2024.04.03

Transcending the Frame of a Dress-up Doll, the Charm of 'Licca-Chan' as an Influencer

Ever since our childhood, Licca-chan has been a figure we looked up to and felt as close to us as a best friend. Licca-chan, developed by Takara Tomy, is celebrating its 57th birthday this year.

For some generations, Licca-chan is strongly associated with the image of a dress-up doll, but in recent years, Licca-chan's activities as an influencer have become prominent, gaining popularity among adults as well, featured as 'Licca-activities' on social media sites.

However, even though Licca-chan is a familiar figure, there is still a lot we may not know about the latest Licca-chan. How has the current Licca-chan evolved? This time, we spoke to Hina Sugiyama, who is in charge of marketing at Takara Tomy's Licca-chan Division, to learn more about Licca-chan, who continues to fascinate us all the time.

PROFILE

Hina Sugiyama

Joined Takara Tomy in 2020. After being in charge of the planning and development of battle hobbies, she is now in charge of the marketing of Licca-chan.

How to Incorporate Trends into a Dress-Up Doll

With Licca-chan dressing up in the latest fashion on social media, it feels like she's transcending the boundaries of a doll. From her hairstyle to her makeup and accessories, trends are reflected like a model from a fashion magazine, and her commitment to the details is impressive.

The way trends are incorporated into Licca-chan seems to be evolving more and more each year, but is there anything in particular that you are mindful of in this regard on a daily basis?

"For instance, of course we incorporate general trends from fashion magazines, but we also pay close attention to what kind of fashion children like right now. We make it a point to visit places like Takeshita Street in Harajuku, a hub of children's trends, and incorporate more realistic information."

As mentioned earlier, Licca-chan, who is popular among adults primarily through 'Licca-activities', not only targets fashion and makeup for the teenage audience, but also dresses up in outfits that adults would desire, which is another key point.

In the 'LiccA Stylish Doll Collections' series for adults, Licca-chan is presented as a quality collection that adults can enjoy, with the concept of being a figure that children and adults alike can admire.

Stylish LiccA Photogenic Gothic Noir Style ©︎TOMY

"In recent years, we place emphasis on making sure that adults can also enjoy it, and we are mindful of coordination that gives an aura adults would aspire to.

"Another focus is how cute Licca-chan appears when wearing the outfits. For instance, the thickness of the fabric, the size of the patterns, and the material all affect how the outfit looks, and if we're not careful, it can end up looking bloated. Therefore, we always select outfits that make Licca-chan look as adorable as possible."

The Outreach of Licca-chan as a Soaring Influencer

#Licca #Lovetoxic ©︎TOMY ©️NARUMIYA INTERNATIONAL.,LTD.

Licca-chan is 11 years old, a fifth-grade girl.

To the best of my knowledge, there are not many influencers in Japan who are as active in collaborations with numerous companies as Licca-chan at her age.

Licca-chan, who is also listed in the talent directory, has collaborated with a wide range of industries as an image character, including apparel companies, major restaurant chains, and food manufacturers. Licca-chan never stops getting offers from many companies, but is there anything she is conscious of when collaborating with companies?

"Licca-chan has a message that she wants to deliver excitement, admiration, and dreams. Based on that, we are happy if we can have fun through collaborations with companies that will expand dreams or make things exciting or interesting.

"We especially think we have a great match with apparel brands, as we can collaborate on fashion within the world of Licca-chan."

Most recently, in the '#Licca (Hashtag Licca)' series, they collaborated with Lovetoxic, a fashion brand hugely popular among girls in elementary and junior high school. How did they come to collaborate with this brand, which is managed by NARUMIYA INTERNATIONAL?