Japanese firm set to tap Asian markets with licensed brand CRAFTHOLIC

The brand also produces interesting animal prints that meet the taste of people from different age groups. Matching stationary sets and household product series are also on the CRAFTHOLIC product catalogue.

19 November 2018

<h4><strong>Brand across the world are riding on animal characters to raise brand awareness and competitiveness. This is how Japanese brand CRAFTHOLIC made its name. The company’s fluffy, long-limbed mythical animal CRAFTs from the planet CRAFT have made successful inroads in the Asian markets. CRAFTHOLIC representative Rena Manita believed that market responsiveness and licensing are the keys. </strong></h4><br /><h4><strong>Finger on the market’s pulse</strong></h4><p align="justify">CRAFTHOLIC’s parent company Accent Corporation used to focus on home furniture design and household products until the launch of a blanket in 2008 turned CRAFTHOLIC into a household name. Rena Manita recalled: “Our cushions and blankets were widely popular back then, but it was in fact our animal print products that were the bestsellers.” <br /><br />Capitalising on the hug cushion series’ popularity, the company in 2010 officially launched the CRAFTHOLIC brand. The brand also produces interesting animal prints that meet the taste of people from different age groups. Matching stationary sets and household product series are also on the CRAFTHOLIC product catalogue. <br /><br />CRAFTHOLIC currently has six retail shops and one factory outlet in Japan while there is one of each in mainland China and France. These bricks and mortar shops act as promotional channels that provide the local customers product details for their needs. Rena Manita added that, “Retail shops are important because they encourage customers to learn more about CRAFTHOLIC and attract people who are new to the brand.” <br /><br />CRAFTHOLIC online shop offers a wider variety of products. Customers are spoilt for choice. This year, we rolled out a colourful array of advertisements and promotional drives on our online shop. This has contributed to a profit increase of 115% year on year.” This omni-channel model is helping to fuel and sustain business growth.</p><br /><h4><strong>Brand licensing </strong></h4><p align="justify">CRAFTHOLIC in 2013 began its licensing business and a year later broke into various overseas markets. The brand will launch more character print products in mainland China and focus on China’s online market business. According to the research from LIMA，the licensing market of mainland China reached 900 billion Japanese yen (about HK$63 billion) in 2016, and is the second largest licensing market in Asia. It is predicted however that mainland China will soon outrun Japan in that regard. <br /><br />Aside from promotion on its own sales platforms, the brand has been a regular in the Hong Kong Trade Development Council’s Hong Kong International Licensing Show since 2015 in a move to further penetrate overseas markets. Rena Manita revealed that, “The Hong Kong International Licensing Show’s business matching service has provided CRAFTHOLIC optimal business opportunities. Meetings with interested buyers and in-depth business discussions among industry players have also led the company to seal deals as well as success,” She added “This year, we united with our buyers from the 2016 show and extended the licences,” Rena said. “We are looking to launch a series of new products in the winter to be licensed to a sizeable Taiwan household product retailer.”</p>

Events at a Glance

Partners and Supporting Organisations 2024

Success Stories

Previous Event Information

Events

e-Fair Catalog

Exhibitor List 2024

SME Export Marketing Fund

Resource Centre

Exhibition

ALC Programme

About Licensing Academy

Media Partners 2024

Press Releases

Photo Gallery

Video Gallery

Media Centre

Press

Value for Money Hotels

HKTDC Marketplace app & E-badge

Visitor's rules and regulations

Caution on third party promotional offer

Visit

AIRFARE OFFERINGS

Visa & Permit for Entering Hong Kong

Important Notice for Indian Nationals Travelling to Hong Kong

Message for Muslim Visitors

Customs Requirements on Cross-border Cash Controls

Tour Information for Hong Kong

HKeMobility

Extreme Weather Arrangement

Travel Info

Market Trends

SME Support

Intelligence & Services

Enquiries

HKTDC Events

Intelligence Hub

Booth Format

EVENT AT A GLANCE

More than nine lives for this brand

Character brand became online sensation with cute animal looks

Local character Charging Buddies Take Fly at Licensing Show

Hong Kong’s tumblers wobble into Taiwan

Taiwanese cat characters promote culture overseas

Old Master Q-themed restaurant serves up unique experiences and licensing opportunities

Cute characters go global through Licensing Show

Japanese animated character pops out from greeting cards to the global market

Spreading Hong Kong’s can-do spirit through licensing

Sing Sing Rabbit reaches for stars

Local start-up brand soars to the international stage

From comic strips to shopping mall

Taiwanese enterprises tap the Chinese mainland, Hong Kong and Taiwan markets with popular characters

Second-generation toy and gift manufacturer finds business opportunity in licensing

Art Brand on Licensing Journey to Make Social Impact

Korean Cartoon Character Breaks into Asian Market by Brand Licensing

Hong Kong company opens ceramic mugs market in ASEAN through Thai and Japanese character licensing

Licensing Show brings business opportunity for Mobile Girl accessories

Van Gogh’s universal appeal brings endless licensing opportunities

Homepage

Media Partners

Circular

Business Matching

Contact Us

Advertising Opportunities

Asiawide Franchise

Business Focus

CharaBiz.com

I Love Character

Total Licensing

Character Databank

Universe Business

Value-added IP Services

Video-on-demand Pass

Additional Facilities & Services Order Form

Hong Kong International Licensing Show 2023

Asian Licensing Conference 2023

Caution on Third Party Promotional Offers from Fair Expo / Fair Guide / Expo Guide / Event Fair

Fast Action Scheme

Caution on Rental of Credit Card Payment Terminals

Special Circular: Enforcement of Green Card System for Stand Fitting Contractors at HKCEC2010