The 15th awards ceremony for the character and licensing business industry, the 'Japan Character Awards,' was held on the 3rd in Tokyo, and the Grand Prix was awarded to 'Chiikawa.'

This award was established in 2009 to contribute to the development of the licensing business industry, including product development and advertising campaigns using characters and brands. It aims to further develop and raise awareness in the industry in Japan, which has grown into one of the world's leading licensing business nations.

In addition to this year's Grand Prix, the results are as follows: the Character License Award went to 'Oshi no Ko,' 'Mobile Suit Gundam Series,' and 'Chiikawa'; the New Face Award went to the TV anime 'Frieren: Beyond Journey's End'; the Product Licensee Award went to 'Ichiban Kuji'; the Promotion Licensee Award went to 'Happy Meal Hello Kitty 50th Anniversary'; and the Retail Award went to 'Sesame Street Market.' The Special Selection Committee Award was given to the 'Pretty Cure Series.'

Japan Character Awards Character License Award: 'Oshi no Ko'

(Oshi no Ko Production Committee)
Review: A good example of how the anime adaptation has expanded its fan base, not only among existing fans but also among new ones. Its activities in the advertising and promotion fields were particularly noteworthy. The meticulous exposure through theme songs, events, and various collaborations also contributed to the expansion of its fan base.

Japan Character Awards Character License Award: 'Mobile Suit Gundam Series'

(Sotsu Co., Ltd., Bandai Namco Filmworks Inc.)
Review: Over 45 years, the series has evolved into a work supported by both men and women by continuously bringing new elements to anime. The "Gunpla" (Gundam plastic models) continue to be popular, and the market is expanding not only in Japan but also overseas. Due to the wide variety of content within the IP, the strategies to attract new fans by addressing its complexity are commendable.

Japan Character Awards Character License Award: 'Chiikawa'

(Spiral Cute Co., Ltd.)
Review: Dominating the fancy character world with its unique worldview. The anime broadcast has significantly expanded its fan base, and its ability to attract crowds at real stores and events is unmatched. It is developing evenly across all genres, further expanding its fan base.

Japan Character Awards New Face Award: TV Anime 'Frieren: Beyond Journey's End'

(Frieren Production Committee)
Review: A highly popular content with an unparalleled worldview and storyline. It is supported by both younger and older age groups, with particular popularity in animation. The collaboration within Shogakukan and the anime's response are significant, and there are high expectations for future developments, including the next anime adaptation.

Product Licensee Award: 'Ichiban Kuji'

(BANDAI SPIRITS Co., Ltd.)
Review: Celebrating its 20th anniversary, the product itself has gained high recognition, making it an attractive proposition not only for users but also for licensees. It has expanded beyond convenience stores to specialty stores, and its various unique evolutions as a lottery, including collaborations with characters and companies, are highly praised.

Promotion Licensee Award: 'Happy Meal Hello Kitty 50th Anniversary'

(McDonald's Japan Co., Ltd.)
Review: Happy Meals have recently become desirable not just for children but also for adults. This campaign materialized the special feeling of Hello Kitty's 50th anniversary with an extraordinary plan of 50 items as Happy Meal toys. Its strong appeal and distinctiveness from usual offerings made it an attractive campaign.

Retail Award: 'Sesame Street Market'

(Mash Style Lab Co., Ltd.)
Review: As the world's only official store for Sesame Street with a dining complex, it has garnered significant support through its high quality and originality. Its novelty as a character shop is high, and future developments of workshops are worth paying attention to.

Special Selection Committee Award: 'Pretty Cure Series'

(Toei Animation Co., Ltd.)
Review: The series has updated itself to meet social needs within the girls' category, establishing an unrivaled position. It also has a rare IP with adult fans who have been following for 20 years, indicating a generational crossover. The developments leveraging its 20th anniversary have also been successful.

Source : ORICON NEWS