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tv A rabid fan base has helped propel NHK’s mascot Domo to superstar status with a multi-million dollar global licensing program and an upcoming TV series More than mascots From Domo to Doki, broadcaster mascots are evolving well beyond channel idents and interstitials, into longform series and global licensing stars BY JEREMY DICKSON When Michigan J. Frog made his TV debut in the 1955 Looney Tunes cartoon One Froggy Evening, could he ever have imagined he would become the mascot of The WB network 40 years later, hold the role for 10 years, and see his likeness adorning t-shirts and coffee mugs? Sadly, we’ll never know, because the top-hat-wearing amphibian was retired in 2005 after the net claimed he skewed too young for its YA target. There is no denying Michigan experienced a successful rebirth, but there are no guarantees for mascots, whether they are born from existing series or an original idea. All the pre-testing and strategizing in the world can’t predict whether or not they’ll resonate with kids and parents immediately, over time, or at all. For example, who knew Domo, first seen in stop-motion interstitials, celebrating the 10th anniversary of Japanbased NHK’s satellite broadcasting in 1998, would go on to become one of the internet’s first memes and a global pop culture icon? Even Discovery Kids Latin America, which purposely created its explorer boy/dog character Doki to be the face of the channel in 2005, failed to envision how successful he would become. Fortunately for Domo and Doki, their IP owners and partners have been quick to take advantage of the right opportunities in today’s more socially connected, content-driven world. They’ve managed to expand the characters’ environments and storylines authentically across TV and gaming, grow consumer product programs and perhaps ensure their longevity. Brand connection When Discovery Kids Latin America hired Argentinean design studio Steinbranding to help the 24-hour preschool channel create a character that would represent curiosity, real-life experiences, exploration, playfulness May/June 2013 21
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Page 52 and 53: Emerging markets, LICENSING SHOW 52
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