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Sanrio is not in the toy business. The reason the plush is usually front and center is to create an opportunity for you to hold the brand in your hand and create a connection.
It is surrounded by the other components of the program, typically comprised of things that are useful in daily life, so that you immediately make the subconscious realization that this is not a toy or a collectible you put on a shelf, but a brand to bring inwards and make part of your life.
The plush is a mechanism to draw you closer and then to hopefully make a connection: it’s the point of first culture contact, first impression, the beginning of a relationship quite literally.
Same thing with Snoopy, Totoro, moomin , Miffy, Uamou, Pusheen, and our own work.
We have sold millions of pieces of plush over the years, but we are not in the toy business.
(the prop explains I will be supplying the bags on my own dime, and the hope is to open up shelf space overtime for other noun creators, who like to work in the real world) 1 reply
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