Sony bets on new character IPs to crown a global mascot

Sony Creative Products is forming a team to develop original character IPs—like Yofukashikuma no Nemu, the Aibo robot dog, and a revamped Pingu—and aims to generate about ten billion yen in annual revenue by FY2030. The plan extends beyond games to lifestyle goods, anime, and potential game adaptations, with the goal of a globally recognizable PlayStation mascot across generations, since Astro Bot, while acclaimed, isn’t seen as a universal icon. The move signals Sony’s intent to revive iconic PlayStation figures and rival Nintendo and Sega in the branding era as it pursues broader IP growth.