Animation International (Thailand), a rights management company for Japanese cartoon characters including Doraemon, will expand into retail outlets by opening Doraemon shops and cafes in Thailand next year.
They will be the first of the kind in the world.
Deputy managing director Thawat Imraporn said the company has earmarked 120 million baht to open four Doraemon shops and cafes in Bangkok and major provinces to increase brand awareness and give its merchandise a wider reach.
The Doraemon shop and cafe will be the first of its kind in the world and AI Thailand has already received approval from Animation International, the Doraemon master rights holder in Japan.
"Thailand was chosen to be the first country to have a Doraemon shop and cafe because it is a very important market and the world's second biggest merchandising business for Doraemon after China," said Hiroshi Kondo, an executive of AI.
The Doraemon shop and cafe will have four sizes ranging from 300 to 400 square metres of space in each region. The first branch will be in Bangkok but AI Thailand did not disclose its location.
AI Thailand will test the market response before opening its Doraemon concept shop and cafe by joining hands with Central Pattana, Kasikornbank and Muang Thai Life Assurance to open an interactive activity zone for Doraemon and friends.
Doraemon Comic World at CentralPlaza WestGate in Nonthaburi's Bang Yai district runs until Jan 10, 2016. Tickets are priced from 150 to 300 baht.
After Thailand, Mr Kondo said similar interactive activities with Doraemon and friends would be held in Malaysia next year.
Mr Thawat said the Doraemon merchandising business in Thailand had grown continuously by 20-30% per year. Revenue from managing the rights for Doraemon merchandise is expected to rise 20% this year from 130 million baht last year.
"We are studying related laws before expanding the merchandising business for Doraemon into Laos, Cambodia and Myanmar in the future," he said.
The parent company in Japan will start by airing the Doraemon TV series in these countries, so that local people will get to know the famous blue robotic cat and his pals. After that, AI Thailand will sell Doraemon merchandising rights to local product and service producers.
Established in 1996, AI Thailand, a joint venture between JSL and AI Hong Kong, manages the rights of many Japanese cartoon characters including Doraemon, Crayon Shinchan, Panda Z and Line friends.
Yesterday, AI Thailand celebrated the birthday of Doraemon at CentralPlaza WestGate. The Doraemon manga comic book was introduced in Japan 45 years ago.
