TOTAL LICENSING
A DAY IN THE LIFE OF..
..a Japanese family
By Roger Berman, Cosmo Merchandising Co Ltd, Tokyo, Japan
THE TANAKA FAMILY either walk, cycle or drive to the store which can accom-
Taro Tanaka is a 35 year old “salaryman” Japanese office modate 640 bicycles and about 1,000 cars. The store is a
worker. His wife, Reiko, 32, was an “OL” (office lady – fe- 3-floor structure that provides about everything a family
male clerical employee) at the same company. Taro and could need: following a standard layout in Japan the first
Reiko married 5 years ago. Reiko quit her job a year later (ground) floor has a food supermarket, food court, phar-
when she became pregnant with her first child, Asuka, a 5 macy, photo processing shop, tenant bakery and a large
year old girl now in kindergarten. Their second child, Jun, special sales event space. The 2
nd
floor has clothing, foot-
a 3 year old boy, will enter kindergarten next year. Reiko wear and sports clothing and the third floor is devoted to
Instead of writing
is now a full-time housewife, looking after the home and household goods and toys. There are a number of tenant
a�out the general
the children. stores such as family casual clothing chain Comme Ca Ism
Japanese licensing
Taro, as a mid-level manager, has work responsibilities that (www.��vefoxes.co.jp/recruit/corporate/�rand/21.html), oper-
market, Roger
don’t usually let him come home before 10 p.m. on week- ated by major fashion retailer �ive �oxes, �ranc�ranc (www.
Berman thought it
days, so the Tanakas value their weekends when they can all
francfranc.com/eng/), a home interior store owned by Bals,
would �ee a good idea a good idea
spend quality time together. Typically, Reiko used to shop a leading design-led furniture and lifestyle product retailer,
to take a ““snapshotsnapshotsnapshot””
every day, driving to her local supermarket but with ris-
of how Japanese
ing petrol prices, she has recently changed her shopping Main Japanese T� Channels
consumers, in this
pattern to bulk shopping on Saturday mornings when they
Featuring Children’s Programming
case a young family,
drive to their local Ito-Yokado superstore. InIn anyy case, itit
associate themselves
lets them go shopping together.
(Links go directlyectly to the kid’to the kid’ss programming section of each programming section of each
with characters in
we�site) (Source� compiled independently �y the author).
their daily lives. The
SATURDAY MORNING TT��
family is ��ctitious �ut
Reiko usually limits her kid’s TV viewingviewing duringduring weekdaysys
Terrestrial (Nationwide):
the description of their
but today isis SaturdaySaturday andand AsukaAsuka and and Jun un areare allowedallowed toto getget
NHK Educational
www3.nhk.or.jp/anime/
Saturday together is
their fill of early morning TV shows. Reiko gotot upup withwith bothboth
NTV (Nippon NipponTelevision Network vision Network �orporation)ation)) www.ntv.
a common pattern.
kids just before 7 a.m. to catch Lilo & Stitch on Disney Time
co.jp/movie-anime/index.html
Since retailers do not
on MX TV (www.mxtv.co.jp/liloandstitch). Reiko, has been a
TBS (Tokyoyo BrBroadcasting Systemoadcasting System)) ) www.t�s.co.jp/anime/
allow photography
Disney fan ever since Tokyo Disneyland opened in 1983.
Fuji TV(Fuji Television Network) www�.fujitv.co.jp/
inside stores, there
She paid her first visit there when she was 10, and hashas
animation/index.html
are no store photos
visited there uncountable times since. This year the much
TV Asahi
www.tv-asahi.co.jp/anime/�/
accompanying this
expanded and renamed Tokyo Disney Resort (www.tokyodis-
TV Tokyo
www.tv-tokyo.co.jp/anime/
article. However
neyresort.co.jp) celebratescelebrates itsits 25
th
anniversary, and Reiko is
planning a family day day trip thertrip there later this ye later this year.
Terrestrial (Greater Tokyo area)
the various we�site
At 7.25, they switcheedd to to the the �H����� �ducationalducational channelchannel
MX TV (Tokyoyo MetrMetropolitan opolitanTelevision Brvision Broadcastinoadcastingg
links will give thethe
so Asuka and Jun couldould watchwatch Hoorayy foror �i�i�� ((www3.nhk.
�orporation)orporation)oration)
www.mxtv.co.jp/anime�portal/index.php
reader some visual
or.jp/anime/suisui -/ character wwee�sitesite http�//www.���i.jp), an an anan--
TVK (Television Kanagawa)
www.tvk-yokohama.com/anime/
reference. The
imated series based on the picture book Hooray for �ish by
index.html
reference section at
Lucy Cousins, the author of the best-selling Maisy picture
Teletama (TV Saitama)
www.teletama.jp/anime-g.htm
the end of the article
book series. Reiko wentwent offoff toto preparee breakfast eakfast while while the the
�hi�a TV (��hi�a aTV TV BBrroadcasting oadcasting �orp)orp)) www.chi�a-tv.com/
contains a listing of
kids stay glued to the TV to catch Curious George (www3.
animation.html
TV stations showing
kids programming,
nhk.or.jp/anime/george) alsoalso on on �H����� �ducationalducational at 8
a.m.at 8 a.m.
Cable & Satellite Channels
a top 10 animation
�artoon Network
www.cartoon.co.jp/
viewership rating
THE WEEKLY SHOPPING TRIP
Kids Station
www.kids-station.com/
and �rief pro��les on
At 10 a.m., they all headed out to their local Ito-Yokado
Animax
www.animax.co.jp/
the major retailers major retailers
in ��okuryo, Tokyo for their weekly shopping trip. The Ito-
Disney �hannel
homehome.disney.co.jp/tv/.co.jp/tv/ and includesand includes�
mentioned.
Yokado superstore serves a catchment area encompass-
Playhouse Disney
wwwwww.disneychannel.jp/dc/program/
ing about 130,000 households in the suburban residential
playhouse/
towns of Chofu and ��omae, located about 20 kilometres
Toon Disney
www.disneychannel.jp/toondisney/
from central Tokyo. �ven though the store is only an 8
Jetix
www.disneychannel.jp/jetix/
minute walk from the nearest train station, most people
144
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