Produced with Yudu - www.yudu.com