Sony's creative products: the battle for a new iconic character IP
Intelligence Summary
- Sony Creative Products aims to create an original character that can rival Hello Kitty, targeting 10 billion yen in sales by 2030.
In short
- Sony Creative Products aims to generate 10 billion yen (about $62.8 million) in annual sales by 2030 with a new original character.
- Nemu the night owl bear is one of the candidates for this new IP and has already gathered more than 1 million followers.
- Sony has set up a dedicated team and opened an event space in Tokyo to develop characters with breakout potential.
GAME-scanner analysis
Sony Creative Products, a division of the Sony Group, has ambitious plans to develop a new original character that can compete with iconic figures like Hello Kitty. It’s a strategic move at a time when the merchandise and character IP market is becoming increasingly competitive. The choice of Nemu the night owl bear as a potential mascot is notable, especially given its rapid rise in popularity on social media. With more than 1 million followers in just one year, Nemu looks like a strong candidate, but the big question is whether that popularity can translate into financial success.
The goal of generating 10 billion yen in annual sales by 2030 is ambitious and could vary depending on market conditions and public reception. It’s also important to note that Sony doesn’t just want to create a new character, but an entirely new IP that can compete with established brands. That requires not only strong design, but also effective marketing strategies and a solid retail presence.
What does this mean for players?
For gamers and Sony fans, this news could mean new and unique merchandise hitting the market, which may deepen engagement with the brand. If Nemu the night owl bear proves successful, it could lead to a broader diversification of Sony’s lineup, potentially influencing future games and media as well. It may also give players a new character to connect with, similar to how fans have embraced other iconic characters.
Timeline
2030: Target for annual sales of 10 billion yen.
2026-08-14: Sony opens its dedicated event space in Tokyo.
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Sources
Tweet van @SonyTweet van @SonyThe current issue is that Sony suffers from a lack of fully-owned, recognizable original characters, and the SCP aims to address this. It has a track record in handling domestic events for popular character IPs owned by other companies, and for revitalizing specific IPs in Japan, like the Peanuts comic strip characters (Snoopy and co.), which it acquired in March 2026. SCP is also using technology to enhance peoples’ encounters with such characters at events.