Tourist tat touts take home the big money thanks to homeboy character souvenirs

[Anchorman]

Some of Japan's most treasured characters, like Hello Kitty, Doraemon, Domo-kun and even the imported Kewpie are proving a boon for souvenir sellers across the country after being given a facelift to reflect local specialties, according to Sunday Mainichi (8/5).

Special versions of the characters decked out in costumes used in famous events like Tohoku's Neputa Festival, well-known places or objects, such as the killer whales sitting atop Nagoya Castle, or done up to look like local specialties such as puffer fish or eels have become all the rage among Japanese travelers.

"The most popular items are the ones where the characters are wearing something, or the moveable dolls that can be made to dance," a spokesman for toymaker Epoch tells Sunday Mainichi. "They're being bought by young people out traveling, or by elderly and middle-aged travelers for the grandkids."

Making the toys even more attractive is the fact that sales are limited to each region -- and advertising. Their popularity lies in the same character assuming a different appearance depending on where it's being plugged, and the factors that particular place is most famous for.

Sales are being made at souvenir stalls in places like train stations, airports, expressway and parking areas across Japan.

Hello Kitty can take credit for sparking the boom in regionalized character toy sales. There are already more than 1,200 different Hello Kitty toys on sale across Japan, reflecting the place where they're on sale. The profitable *****'s toys raked in sales of 20 billion yen last year alone.

Doraemon is also in on the act, with the robot cat's regional specialties starting sales five years ago, and -- with the addition this year of Shimane, Tottori, Saga and Kumamoto prefectures -- now available in versions representing each of Japan's 47 prefectures.
Sunday Mainichi (8/5)

Even staid national broadcaster NHK is getting in on the act, producing regional versions of its popular Domo-kun.

"Some characters are treated as though they're mere throwaways," a spokesman for Domo-kun's merchandising agent's Toshinpack tells Sunday Mainichi. "Our company likes to slowly nurture its characters." (By Ryann Connell)