Universities embrace using mascot character goods

Universities are turning out more and more original products to help boost their brand recognition, the latest trend being so-called character goods featuring school mascots and famous faculty. Their efforts appear to be paying off, with the goods popular among current students and those wanting to enroll in the future .

At Nagoya University in Aichi Prefecture, a university cooperative has sold snacks decorated with the face of Toshihide Masukawa--a Nobel laureate in physics and special professor at the university--since April last year.

The items are Meidai Manju (Nagoya Univ. red bean cakes) priced at 1,050 yen per pack of 12, and Meidai Senbei (Nagoya Univ. rice crackers) at 750 yen for a packet of 18.

Although the university already was selling similar confectioneries bearing its logo, it introduced the new items with Masukawa's face on their surface after gaining his approval.

"Prof. Masukawa was glad and said he hoped students would become great researchers after imbibing his likeness," a co-op official said.

Similarly, a Yamagata University co-op sells Gakucho Senbei (university president rice crackers) with a drawing of the university president on the package.

The co-op first began selling rice crackers adorned with the previous university president's portrait in 2004. They became a big hit, with about 70,000 crackers selling in three years.

When the president changed in 2007, so did the image on the rice cracker packet. A student drew the new portrait and this version is still being sold today.

Co-op officials said students, parents attending enrollment ceremonies and alumni had all bought the crackers.

Meanwhile, at Saga University, unique mugs are sold. They feature the university's mascot, "Katchii-kun" modeled after magpies--locally called "kachigarasu." The university's logo also contains an image of the bird.

Shimane University also uses its mascot, "Bibitto," to sell popular items such as key chains.

Yohokama National University has sold netsuke--traditional Japanese toggles used to hang objects from kimono obi--bearing the likeness of Hello Kitty since 2007. The goods are especially designed for the university.

From later this month, YNU will sell a new Hello Kitty netsuke model carrying a globe bearing the official university logo.

"The netsuke are popular among high school students. They sell well at events such as campus open days," an university co-op official said.

In many cases, these products cannot be found outside university co-op stores. But opportunities in which people unaffiliated with the universities can purchase the goods are increasing.

For about two years, the Tokyo-based major book store chain Kinokuniya Co., has held events named "Gakuichi Gakuza" to promote such items.

Likewise, the Takashimaya department store in Shinjuku, Tokyo, has for three years held events called "Daigaku wa Oishii!" (tasty goods from universities) in which food products developed by universities are sold.

The products include wine, jam and tuna farmed by university researchers and students. Last year, about 30 universities across the nation participated in the event. This year's event is planned for June.

Shiki Kurabe, a senior research fellow of Wasedajuku Sohken in Tokyo and an expert on universities' promotion activities, said, "Because of the shrinking youth population, universities are placing more emphasis on public relations.

"Character goods seem to be effective in raising school spirit among current students and are a promotional tool for entrance exam takers," Kurabe said.

http://www.yomiuri.co.jp/dy/national/T110127006054.htm