“Character” is on the rise, used by famous brands to create memorable images and stimulate sales.

The "Character" industry after Covid grows soaring 26%. Product and service brands turn to creating mascots comparable to "celebrities" to attract customers - stimulating sales. Expect continued growth in 68. CAA looks at Character Licensing. Its magic has not faded and it still makes money from all over the world.

Can't deny that Currently, it is the boom era of “Character” In Thailand, various product brands have begun to incorporate characters into their marketing. Attract consumers to become more involved with the brand. And it's not just through Characters Marketing, copyrights of famous characters. But recently, many brands have started to create their own characters. and communicate lively through “mascots”

such as the financial industry that every bank has its own character and use mascots to create colors and images for your own brand, such as "Krungsri Banana" หรือ "Stock market bull" and the latest that is becoming a hot trend “Butter Bear” In addition to creating a trendButterbear Shop You can also continue to generate income in other segments. Both events and appearances on TV shows are like a celebrity who has her own fan base.

Characters grew 26%, in contrast to the industry leader, "games" plummeted 7%.

Data from the Digital Economy Promotion Agency (DEPA) reveals that the value of the digital content industry which includes Games, Animations, Characters and electronic books in 2565 has a value of 40,518 million baht, “decreasing growth” from the contraction of the gaming industry. which is the main segment took up 85% of the market share, which grew down to 7%, while Animations grew 16% and Characters grew the most, up to 26%.

If you look back at the total value of the character industry from 2561 - 2565, you will find that the growth decreased between 2561, which had a value of 2,197 million baht, to 2564, which had a total value of 1,603 million baht, before returning to grow again. times in 2565 with a total value of 2,026 million baht, growing 26% and continuing to grow in 2566 with a value of 2,048 million baht

And in 2567, it is expected that it will grow 6% with a value of 2,180 million baht and will continue to grow in 2568 at a rate of 6% and have a total value of 2,324 million baht, supported by increased numbers of tourists and liquidity. consumer economy

However, the problem of copyright infringement It is still a difficult problem to solve and suppress. Meanwhile, the character industry There is still a lack of awareness raising regarding intellectual property and copyright infringement. This may inevitably affect the growth of the industry.

Brands turn to character creation - sending mascots to the market without affecting Character Licensing.

Miss Anithita Buasap Vice President, Business Development : CAA Brand Management

Miss Anithita Buasap Vice President, Business Development : CAA Brand Management Owner of the rights to world-class character and lifestyle brands. Revealing an overview of the "Characters" market in the first 6 months of 2567, "Characters Marketing" is still a popular marketing strategy used to capture the hearts of consumers.

Whether it's a well-known character or not. or the creation of new characters of that brand, resulting in the character market continuing to grow. This can be seen from the introduction of new characters all the time, or even well-known characters have a new look to make them more modern.

However, even though there are many new characters entering the market or even characters created specifically for brands and products, many But the advantages of the characters are already well known. is the memorable image and personality of the character that consumers can easily access. Marketing through various contents that the principal of the character owner releases to the market will continually reinforce the memory, both in the short and long term.

In this regard, doing the Character Licensing business through Consumer products, Collaboration Campaigns, promotions, Event Marketing is considered to significantly generate income from characters. The more well-known characters around the world, the more you can earn income from many countries around the world. The challenge is maintaining the standards of the characters. Whether creating various contents, the personality, Mood & Tone of the characters must remain unchanged.

As for CAA, it is the agent that takes care of the copyrights for world class cartoon characters such as Sesame Street, Paramount (PAW Patrol, SpongeBob, Dora, Teenage Mutant Ninja Turtles), Smurf, Paddington, Peter Rabbit and Baby Milo (Bathing). Ape) and others, making it workable for a wide range of consumer groups. Whether it be newborns, older children, teenagers, working people and families.

“This is an advantage that allows us to work with many different brand partners. Each character has a different marketing activity, whether it be an anniversary celebration, a movie in theaters, a collaboration. with artists around the world designing new Art Assets and having new content in many online platforms. These activities will drive business partners to be interested in using these opportunities to further their trade.”

By the editorial team bank finance

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