In recent years, various collaborations have emerged aimed at improving corporate image, acquiring new customers, and raising awareness of products and services.
On the other hand, when considering planning a collaboration in-house, some managers may struggle with questions like “Which characters or brands should we collaborate with?” due to a lack of reference cases.
Therefore, this time we've carefully selected and introduce 10 examples of collaborative products for your reference. We also cover key points for making collaborative products successful. Managers looking to plan collaborative products using these examples as a reference should definitely read on.
＜Key Points>
・Understand why collaborative products with famous IPs don't always sell
・Learn the key points for making IP collaboration products successful
・Discover successful examples of IP collaboration products
・Get reference examples for campaigns linked to IP collaboration products
Why don't some collaborative projects sell even when partnering with famous brands?
Collaboration products don't necessarily sell just because they partner with a famous entity. For example, imagine collaborating with someone hugely popular among young people to sell products targeting back pain relief for the elderly. In such cases, reaching the target audience is unlikely.
Even if a collaboration product becomes a hot topic on social media, it often doesn't translate into actual purchases. Collaboration products need more than just buzz; they must drive consumers to buy after the hype.
Collaborations that focus solely on numbers without considering who they can reach are meaningless. Companies must understand their customer base and plan collaborations that lead to sales.
To achieve this, product promotion managers must determine whether a potential partner is the best fit for their company before proposing a collaboration.
Key Points for successful collaboration products
To successfully sell collaboration products, it's essential to grasp key points beforehand and execute the plan effectively. The crucial factor for collaboration product success is “selecting from a wide range of potential partners.”
When creating collaboration products, various partners will likely be candidates. Options range from anime and characters to art, brands, and companies.
When developing collaboration products, planning must align with your objectives. Without a clear purpose, you won't know how to approach consumers effectively. When planning a collaboration product, it is recommended to clearly define the following points.
Why are we planning this collaboration product?
What is the significance of this collaboration product?
What are we aiming to achieve with this collaboration?
For example, collaborating with a partner whose image aligns with the product makes it more likely to be accepted by both the product and the partner. On the other hand, collaborating with a partner from a different industry offers benefits like creating an element of surprise or reaching new target demographics.
Once the optimal partner is selected, create a collaboration product that makes consumers want to pick it up. Incorporating unique elements like limited-edition goods exclusive to the collaboration or items obtainable through multiple entries can drive purchases.
In collaboration product planning, it's crucial to bring out the appeal of both your company and the partner to create mutual benefits. Select the optimal partner based on the plan and target audience, and create a collaboration product that makes consumers think, “I want to get my hands on this.”
Examples of successful company and IP collaboration products/campaigns
Collaboration products often combine elements from various industries and characters. Here, we've carefully selected 10 examples from the many such collaborations to introduce.
We'll showcase diverse examples across industries, so please use them as a reference when planning your own collaboration products.
Collaboration Product Example 1: “Nijisanji” × “7-Eleven”
The popular VTuber group “Nijisanji,” renowned as virtual livestreamers, is running a collaboration campaign at 7-Eleven stores nationwide starting May 9, 2024.
Nijisanji is a virtual livestreamer group operated by ANYCOLOR Inc., primarily focused on live streaming activities. Within approximately five years of its 2018 launch, the group surpassed 50 million total YouTube channel subscribers and now has about 150 members.
For this collaboration with 7-Eleven, customers who purchase two eligible candies or ramune drinks can receive one sticker of their choice from the “Nijisanji Sticker Set (4 designs total)”.
The collaboration visuals feature the following four members:
Hoshikawa Sara
Fren E. Rustario
Ibrahim
Yumeoi Sho
The collaboration outfits for these four streamers feature original illustrations: realistic-style by Makoto Saki and chibi-style by Tama. Additionally, a wafer chocolate with an original visual card is sold exclusively at 7-Eleven.
Furthermore, Seven-Eleven Japan's official X (Twitter) account teased the campaign launch with a mysterious vibe, as shown in the image above. This collaboration product and promotional approach are likely designed to appeal primarily to Nijisanji viewers aged 18-24, both male and female.
Collaboration Product Example 2: “Hololive” × ‘JOYSOUND’
Hololive has collaborated with Xing Inc.'s online karaoke service “JOYSOUND”.
Hololive is a VTuber group under the umbrella of Hololive Production, a VTuber agency operated by Cover Inc. The name “Hololive” originates from the live streaming service “Hololive,” which features its representative idol, Tokino Sora, as its image character.
With total views exceeding 1 billion, it enjoys popularity both domestically and internationally. A defining characteristic of Hololive is that it exclusively features female VTubers, while the majority of its viewership consists of male fans.
The collaboration with JOYSOUND is a special campaign tied to “hololive 5th fes. Capture the Moment,” the largest event & live concert in Hololive Production's history.
Starting March 1, 2024, JOYSOUND's “Miru Hako” service will offer a free special digest version featuring all 21 songs from DAY1 and DAY2 of ‘hololive 4th fes. Our Bright Parade’ at participating karaoke rooms nationwide equipped with the designated machines. (Room fee applies separately) featuring a special digest version of all 21 songs from DAY1 and DAY2 of ‘hololive 4th fes. Our Bright Parade’. (Room charges apply separately)
Additionally, participating karaoke venues nationwide will offer four types of original collaboration drinks inspired by each performance of “hololive 5th fes. Capture the Moment,” released in three waves.
Ordering a drink comes with a bonus: an original coaster featuring the collaboration design. Rare hologram coasters are also randomly included, sure to boost fans' purchasing interest.
Furthermore, starting March 15, 2024, the “hololive 5th fes. Capture the Moment × JOYSOUND Karaoke Campaign” is running, offering chances to win luxurious prizes.
Collaboration Product Example 3: “Uma Musume” × “BOSS”
Cygames' training app game “Uma Musume Pretty Derby” held a collaboration campaign with Suntory Foods Limited (Suntory Holdings)'s coffee beverage “BOSS”.
Uma Musume is a training simulation game where players enjoy raising anthropomorphized characters based on real racehorses.
For the BOSS collaboration, starting June 3, 2024, a campaign begins where scanning the QR code on a BOSS canned coffee can enters you into a lottery to win an “Uma Musume Collaboration Watch.”
Additionally, starting June 4, a gift campaign will be held where those purchasing multiple 6-can packs can win either a “Yutaka Take Jockey-Supervised BOSS Denim Jacket” or an “Oguri Rice & Rice Bowl Set.” Furthermore, the new collaboration design can, “Coffee, Milk, and Banana,” is scheduled for release on the same day.
The Uma Musume and BOSS collaboration began in 2022. The catalyst for the collaboration was that the BOSS representative in charge was an avid Uma Musume fan. This collaboration was realized with “working people” as the target audience.
Collaboration Product Example 4: “ChiiKawa” × “FamilyMart”
This collaboration with FamilyMart Co., Ltd. features the character “ChiiKawa” by illustrator Mr. Nagano.
In May 2023, the “Muchau Market Shopping Campaign” was held at approximately 16,500 FamilyMart stores nationwide.
Chikawa is a character popular with people of all ages, originating from social media. To commemorate the campaign with FamilyMart, original limited-edition products created in collaboration with Chikawa were sold.
The products meticulously captured the world of the characters, with a total lineup of seven items. The collaboration-exclusive original products featured completely new designs created specifically for the “Mucha Market.”
Furthermore, the campaign was energized by selling original calendar-design bromides at multi-function copiers and featuring limited-time in-store broadcasts starring Chiikawa, Hachiware, and Usagi.
The brand collaborating with Pokémon, beloved by children and adults alike, is “&be (And Be),” a makeup brand produced by hair and makeup artist Yusuke Kawakita.
The Pokémon collaboration collection, featuring the massively popular “&be UV Primer” (over 1 million units sold in the series) and the “&be Fancy Liner” (overwhelmingly supported for its coverage and natural finish), will be available nationwide in limited quantities starting June 1, 2024.
The UV Primer, a 3-in-1 makeup base offering luminous skin correction, sun protection, and skincare benefits, previously came in three shades: “Standard,” “Peach Glow,” and “Shiny Glow.” A key feature of this collaboration is the new “Sky Glow” shade, designed to naturally enhance skin's translucency. Also noteworthy are the four featured Pokémon: Pikachu, Snorlax, Pudding, and Eevee.
Additionally, the popular hybrid item “Fancy Liner,” which functions as both foundation and concealer, features designs of Pikachu and Eevee.
The collaboration products between Pokémon—beloved by all ages and nationalities since the 1996 game release—and &be, which champions a genderless and ageless concept, have been generating buzz even before their launch.”
Collaboration Product Example 6: “Sanrio” × ‘Furyu’
The “2024 Sanrio Character Awards” and FURYU Corporation's printing machine (hereinafter “printing machine”) “Haruiro Sekai 2” will collaborate for a limited time.
The Sanrio Character Awards, which began in 1986, is an annual popularity vote event celebrating its 39th anniversary this year.
This year's Sanrio Character Awards theme is “Sanchu♡”. For this collaboration, the characters express moments that make you want to say “thank you (San-kyu)” and give a little “chu♡” with a kiss-blowing pose. These characters now appear in the popular sticker layout “Clear Sticker” on Haruiro Sekai 2.
The sticker-style design printed alongside the purikura features all 7 characters, including Hello Kitty, making it an appealing product. You can create cute memories with your favorite Sanrio character.
Furthermore, the “Furyu Purikura Award” has been established. It will be presented by Furyu to the character appearing in the Sanrio Character Awards who receives the most votes from purikura machines.
This collaboration project is designed so you can support your favorite character while creating cute memories.
Collaboration Product Example 7: “ONE PIECE” × “Galaxy AI”
The collaboration with ONE PIECE is with Samsung Electronics Japan Co., Ltd.'s “Galaxy AI”. The background for this collaboration is that the current setting of ONE PIECE, the technologically advanced “Future Island Egghead”, matches the cutting-edge technology and near-future feel of Samsung's “Galaxy AI”.
This collaboration project was realized with the goal of allowing more people to experience the latest AI technology. The ONE PIECE and Galaxy AI collaboration features initiatives themed around “adventures in mysterious seas overflowing with cutting-edge technology.”
Currently planned initiatives include the following:
Adventure experiences at “Galaxy Harajuku,” the world's largest showcase for the Galaxy series
Treasure gifts using the Samsung Japan LINE Official Account and Samsung Members app
Limited special videos released on Samsung Japan's official SNS accounts
Experience the new “Search by Caption” feature using anime thumbnail wall designs at the limited-time “Galaxy POP-UP STUDIO”
Release of new visuals featuring “Galaxy AI-powered products × the Straw Hat Crew”
This collaboration offers a wealth of content, both online and offline.
Attack on Titan held a limited-time collaboration with Lotte Co., Ltd.'s product “Koala's March”. For the Koala's March collaboration, Lotte's online shop exclusively sold “Giant March from Attack on Titan”.
This approximately 30cm tall Koala March featured special designs incorporating visuals from the TV anime “Attack on Titan,” with a total of 9 designs to choose from. A key feature was the inclusion of an original coaster featuring designs of Eren and Levi, available only through this collaboration.
With each design limited to just 300 units, this collaboration project significantly boosted consumer purchasing interest.
For the Valentine's season, Walt Disney Japan Co., Ltd. sold Valentine's Day items, including collaboration products with the Belgian premium chocolate brand “GODIVA”.
These special products feature GODIVA's high-quality chocolates and cookies, along with chocolates printed with Mickey art, all packed together in a unique three-tiered box.
Additionally, numerous limited-edition collaboration items were released, including a gorgeous assortment containing Mickey icons and star-shaped chocolates, and a set featuring two types of character-printed chocolates and a pouch.
Disney Store and GODIVA collaboration products are hugely popular every year, and 2024 saw the debut of Winnie the Pooh products for the first time in the joint project.
Blue Lock is collaborating with Unilever (Unilever Japan Group), one of the world's leading consumer goods manufacturers headquartered in London, UK.
Blue Lock is a soccer manga serialized in Weekly Shonen Magazine since 2018. Created with the real FIFA World Cup in mind, it has gained popularity among younger generations, particularly those in their 20s. Its TV anime broadcast began in 2022, further increasing its visibility.
The Blue Lock x Unilever collaboration featured promotions where purchasing designated products entered customers into a draw for prizes featuring original artwork and soccer clinics taught by former Japanese national team players.
Additionally, to coincide with the Blue Lock movie release, campaign announcement videos were screened at participating theaters nationwide, and special campaign panels were displayed.
Other examples showcasing unique ideas are compiled in the article below, so be sure to check it out as well.
Summary of collaborative success stories
Let's summarize the key points so far.
Before requesting a collaboration, you must determine whether the partner is the best fit for your company.
To make a collaboration product successful, it's crucial to “select a wide range of potential partners” and “create a plan that aligns with your objectives.”
There are various examples of collaboration products utilizing anime, characters, and more.
This article introduced various examples of collaborative products. When planning a collaborative product, simply partnering with a famous entity isn't enough. The partner's fan base must align with your company's target audience.
The collaboration examples introduced here are just a few instances. It's crucial not only to reference these cases but also to consider what kind of fan base your company has and what kind of collaborative projects would delight them.
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Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
