Minto’s 6-Billion-Download character brands set for global expansion
Japanese character company Minto Co., Ltd. is taking its portfolio of digital character brands into global retail through a new licensing partnership with BOTI Global Ltd.
More than 6 billion sticker downloads worldwide
Minto’s characters have generated more than 6 billion sticker downloads worldwide, building a large following on messaging platforms through their distinctive mix of humor, charm, and expressive personalities. The new partnership with BOTI marks a major expansion of the portfolio into consumer products markets outside Asia, with a focus on North America and EMEA.
From the second quarter of 2027, BOTI Global and its parent company, Goodmark Group Ltd., will introduce a consumer products program spanning toys, collectibles, and lifestyle products.
The initial portfolio will feature four of Minto’s established character brands: Usagyuuun!, Piyomaru, SugarCubs, and Betakkuma.
The characters
Usagyuuun!, the energetic rabbit-mochi character, will celebrate its 10th anniversary next year. Piyomaru is a cheerful chick-like alien who came to Earth in search of friendship, while SugarCubs follows the fluffy bear duo Mocha and Latte, whose stories combine humor, warmth, and relationship advice. Betakkuma, meanwhile, is a white bear with a human body known for its unconventional personality, sarcastic humor, and distinctive dancing.
The characters will be developed across a broad range of product categories, including toys and collectibles as well as apparel, accessories, stationery, gifts, beauty, home décor, publishing, promotional products, and other lifestyle items.
Retail and distribution
Retailers, distributors and licensing partners will get an early look at the collection at BOTI Global’s Los Angeles showroom from September 14 to 25, where the wider product program will be unveiled.
“With billions of downloads and an incredibly loyal fan base, the opportunity to transform these beloved characters into successful global consumer brands is enormous,” said Nico Blauw, CEO of BOTI Global Ltd. “Together with Minto, we look forward to introducing these wonderful characters to retailers, licensing partners, and consumers throughout North America and EMEA.”
Yaz Hori, COO of Minto Co., Ltd., said the partnership will allow the company to take its characters beyond their digital origins and into consumers’ everyday lives through physical products.
According to Sandrine de Raspide, CEO of Kazarma Ltd., which brought the two companies together, Minto’s characters have the potential to develop into long-term global lifestyle brands.
The partnership will initially focus on North America and EMEA, with the first consumer products scheduled to launch from Q2 2027.
Source: Press Release Kazarma Ltd.