Mameshiba to make US and European debut

Japanese character brand to hit US, UK and Australia among other territories.
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Already a hit in Japan, character brand Mameshiba will be making its way over to the US, UK and Australia, as well as a number of other English language territories, after DCI Los Angeles picked up the licensing rights.

Mameshiba - which is translated as 'bean-dog' in Japanese - debuted in Japan in March 2008 and has since generated more than $30 million in retail sales in that territory alone.

Indeed, conservative projections for product sales in Japan this year are over $50 million.

There are more than 250 products, produced by over 20 licensees.

DCI Los Angeles will be handling all licensing in English speaking territories, including the US, UK, Australia and New Zealand. A style guide has been developed including line art, colour specifications and design treatments.

The firm is currently seeking licensees in the plush, toy, fashion, accessory and collectable categories.

"The success of Mameshiba is a very welcome surprise," said project manager Atsushi Higashiyama. "The characters have a quirky tone and family-friendly message that appeals to children and adults alike. Each individual character has a distinct personality and trivia message, making them a great collectible product at a reasonable price point."

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