Sony bets on Nemu: a sleep-deprived bear set to rival Hello Kitty
TL;DR
Sony’s Creative Products division is developing original IPs to rival Hello Kitty, with Nemu the Night Owl Bear—designed by Tsumupapa and gaining traction on Instagram—emerging as a potential flagship mascot. The character’s stress-filled, anxious persona resonates globally and Sony plans a future anime, aiming for roughly 10 billion yen in IP sales by 2030.
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