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Toy Characters, as brands, for selling almost anything, is very big in East Asian countries. Like in Japan and Korea. Very few of these characters are European or American brands. Most efforts to build such brands in Europe and America are failures. Our study of this phenomenon showed that the Japanese method for creating and building such brands was quite different from the one used in western countries. To change this we created a unit specialising in creating and building brand-characters the East Asian way:


Unit 22 is currently preparing to release its first brand-character, created by Erika Lockne. it will soon be available for licensing as merchandise.