Hit property – broadcasting in 50 countries – aims to build on TV success in the UK

Sony Creative Products (SCP) Inc has announced that its hit preschool property Mofy will be exhibiting at the upcoming BLE for the first time. The hit animated series, already broadcasting in over 50 countries, will be highlighted on stand G10, where SCP will meet potential partners with the aim of appointing a licensing agent for Mofy in the UK and other countries in Europe.

Mofy is the story of a lovable, fluffy rabbit that lives in a warm and puffy cotton ball. In every episode of this animated series she finds out something about the world around her, discovers and understands feelings and emotions, and learns to be kinder and braver.

Using stop-motion animation and a central character constructed of cotton puffs, the makers of Mofy have developed a unique look and feel for the show that has proved enormously appealing to both very young children and many mums and young women.

It has also led to Mofy enjoying massive licensing success in Japan, notably in personal care, but also in confectionery, yoghurt, apps, books and magazines, sticker books, digital publications, DVDs and, of course, plush. There are also numerous tie-ins and promotions with magazines, shopping malls, celebrities and retail corners as well as very popular Mofy-themed live appearances, special events and even exhibitions.

And this success has now been translated to the international marketplace. More than 650 SKU of Mofy licensed products are sold or under approval elsewhere in the world, among them stationery, plush, back to school, bedding, bags and purses, personal care items, DVDs, apparel, activity books, games, puzzles, toys and accessories. The character’s appeal to mums and young women has also given it potential in the high-end and fashion markets.

Since spring 2017 Mofy has appeared on the Milkshake strand on 5 in the UK, where it enjoys strong ratings in the weekday 9.10am slot. Now SCP plans to build on that success – and the established licensing appeal of Mofy in other countries – by appointing a licensing agent for Mofy in the UK.

Mofy is a co-production between Japan (SCP), Italy (Misseri Studio & RAI) and Germany (ZDF). It was inspired by a picture book published in 2008 originally aimed at the young adult women’s kawaii (‘cute’ or ‘lovable’) character market. Japanese illustrator Aki Kondo recognised Mofy’s international potential and, with the help of Italy’s Misseri studio, developed the book and character into an animated series for the preschool market.

The animated style chosen was both unique and a first, using stop-motion techniques with real cotton puffs for the characters - and even for the sets – giving the whole show a soft and warm atmosphere. This slow, delicate process (it took a day to film a few seconds) paid off. The show tested successfully and was quickly picked up by major broadcasters, gaining a strong following across the world.

Takehiko Ohya, Global Business Group Licensing Manager, Sony Creative Products Inc., says: “With an established appeal in a number of kawaii markets, not to mention excellent ratings on one of the UK’s most popular children’s programming strands, the time is right to announce the expansion of Mofy’s presence in Europe – and where better to do so than at BLE? We look forward to meeting potential partners at BLE and telling them more about this uniquely appealing property.”