The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we’re profiling one of these professionals in this ongoing series developed in partnership with MyMediaBox.

How did you get into licensing (or how did licensing find YOU)?
Since 1988, our company has been providing an educational correspondence subscription service for young children called Kodomo Challenge in Japan. Shimajiro is its main character.
Since Shimajiro is very well known among young children and their parents, we launched character licensing business around 2009.
I used to be a magazine editor, but in my forties I made a career change and started working in the character business. I think the process of negotiating agreements with people and creating the finished product is very similar to editing a magazine.

What’s your biggest personal and professional accomplishment?
Benesse Corporation entered the Chinese market in 2017 and to date has licensed products, mainly hand soap and oral care products, with a retail market value of about US$38 million.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The stagnation of physical business due to the pandemic and the rapid decline in birthrates are changes that concern me.

What keeps you up at night? What’s your biggest challenge these days?
Meeting our budget targets every period.

What is the best piece of advice you ever received? OR What is your favorite quote?
It would be the Japanese translation of the Latin quote “Fluctuat nec mergitur”, which is the Paris city motto. It means “She is tossed by the waves but does not sink.”
It indicates resilience in the face of challenges.

What is your favorite licensing deal of all time? (doesn’t have to be one that was signed by you)
In 2019, we signed a license with Japan Airlines to decorate the exterior and interior of a jet with Shimajiro to celebrate the 30th anniversary of the character.

The last licensed product I bought was…
Meiji Almond Chocolate featuring the anime, Mobile Suit  Gundam.

THE 2021 PEOPLE PROFILE SERIES IS BROUGHT TO YOU BY MYMEDIABOX

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