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TOTAL LICENSING
Taro to read stories to their children.
Retailer Profiles
Reiko made it a regular habit to drop
(Source� �ompiled �y author from information on retailers’ wewe�sites)
by a local bookstore to choose some
titles for Taro to read to the kids. One
Ito-Yokado www.itoyokado.co.jp/ isis clothing, cosmetics, confectionery,
result of this interest in picture books
Japan’s second largest superstore music and “�akka” lifestyle products.
was that Reiko herself had discovered
chain, holding a nearly 12% market Its’Demo describes itself as a “fash-
she enjoyed reading the picture books
share. (Aeon is Japan’s largest with ion variety select shop”. With soft
for herself as a means of relaxation.
14%). Ito-Yokado operates 179 su- music playing in the background and
She really took pleasure in browsing
perstores mostly on the main Hon- an airy ambience, Its’Demo stores
the children’s books section at her
shu island with a large concentration are easily inviting browsing envi-
local bookstore, buying books that
in the ��anto region that includes ronments. Often located within or
were attractive to both her and the
Tokyo and Yokohama. Besides food near railway stations, the stores are
kids. Today she picked up a pamphlet
whichich accountsaccounts foror moree thatthat 50%50% ofof ideally positioned as places to pass
at the bookstore titled “Million Book”
sales, IY also sells apparel, household time whilst waiting for friends. On-
which was promoting picture books
goods, toys and more. Ito-Yokado going sales campaigns and the con-
that had sold more than a million cop-
is part of the Japan’s largest retail stant introduction of new products
ies. �eatured titles included The Very
group, Seven & I Holdings, and is a ensures a high percentage of repeat
Hungry Caterpillar (2.9 million copies
sister company to 7-11, Japan’s top- visits, and the key ability to meet the
sold since 1976) (www.eric-carle.com/),
ranked convenience store chain. “what’s new” mind-set of the young
Guri & Gura (3.96 million copies sold
adult female consumer. There are 52
since 1967) (www.fukuinkan.co.jp/ninki-
Its’Demo http�//itsdemo.jp is a Japa- stores nationwide 44 of which are in
mono/gurigura/index.html), and Harry
nese retailer targeting young adult the ��anto region incorporating To-
the Dirty Dog (1.73 million copies
women with a selection of fashion kyo.
sold since 1964).
(www.e-hon.ne.jp/�ec/SE/List?dcode= acter stationery including The Very
This week Reiko bought Harry the
02&ccode=10&scode=36&Genre� Hungry Caterpillar (www.gakkensf.
Dirty Dog as it was a book she had
id=021036&listcnt=0) co.jp/lineup/eric/index.html) and Gas-
read as a child herself. (The promo-
After the bookstore, Reiko went to pard et Lisa (www.gakkensf.co.jp/lineup/
tion was run by Japanese book dis-
check out her local branch of Its’ gas/index.html) – not for the kids, but
tributor, Tohan (www.tohan.jp/) and the
Demo (http�//itsdemo.jp), where she for herself��
book list can be seen at:
picked up some picture book char-
part. In addition, this year will see a number of celebrity
licenses on show for the first time through companies in-
cluding Avex �ntertainment and Upfront Works.
When Licensing Asia opens its doors in Tokyo on �ovem-
Another new feature this year is a creative competition
ber 12, it will be the eighth edition of the show that has
entitled Adex Creators’ Gateway. All of the participants in
seen visitor levels increase to nearly 9,000 over the three
the competition will display their properties during Licens-
day event.
ing Asia and the six winners will also have the opportunity
This year’s show will expand categories on display with
to exhibit their winning designs at Licensing International
a new Brand Licensing Zone where a number of exhibi-
in Las Vegas next June.
tors, including V&A �nterprises from the U��, together with
�or further information on visiting Licensing Asia 2008, visit
sports giants IMG and The Licensing Company will take
www.licensing-asia.jp.
Exhibitors at Licensing Asia 2009
Adex Design �enter Dick Bruna Japan Rights Namco Bandai Games The Licensing �ompany
Andrews �reative Edogawa Bussan JB Trust �dyssey Toho
Aurora World Fuji Television Kids Kaga Electronics P.N. Tohokushinsha Film
Avex Entertainment GTB Kamio Japan Pierrot Tokyo Design Academy
Bad Boy Japan Henshin Tigers Base�all Kdokawa Production Pla�astyle Tokyo Design Gakuin
Butterfly Stroke �lu� K-Vision Rakuten Bse�all �ollege
�haracter Data�ank HKTD� Lassen International Rational Entertainment Tokyo Int Anime Fair
�ompro/�mikuji Atelier Honkytonk LIMA Japan �f��ce Sanrio Far East Tomy
�osmo Merchandising Honyarodoh Matsu�akaya Sega Try Works
�osmos �ommerce HoriPro Medil Smiley World TV Tokyo Broad�and
�onsultants IMG Miki Shoko/Mikihouse Sony �reative Products U Team
�reative Education Ingram/San-X/Green MindWorks Sugar United Media
�enter �amel Entertainment Sui Sui Up-Front Works
�ross World �onnections Jammy Morrison & �o Ltd Sun R&P V&A Enterprises
Dentsu Japan Merchandising N.Y. Salad Partners Taiyo Kikaku Venture Link
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