The results of the 15th annual Japan Character Awards, an event that celebrates achievements in the character and licensing business industry, have been announced.

The Japan Character Awards Character Licensing Awards were given to "Oshi no Ko," "Mobile Suit Gundam Series," and "Chiikawa." The New Face Award was given to "TV Anime 'Frieren: Beyond Journey's End'," the Product Licensee Award went to "Ichiban Kuji," the Promotion Licensee Award to "Happy Set Hello Kitty 50th Anniversary," and the Retail Award was given to "Sesame Street Market." The Selection Committee Special Award was presented to the "Precure Series." The Grand Prix will be announced at the award ceremony.

The award ceremony will take place on July 3 during the Licensing Japan event held at Tokyo Big Sight from July 3 to July 5. During the exhibition, the winning properties will be displayed in a dedicated area.

Japan Character Awards Character Licensing Award: "Oshi no Ko"
(Production Committee of "Oshi no Ko")

Judges' Comments: This is a prime example of expanding the fan base beyond existing fans through the anime adaptation. The exposure in advertising and promotional fields, including theme songs, events, and various collaborations, contributed to the growth of the fan base.

Japan Character Awards Character Licensing Award: "Mobile Suit Gundam Series"
(Sotsu Co., Ltd. / Bandai Namco Filmworks Inc.)

Judges' Comments: Over 45 years, this work has continued to bring fresh perspectives to anime, evolving into a series supported by both men and women. The "Gunpla" model kits remain popular, with markets expanding not only domestically but also internationally. Given the diverse content of the IP, the meticulous efforts to attract new fans and avoid alienating audiences were highly regarded.

Japan Character Awards Character Licensing Award: "Chiikawa"
(Spiral Cute Co., Ltd.)

Judges' Comments: With its unique world, "Chiikawa" has truly taken the fancy character world by storm. The fan base has significantly expanded since the anime broadcast, and its ability to attract crowds at real-life stores and events is unmatched. The brand has successfully diversified across various genres, further expanding its fan base.

Japan Character Awards New Face Award: "TV Anime 'Frieren: Beyond Journey's End'"
(Production Committee of "Frieren: Beyond Journey's End")

Judges' Comments: With a unique world and story, this highly popular content is supported by both younger and older audiences, particularly attracting popularity in animation. Collaborations within Shogakukan and the strong reception of the anime promise exciting future developments, including potential new seasons.

Product Licensee Award: "Ichiban Kuji"
(BANDAI SPIRITS Co., Ltd.)
Judges' Comments: Celebrating its 20th anniversary, the product has become well-known, attracting not only users but also licensees. It is highly evaluated for its evolution as a lottery product, offering unique collaborations with not only characters but also companies, and expanding its presence in convenience stores and specialty shops.

Promotion Licensee Award: "Happy Set Hello Kitty 50th Anniversary"
(McDonald's Japan)
Judges' Comments: Happy Set has evolved from just children's toys to items desired by adults. This special 50th-anniversary Hello Kitty campaign was realized through an extraordinary plan of 50 different items, generating strong buzz and delivering a powerful message, making it an attractive campaign with a special sense of distinction.

Retail Award: "Sesame Street Market"
(Mash Style Lab Co., Ltd.)
Judges' Comments: As the world's only official Sesame Street food and drink complex store, it has garnered strong support by leveraging high quality and originality. The store's novelty as a character shop is high, and future workshop developments are also anticipated.

Selection Committee Special Award: "Precure Series"
(Toei Animation Co., Ltd.)
Judges' Comments: The series has consistently updated itself to meet societal needs within the girls' category, establishing an unrivaled position. At the same time, it possesses a rare IP that also has a long-standing adult fan base, showing signs of becoming a multi-generational franchise. The developments leveraging the depth of its 20-year history have been successful.

Source : ORICON NEWS