Mameshiba to Debut in U.S., Australia, Elsewhere

Dentsu's Japanese character property Mameshiba has tapped DCI-Los Angeles to manage all licensing programs in English-speaking territories. The character, literally translated from Japanese as bean dog, will debut in the U.S., Australia and other English-speaking territories soon.

The Mameshiba line, which debuted in Japan in March 2008, includes more than 25 characters and has generated more than $30 million in retail sales in 2008 in Japan. The property currently holds more than 250 licensed products, including the "Mameshiba Trivia Book."

For Mameshiba's English-language debut, DCI-Los Angeles is seeking licensing deals in plush, toys, fashion, accessories and collectibles.

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