Tag Archives: San X

Rilakkuma lands second series on Netflix as Sagoo sees licensing programme ‘growing apace’ in Europe

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Rilakkuma, the cute Kawaii bear, will be returning to Netflix for a second series, following a successful debut back in 2019 that has given life to a growing licensing programme managed by the independent agency, Sagoo Licensing.

Production of the new stop-motion animated series is now underway with the title Rilakkuma’s Theme Park Adventure. The series depicts an active day of incidents and meetings that take place when Rilakkuma, Korilakkuma, Kiiroitori, and Kaoru go to play in an amusement park that is about to close.

San-X’s Rilakkuma brand made its streaming debut in 2019, also on Netflix, when Rilakkuma and Kaoru debuted. The series featured 13 episodes following the duo’s friendship and daily life, as the popular bear went to live in his friend, Kaoru’s apartment.

The fresh content will provide a further boost to the Rilakkuma brand, which is already one of the most popular brands in Japan and is rapidly gaining traction throughout Europe. The growth is largely thanks to the property’s online presence, along with a plethora of new and exciting products coming to market.

Since working with San-X, Sagoo has secured deals with Difuzed for apparel, Graine Créative for arts and crafts, and Pioupiou & Merveilles (Shokid) for toys and gifts, with more to be announced over the coming months. 

Veronique Pichon, president, Sagoo, said: “We’re very excited to see the return of Rilakkuma to Netflix following such a successful debut last year. The brand is growing apace throughout Europe and consumer demand for licensed product is also increasing. 

“We are looking forward to further building the consumer products offering as new fans are welcomed into the wonderful world of Rilakkuma via his latest Netflix adventures.”

Rilakkuma lands second series on Netflix as Sagoo sees licensing programme ‘growing apace’ in Europe

Posted on by

Rilakkuma, the cute Kawaii bear, will be returning to Netflix for a second series, following a successful debut back in 2019 that has given life to a growing licensing programme managed by the independent agency, Sagoo Licensing.

Production of the new stop-motion animated series is now underway with the title Rilakkuma’s Theme Park Adventure. The series depicts an active day of incidents and meetings that take place when Rilakkuma, Korilakkuma, Kiiroitori, and Kaoru go to play in an amusement park that is about to close.

San-X’s Rilakkuma brand made its streaming debut in 2019, also on Netflix, when Rilakkuma and Kaoru debuted. The series featured 13 episodes following the duo’s friendship and daily life, as the popular bear went to live in his friend, Kaoru’s apartment.

The fresh content will provide a further boost to the Rilakkuma brand, which is already one of the most popular brands in Japan and is rapidly gaining traction throughout Europe. The growth is largely thanks to the property’s online presence, along with a plethora of new and exciting products coming to market.

Since working with San-X, Sagoo has secured deals with Difuzed for apparel, Graine Créative for arts and crafts, and Pioupiou & Merveilles (Shokid) for toys and gifts, with more to be announced over the coming months. 

Veronique Pichon, president, Sagoo, said: “We’re very excited to see the return of Rilakkuma to Netflix following such a successful debut last year. The brand is growing apace throughout Europe and consumer demand for licensed product is also increasing. 

“We are looking forward to further building the consumer products offering as new fans are welcomed into the wonderful world of Rilakkuma via his latest Netflix adventures.”

Sagoo signs fashion brand Difuzed for Rilakkuma apparel, fashion bags and more

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The fashion and lifestyle brand Difuzed has partnered with the independent licensing agency Sagoo to launch a range of apparel for kids and adults, as well as fashion bags, backpacks, and accessories, inspired by the Japanese character brand, Rilakkuma.

The new line will include tech accessories including phone cases and tablet and laptop covers and sleeves featuring the popular bear character and his friends. The complete range will retail throughout Europe.

Launched in Asia in 2003, Rilakkuma embodies relaxation and a stress-free lifestyle. The chilled-out bear cub quickly became popular in Japan, Asia and the US as it began life as an illustration on products such as stationery. The licensed merchandise quickly grew, and to date, 5.8 million of the Rilakkuma story books have been sold, while the new apps launched monthly have over half a million members. In total, over 20,000 Rilakkuma products have launched in Japan.

Now a Netflix star and hugely popular on social media, Rilakkuma is beginning to see the same trajectory of success throughout Europe and leading licensing agency, Sagoo, is partnering with best in class licensees to build a robust consumer products offering in the territory.

Jeremy Orriss, licensing director of Difuzed, said: “We are very happy to be part of the lovely Rilakkuma family and we are confident that the cooperation between Difuzed and the Sagoo team will be stress-free just like Rilakkuma and it will create great results. We cannot wait to develop Rilakkuma apparel and accessories collections and have them in retailers all around Europe.”

Veronique Pichon, president, Sagoo, added: “We’re excited to welcome Difuzed on board for the rapidly growing Rilakkuma brand. The property is showing signs of the same popularity in Europe as it has enjoyed in Asia and the US, and these new lifestyle products will be perfect for the Rilakkuma fans.”