The cartoon character management business will continue to see growth next year as popular characters are used to promote brands and boost sales in the face of the economic downturn.
Doraemon and friend Nobita celebrate the 45th anniversary of the cartoon in Thailand. Doraemon merchandise sales are tipped to rake in 5 billion baht this year.
Thawach Imraporn, deputy managing director of Animation International (Thailand), the rights management company for Japanese characters, said character-driven marketing could benefit product owners through storytelling to reflect a clearer brand identity.
For instance, the Thai maker of Goon diapers put a picture of Doraemon on the product, boosting sales for a short time.
The 7-Eleven chain recently ran a stamp campaign for Doraemon merchandise and saw a 10% sales rise. The campaign boosted customer loyalty even during the low season for sales.
Animation International holds the character rights for Doraemon, Crayon Shinchan, Panda Z and Line friends — all top-of-mind Japanese characters among Thai people.
Doraemon merchandise sales in Thailand are expected to rake in 5 billion baht this year, the highest outside of Japan, because Thai people have an affinity with the robotic blue cat.
Animation International is negotiating to secure the rights to more characters and generate further revenue in Thailand.
To make the most of these characters, the company has entered partnerships with consumer brands to produce lifestyle products under the Doraemon brand over a wide range of goods.
Doraemon is licensed to many children's clothing brands at leading department stores.
"We want to raise the Doraemon brand to reach older people, not just kids," Mr Thawach said.
Moreover, the company is seeking partners to establish a lifestyle cafe under the Doraemon theme in the mould of Siam Square One's Hello Kitty Cafe.
Such moves will reinforce the strength of the Doraemon image among Thai people.
With Doraemon celebrating its 45th anniversary in Thailand this year, the company is spending 70 million baht to boost Doraemon awareness through roadshows in schools nationwide.
Animation International is eyeing an expansion of its character management footprint to Laos, Cambodia and Myanmar to seize opportunities arising from the single market when the Asean Economic Community forms late next year.
The expansion is expected to involve a joint venture with local partners and a focus on merchandising.
The character management business in Thailand is worth an estimated 20 billion baht and includes legal and illegal merchandise.