- Sony is reportedly working on original character IPs with SCP to create a global evergreen mascot.
- It is already considering multiple candidates, such as Yofukashikuma no Nemu, Pingu, and the Aibo Robot.
- The company aims to earn 10 billion yen in sales by 2030 with its new character IPs.
Despite Sony’s success in various entertainment media, it still doesn’t have a mascot to represent itself like Sega’s Sonic and Nintendo’s Super Mario. It appears Astro Bot also failed to become the global mascot that the company expected.
However, a new report reveals that Sony aims to overcome this ‘character shortage’ to rival Sanrio’s Hello Kitty and the other aforementioned mascots used by its competitors.
The company is now working to develop multiple original character IPs, which can be used in gaming, anime, and other media moving forward.
Why it matters: Many of Sony’s classic gaming and other IPs have been forgotten over time, so the new generation of gamers doesn’t recognize those characters. The firm needs to create a new evergreen mascot that can be as recognizable as the icons used by its rivals.
Nikkei reports that Sony Creative Products (SCP) is aiming for 10 billion yen in annual sales by FY 2030 to match Bandai Namco’s Anpanman toy revenue with its new original characters.
A dedicated SCP team was formed last year that is collaborating with internal and external creators to create original characters for Sony.
Multiple candidates are already being considered, such as the adorable Yofukashikuma no Nemu bear, Pingu the Penguin (the revival design), and the Aibo Robotic Dog.
Yofukashikuma no Nemu is a sleepy bear marketed as a mental medicine for stressed users. He’s relatable, comforting, and already boasts over 100K followers in Japan within just a year.
SCP’s goal is to create lifestyle merchandise and potential anime and gaming adaptations to grow the bear into a global emotional support character.
Originally a Swiss clay animation, Pingu was reintroduced through the YURAKUCHO MUSEUM in Tokyo and is also gaining popularity. Meanwhile, SCP is also turning Aibo the robotic dog into a lifestyle brand with affordable merchandise and accessories.
Sony is hoping to have one of these candidates become its main mascot in the next few years.
Do you think any of these candidates will become a mascot for Sony? Let us know your thoughts in the comments below, or join the discussion on the Tech4Gamers forum.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devotedly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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