Kanahei’s Small animals
May 2018
TV TOKYO Communications Corporation

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Kanahei’s Small animals
connects its global fansthrough social networks,
spreading its cuteness withamazing speed!
CONTENTS★ Topics
1. About Kanahei
2. Track Record
3. Kanahei’s Works
4. Marketing
5. Overseas Activities2

● TOPICS

Yomiuri Giants Baseball TeamOn 27 September 2017 a major baseball match was held
between two leading Japanese teams, the Yomiuri Giants
and the Chunichi Dragons.
Piske & Usagi special sheets were set up. Also, baseballfans who bought tickets with the original mascot, could
participate in events, such as the Grand Event after thegame, the costume-greeting-event, and a hide-and-seekwith Piske & Usagi in Tokyo Dome! On game day, originalcollaboration goods were available to buy at the baseballground only.
.

3May 2018
TV TOKYO
Communications
CorporationTV TOKYO
Communications
Corporation3

● TOPICS

Exhibition Collaboration : The Body ✖ Kanahei■Exhibition The Body – Challenging the Mysteryat the National Museum of Nature and Science, Tokyo• Exhibition from 13 March to 17 June 2018
• Organizing partners are the National Museum of Nature and Science, Tokyo, public broadcaster NHK,NHK Promotion, and national daily newspaper, Asahi Shimbun• Attendance has topped 100,000 people in just the first three weeks!
• Exhibition souvenir products designed by Kanahei have proved so popular that news of the items
have quickly spread across Twitter and Instagram.

May 2018
2017年10月12日

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● TOPICS

Exhibition Collaboration : The Body ✖ Kanahei【plush doll】

May 2018
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● TOPICS Collaboration : Kanahei’s Small animals in Aquariums across Japan■ ・Relaxing “Kanahei-style” in aquariums
Kanahei will launch a product and food menu collaboration with 40 aquariums in Japan for Summer2018.
The initiative will target Kanahei fans aged 16 to 34, families and their children.
Kanahei’s popular illustration style will help drive more traffic to aquariums and increase visitor
satisfaction as they better enjoy their time spent at the facilities.
Aquarium goods and food and drink menu items designed by Kanahei will help increase sales.
Awareness will spread via Twitter and Instagram.
【Mascot with ball and chain】【Cushion styleplush】

May 2018
2017年10月12日

TV TOKYO Communications Corporation66● TOPICS Collaboration : Kanahei’s Small animals in Aquariums across Japan

Experiential initiatives at aquariums

・Souvenir photo corner
・Stamp rally: physical and digital versions
・Relaxing “Kanahei Style” Cafe
・Family-orientated workshops: marine life handicrafts and picturecoloring.

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● TOPICS Collaboration : Kanahei’s Small animals in Aquariums across Japan【Wallmagnet】【Eco-friendlybag】【Teeshirt】【Marshmallow】【Hobby use maskingtape】【Tinnedcandy】

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1 About Kanahei

Kanahei is a Japanese illustrator and manga artist whose
unique artwork, manga and anime creations have become
highly popular around the world.
In 2003, while still a high school student, Kanahei made her
professional drawing debut in the famous Japanese teens
magazine, SEVENTEEN, published by Shueisha. Her work
expanded to include illustrating a manga series for Ribon, ashojo manga magazine, also published by Shueisha, targetingtargeting girls 8-14 years old. Further commissions haveincluded digital contents for mobile phones, character design,
corporate advertising, products, an exhibition and a café
collaboration.
Kanahei has won awards in the LINE Creators’Stickers
Awards, from the internationally popular instantcommunications app, LINE. After coming in second place in2014 and 2015, Kanahei’s Small animals series won the GrandPrize in 2016.

May 2018

TV TOKYO Communications Corporation92Track Record
RecordLINE Creators' Stickers Awards

Kanahei’s Small animals series won

2016 Grand Prize
and was the runner up in 2014 and 2015
★ Kanahei outranked 652,000 other varieties ofLINE Creators' Stickers■

Number 1 Ranked Sticker Series!

①-⑤ Piske & Usagi 1,2,3,4, Kansai-dialect⑥
Small Animals & a Girl (ranked second)⑦-⑨ Relaxed Honorifics 1,2,3⑩Nênêneko⑪
Piske & Usagi animated stickers⑫Usagi by Kanahei⑬
Piske by Kanahei

Number of paid downloads was more than 6,100,000!
※not open to the public

376,297 followers
118,000 followers(as at 16 April 2018)

May 2018

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Track Record
RecordLINE Stickers’ World Campaign 2015
Kanahei’s Small animals came out
top with more than 10,000,000
downloads!

The stickers are highly popular
especially in Taiwan, Thailand and Japan.

May 2018

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Track Record
Record★Facebook Stickers Worldwide Popularity
Kanahei’s Small animals stickers have been a huge
hit with Facebook Messenger users worldwide. The
first series of stickers were launched in October
2015, and the second series in September 2016.

Sticker Downloads (by country):① Thailand ② USA ③ Taiwan④ Brazil ⑤ Mexico ⑥ Philippines⑦ Vietnam ⑧ India ⑨ Indonesia⑩ Japan ⑪ Peru ⑫ Argentina⑬ Turkey ⑭ France ⑮ Italy⑯ Columbia ⑰ UK ⑱ Poland⑲ Korea ⑳ Egypt
May 2018
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3 Kanahei’s Works

Kanahei debuted in 2003

★ Kanahei has been blogging and using SNSsince 2003.

and has been a professional illustrator & manga artist
for 14 years.
◆ Fan base - 1★ Free distribution of Wall-paper, Deco.
from Kanahei’s blog
for Cell-phone and PC users.
★ Male 40% : Female 60%●Kanahei’s 1st wave of popularity in 2003.
(junior and senior high school student fan base)

Current fan base is 26 to 32 years old.
May 2018

TV TOKYO Communications
Corporation© kanahei / TXCOM

かまってちょ !
Pay attention to me!

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3 Kanahei’s Works◆

Fan base – 2

かまってちょ !
Pay attention to me!

● New fans generated from LINE Stickers 2014
From 16 to 25 years old.
⇒ Branding strategy

May 2018

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3 Kanahei’s WorksCharacters

Piske & Usagi ⇒ masterpiece“Small Animals and a Girl”

May 2018

コンテンツ東京 セミナー 2017 / 06 /30“Polite Rabbit “

TV TOKYO Communications Corporation© kanahei / TXCOM“Nênêneko”

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4Marketing: Social Networks(2)

Diversified media era
Many forms of media compete forusers attention as audiences shift fromtraditional media such as TV to newer
digital forms such as smartphones andsocial media.

① SNS, Communication tools
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Marketing: Social Networks

Kanahei’s SNS followers

May 2018● LINE ＠● Twitter

6,136,084
376,297● Instagram

118,000● Facebook116,979
TV TOKYO Communications Corporation© kanahei / TXCOM(as of 16 April 2018)

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Marketing: Exhibition Kanahei’s Yurutto Town (Kanahei’s Relaxing Town)

＠Tokyo Ikebukuro Sunshine City: 22 December 2016 – 9 January 2017
● ＠Taiwan Taipei Huashan 1914 Creative Park: 30 December 2017 – 25 March 2018

●May 2018

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4Marketing: Exhibition Kanahei’s Yurutto Town (Kanahei’s Relaxing Town)

Cutting-edge technology was usedin “Kanahei’s Yurutto Town.”★ Collaboration with Youichi Ochiai, a media artist.

May 2018

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Marketing: Exhibition Kanahei’s Yurutto Town (Kanahei’s Relaxing Town)

May 2018

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2020

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Marketing: Collaboration Cafe

● POP-UP Cafe Kanahei’s Yurutto Town (Kanahei’s Relaxing Town)
Collaboration with PARCO’s THE GUEST Cafe & Diner
THE GUEST Cafe & Diner (PARCO Shibuya)
KANAHEI’S YURUTTO CAFE (28 January – 14 March 2016)★Exhibitions were held throughout Japan.
Nagoya (12 May – 11 July), Fukuoka (3 September – 28 October) andOsaka (15 October – 28 November) ★In 2017, this exhibition travelled overseas.

May 2018

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4Marketing: Collaboration Cafe

● Various collaboration cafe menus

May 2018

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4Marketing: Merchandising

May 2018

Figures, Plush dolls

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4Marketing: Merchandising

May 2018

コンテンツ東京 セミナー 2017 / 06 /30Figures

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4Marketing: Merchandising

May 2018

Interior houseware© kanahei / TXCOMCorporation
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4Marketing: Merchandising Fashion / Plush dolls / Miscellaneous goods

May 2018
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4 Marketing : Merchandising Fashion / Plush dolls / Miscellaneous goods

May 2018
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4Marketing: Publishing● Kanahei’s character book

There are Way More Small Animals
Everyone will love this cute book showing
the essence of Kanahei’s Small animals
Parco Publishing; First published
10 November 2015. Retail Price JPY1,000● Kanahei’s Easy-to-Understand English Books

English grammar and vocabulary books produced incollaboration with Lisa Vogt and Kanahei’s Small animals.
Learn English in a fun way while playing with
Kanahei’s Small animals
DHC Corporation; First published 2017

Other Kanahei-related publications have enjoyed healthysales. These include more English-study titles, and even aMicrosoft Excel learning
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4 OverseasexpansionsMarketing:Merchandising Events● Official Shop Kanahei no Omise (Kanahei’s Shop) ＠KIDDYLAND Osaka Umeda
Shop period: 19 September to 14 November 2015

We developed a nationwide retail collaboration
with KIDDYLAND.
May 2018

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4 Themerchandising
events Events
Marketing:Merchandising
LoFt POPBOX, Kanahei POP UP STORE●Kanahei has enjoyed a retail presence at Loft, a famous Japanese
specialty chain store selling everyday commodities that are cutting-edge, trendy andhave a strong sense of design….just like Kanahei’s Small animals!

Kanahei’s Box is a merchandise corner at 96 Loft stores across Japan that stocks many
exclusive and limited quantity products.
POPBOX is a regularly-held artists bazaar event that has been put on at Loft stores
all across Japan* since February 2015. Kanahei has been one of major featured artists.
*POPBOX Tenjin, Yurakucho, Umeda, Kagoshima, Shibuya, Yokohama, Kyoto, Kobe & Nagoya. More to come!

Limited products

May 2018

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4Marketing: Merchandising Events●Kinokuniya Big Book Store
Piske & Usagi’s Yurutto Bookstore

May 2018

Tokyo / Japan

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Bangkok / Thailand

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4Marketing: Advertising

Taipei Mister Donut● Advertising / Promotion 14 February to 8 May 2017

A-1 Beauty Cosmetics

May 2018

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4Marketing: Advertising●Glico Pocky-midi Confectionery
For a promotion entitled “The Relaxed Happy
Campaign, Kanahei created two package designs for
Glico’s Pocky-midi, a popular chocolate stickconfectionery. The packages were released inDecember 2016. Purchasers used a serial code on
the back of each package to watch an original movie
on their smartphones, and to obtain an download ansmartphone screen wallpaper illustrated by Kanahei.

May 2018

Users could enjoy
video synced animationby placing two
smartphones side-by-side.
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4Marketing: Advertising● "i plus"by Pentel

Co-branded items on sale

1st sales period:
1-31 August 2016

2nd sales period: from12 October 2016 forone year.

3rd sales period;
12 October to 30
November 2016

May 2018

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4Marketing: Advertising●LINE Sticker Collaboration with HONDA
Kanakei created special illustrations for acollaboration with HONDA’s character
Hondi and Piske & Usagi. The stickers
were launched in April 2017.

May 2018
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4 Marketing: Advertising● LINE Sticker collaboration with KIRIN

Kanahei’s Piske & Usagi were used in May 2017 fora LINE sticker collaboration with Kirin, the beverage makerMay 2018
TV TOKYO Communications Corporation

TXCOM

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4 Marketing: Advertising●LINE Sticker collaboration with Amazon

Kanahei Amazon’s character “Pochi”
Kanahei’s Piske & Usagi featured
alongside Pochi, a character drawn
by Kanahei for Amazon. Three sets othe stickers were released in July
2015, December 2015 and December
2016.

May 2018
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4 Marketing: Advertising● LINE Animated Sticker collaboration with Unilever Thailand
Kanahei’s Piske & Usagi featured in an LINE animated sticker
promotion for Unilever Thailand in May 2017

May 2018
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4Marketing:Promotion
Overseasexpansions● Mr. Donut Christmas campaign – 8 November

to 2 December

May 2018

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4Marketing: Promotion●FamilyMart Japan Campaign

Kanahei was used for a redemption promotion with FamilyMart,a major Japanese convenience store chain. An original Kanahei
notebook was redeemable again purchases of two specificitems. The campaign was enhanced with a campaign that letpurchasers of the items worth over JPY500 enter a lottery towin original Kanahei goods.
The promotion was conducted in May 2016 and repeated inApril 2017.
Apr., 2017

May 2018

May., 2016
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Overseas Activities● 7-11 Convenience Stores in Taiwan, Hong Kong and Shanghai

May 2018

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55 Overseas
Overseas
Activities
expansions● Shopping Mall Promotions
The One Hong Kong

7 January to 19 February 2017

Taipei 101
13 April to 13 May 2017

May 2018

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55 Overseas
Overseas
Activities
expansions● Kanahei’s Small animals official shopin Reel Shanghai.

May 2018

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Overseas Activities

5● Taiwan☆ Advertising / Promotion①Family Mart / 7-ELEVEN Convenience Store TV commercials (2types) from Autumn 2015 to Spring 2018
② DARLIE (toothpaste)③ Taishin Bank
④ Samsung (Galaxy)⑤ Dream Mall (Shopping Mall)⑥ Cathay Century Insurance（国泰産険）(Life Insurance)

May 2018

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5●Overseas Activities

Taiwan☆Game Collaborations“LINE GET A RICH””Bubble 2””LINE PLAY”

May 2018

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★ Marketing Age Group:
late teens to young adults
Merchandising, digital content, advertising,experiential events and collaboration cafés are justsome examples of using Kanahei’s Small animals formarketing to the late teens to young adultdemographic group.
Kanahei’s Small animals connects its global fansthrough social networks, spreading its cuteness withamazing speed!

May 2018

コンテンツ東京 セミナー 2017 / 06 /30

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7 Licensing Policies

1. Key Activations• Excellent quality products and services• Exhibitions, merchandising events, and the development of official stores toenhance the brand image• Lots of collaborations with fashion brands, beverages, and confectionery
products• Plenty of exposure in advertising, sponsored by leading companies(excluding alcohol, tobacco, drugs, beauty treatment salons, gambling,amusement games, pornography）• A lot of media exposure: LINE stickers, Facebook stickers, digital content,games, the internet, TV, movies, publishing, etc.

2. Prohibited Activities

We do not want licensed products that we think parents would not think
appropriate for their children.
May 2018

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★

Awards: Character and Brand of the Year 201629 June 2016

Licensing Agency Prize

Kanahei’s Small animals
TV TOKYO Communications won the Licensing Agency
Prize in the Japanese Character and Brand of the Year2016 awards.
TXCOM President & CEO
Mr. Saito.

Character of the Year 2016!!
～The best performance～

May 2018

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6 Marketing Schedule 2017●2017 Kanahei's Small animals
2017Oct.

Nov.

Dec.

Jan.

Feb.

Mar.

Apr.

May.

Jun.

July.

Aug.

Sep.

Merchandising: Plush dolls,Tote bags,miscellaneous goods,accessories,stationery,etc.
Merry Christmas
mini POP BOX

Exhibition
MUFG Advertising

Café Event

POPBOX: Yurakucho, Umeda, Shibuya, Kobe,Kagoshima, Nagoya, Kyoto, and other venues.

PARCO Advertising

Café Event

Amazon Advertising

Digital Contents: docomo Sugo-toku, au Smart pass（Kisekae changeable wallpapers, Deco, Game）
Facebook Sticker / iMessage ( Apple )TV Animation Zombie Neko2016
HKdoll, bag, Miscellaneousgoods,
International
Licensing Show 2017

Japan
Licensing EXPO 2017

Korea
Thailand, Mainland China

Taiwan, Hong Kong, Macao
May 2018

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6 Marketing Plan 2018
● 2018 Kanahei's Small animals

2018
Oct.

Nov.

Dec.

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Yurutto Town

Exhibition Yurutto Town Taipei

Kyoto
Collaboration Café/Tokyo,Osaka,Taiwan,Hong Kong,…,WorldwideJul.

ExhibitionYurutto Town Kaohsiung

Merchandising: Plush dolls,Tote bags,miscellaneous goods,accessories,stationery,etc.

POPBOX and POP UP STORE at Loft stores around Japan
Convenience Store Campaign

Convenience
StoreKakaoCampaign
Facebook Sticker,
LINE Stickers,
Talk Stickers

Digital content: LINE Bubble, docomo Sugo-toku, au Smart pass
Shanghai

Licensing EXPO China2018

JapanHK

Hong Kong
Licensing Show 2018

Licensing EXPO TOKYO 2018

USA

Licensing EXPO Las Vegas 2018

Mainland China, Taiwan, Hong Kong, Macau, Thailand,

Korea
May 2018

TV TOKYO Communications CorporationUSA50●Characters and their features

TXCOM is the merchandising, advertising and animation licensing agent
TargetLicense Agent① Kanahei’s Small animals

16-34 year olds
male:female = 4:6

TV TOKYO Communications② Zombie Neko

16-34 year olds

Zombie Neko Project③ Komimizuk

35-49 year olds

Komimizuk Project④ Natsu me-me

13-34 year olds

Natsu me-me Project

Property①May 2018②③④51
TV TOKYO Communications Corporation

★ For Business Enquiries

Kanahei's Small animals"Excellent quality products and services"E-mail: Jun Kikyo, Producer, TV TOKYO Communications
kikyo@txcom.jp

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