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TOTAL LICENSING
and a music and DVD store operated �or Jun - Moomin toothbrush (www. py-set.jp). The giveaway toys promo-
by Shinseido (www.shinseido.co.jp). lion.co.jp/ja/seihin/�rand/015/01.htm) tion at the time of writing this article
Pester power is alive and kicking in Ja- with matching Moomin Xylident was Me��o Piano (www.narumiya-net.
pan since Reiko usually ends up buying toothpaste (www.lion.co.jp/ja/seihin/ co.jp/junior/me��opiano/cahracter.html)
heaps of shopping with characters on �rand/010/01.htm) (character(character we�sitesite for girls and Sega’s iDog (www.idog-
them. Today was no exception, so to www.moomin.co.jp/index.html) segatoys.com/) for boys. Me��o Piano
transform the kids’ rice balls, she got �or Asuka – MiffyMiffy toothbrushtoothbrush andand is a very popular kids clothing brand
• Disney Princess “furikake” seasoning toothpaste (http�//jp.sunstar.com/2.0� from major apparel maker, �arumiya
for Asuka. (www.nagatanien.co.jp/prod- product/mouth�ody/oralcare/gum/gum� International, which features original
ucts/detail.php?pcode=�061) (character 19.html#p1) characters such as Lovely Berrie and
we�site www.disney.co.jp/princess/) After bagging up the shopping, the Rosy. �o doubt, Asuka was very hap-
• Anpanman “furikake” seasoning for Tanakas stopped by the in-store py to have some Me��o Piano toys to
Jun (www.nagatanien.co.jp/products/de- travel agency to pick up some travel go with the clothes she wears��
tail.php?pcode=�016) (character we�- brochures to look for family holiday
site www.ntv.co.jp/anpanman/) locations. The kids were immediately REIKO’S PRI�ATE TIME
• Miffy “nori” pre-cut seaweed wrap- attracted to the pamphlets using char- Reiko always looks forward to some
ping for rice balls (www.itoyokado. acters to advertise domestic holiday private time to herself
jp/product/-/detail/4512945227887) packages offered by the major travel on Saturday afternoons
(character website www.miffy.com/) companies including Japan Airlines as she leaves Taro to
to be stored in: (Disney), All �ippon Airways (Poke- look after the kids.
• Pingu transparent food bags (www.st- mon), ��inki �ippon Tourist (Barbapa- After reading about
c.co.jp/product/category/048/100.html) pa) and �ippon Travel Agency (Hello a recent trend about
(character we�site www.sonymusic.co.jp/ ��itty). fathers reading sto-
MoreInfo/�hekila/Pingu/) The Tanaka’s took lunch at the Ito-Yo- ries to their children
• Hello ��itty food storage box (www. kado food court. Again, pester-power to strengthen father-
st-c.co.jp/product/category/048/101.html won the day with lunch consisting of child bonding, Reiko
(character we�site www.hellokitty.ne.jp/ a McDonald’s Happy Meal (www.hap- began to encourage
index.html)
One of the kids’ favourite dishes is

“boil-in-the-bag” Japanese style sweet
T� Animation Audience Ratings
curry that is poured on top of rice,
Source� Video Research Ltd. Figures on Yahoo Japan TV we�site on August 4, 2008
so Reiko stocked up on:
Title Channel Rating Programme Website Character Website
• Pokemon pork and corn curcorn curryy
(www.marumiya.co.jp/product/charac-
1 Sweet Lost �ight �TV 14.4% n/a www.lupin-3rd.net
ter/001.html) (character weacter we�site /wwwsite /www.
(Lupin the Third)
animated movie
pokemon.co.jp/)
• Hello ��itty beef curry (www.otsuka-
2 Crayon TV 10.1% www.tv-asahi.co.jp/shinchan www.futabasha.com/
foods.co.jp/product/omoiyari/index.html)
Shinshan Asahi shinchan
�o trip to the supermarktrip to the supermarketet wwouldould be be 3 Doraemon TV 9.2% www.tv-asahi.co.jp/doraemon http://dora-world.com
complete without a visit to the con-
Asahi /top.html
fectionery section where the kids got:
4 Pocket Monsters TV 6.7% www.tv-tokyo.co.jp/anime www.pokemon.co.jp
• Rilakkuma 5
th
Anniversary mini- Diamond & Pearl Tokyo /pokemon_dp/
plush toy and confectionery: (www.

5 �aruto Shipponden TV 4.8% www.tv-tokyo.co.jp/anime www.tv-tokyo.co.jp/
ka�aya.co.jp/okasi/toy�kuma�5.html)
(�aruto Hurricane /naruto anime/naruto
(character we�site www.san-x.co.jp/re- Chronicles) Tokyo

laxuma/campaign/34.html)
6 ��eroro Gunso TV 4.7% www.tv-tokyo.co.jp/anime www.keroro.com/
• Ojarumaru cheese-flavoured
(Sergeant ��eroro) tokyo /keroro
corn snacks (www.okashi-depart.

7 Soreike�� �ippon 4.6% www.ntv.co.jp/anpanman www.ntv.co.jp/anpanman/
com/cgi-�in/goods�n�/goodsprev.
Anpanman TV
cgi?gno=NB01560&in�yid=&in�
ypass=&kategory=607 (character (character
8 Blue Dragon Tenkai TV 4.3% www.tv-tokyo.co.jp/anime http://bluedragon.tv/
no Shichiryu (Blue Tokyo /bluedragon/
we�site //www3.nhk.or//www3.nhk.or.jp/anime/ojaru/).jp/anime/ojaru/)
Dragon - Seven
• DoraemonDoraemon chocolate chocolate (www.lotte.
Dragons of the
co.jp/products/catalogue/choco/06.html) Heaven)
(character we�site www.dora-world.
9 Oha Colisium TV 4.2% www.tv-tokyo.co.jp/anime www.shopro.co.jp/tv/
com/top.html)
(Morning Colisium) Tokyo /ohacoro/ /program/ohacoro/
To keep the kids’ teethteeth inin orderorder afterafter
10 Shugo ��yara TV 4.1% www.tv-tokyo.co.jp/anime http://shugo-chara.com/
eating all those sweets, Reiko stocked
Tokyo shugo-chara/
up on:
145
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