The Japanese character phenomenon has drawn more than 6 billion downloads and heads to global retail through Boti in Q2 2027
Boti Global has entered into an agreement with Minto, one of Japan’s fastest-growing character companies, to bring its iconic characters to the toy aisle – and beyond.
Beginning in Q2 2027, Boti Global, together with its parent company Goodmark Group Ltd., will launch a comprehensive consumer products programme featuring an extensive range of toys, collectibles and lifestyle products designed to introduce Minto’s iconic characters to a new generation of fans around the world.
“Minto has created one of the world’s most engaging digital character portfolios,” said Nico Blauw, CEO of Boti Global Ltd. “With billions of downloads and an incredibly loyal fan base, the opportunity to transform these beloved characters into successful global consumer brands is enormous. Together with Minto, we look forward to introducing these wonderful characters to retailers, licensing partners and consumers throughout North America and EMEA.”
With more than 6 billion sticker downloads worldwide, Minto’s beloved characters have become a global digital phenomenon. This partnership represents one of Minto’s most significant consumer products expansions outside Asia to date, positioning its iconic characters for substantial retail growth across two of the world’s largest licensing markets.
At the heart of the programme are four of Japan’s most recognizable digital character brands: Usagyuuun!, the wildly energetic rabbit-mochi hybrid; Piyomaru, a cheerful chick-like alien; SugarCubs, the fluffy bear duo Mocha and Latte; and Betakkuma, an awkward white bear with a human body.
Together, these characters inhabit rich, entertaining worlds filled with memorable friends, rivals and stories, creating exciting opportunities not only in toys and collectibles, but also across apparel, accessories, stationery, gifts, beauty, home décor, publishing, promotions, and lifestyle products.
Yaz Hori, COO of Minto Co., Ltd., added: “For years, fans around the world have discovered our characters digitally. This partnership allows us to take the next step—bringing those characters into people’s everyday lives through beautifully designed products. Boti is the ideal partner to help us build Minto into a truly global consumer brand.”
Retailers, distributors and licensing partners will have the opportunity to preview the inaugural collection at Boti Global’s LA showroom from 14–25 September, where the complete product programme will be unveiled.
