Bandai Moves to Real Make-Up in Japan

Bandai Moves to Cosmetics?!

The beloved company Bandai, best known for making some of the best toys known to Otaku the world over is having a bit of a problem in today’s economy. Sales of girls’ toys just aren’t what they used to be, and the company has had to come up with creative ways to keep the girls interested. And more than ever these days, girls want to feel more “grown up” and play with makeup over dolls. So what did they think of? Real cosmetics based on the popular anime and manga series, Nodame Cantabile. Girls and women who adore this series are now able to purchase easy-to-use eyeliner and mascara from Bandai’s “Creer Beaute” line. Creer Beaute also has a line of beauty items (including face masks) inspired by the series Rose of Versailles, and another that includes nail polish fashioned after Fujiko Mine of Lupin the 3rd. The article makes special mention that Bandai was a huge success with girls in the past, especially with their Sailor Moon toys in the 90s. While they made some Sailor Moon themed cosmetics back then, it was “play makeup” and it was not the focus of their merchandise strategy. The company has shifted towards cosmetics just in the last year or so, but they have not stopped making toys entirely. This is also an innovative merchandising attempt to appeal to “big girls” (women over 30). The Creer Beaute site will also in the future feature beauty tips and videos on how best to use the makeup. Business analysts are predicting this to be a success for Bandai, and also admire their bravery for expanding into new market areas for their merchandise in a changing economy. This brand they say, is one to watch. We know that Sailor Moon in the beginning stages of the revival was lauded as something for two generations to watch, mothers and their daughters. While we still have no idea if there will be any new merchandise in Japan, we wonder if Bandai may consider Sailor Moon for their Creer Beaute line? It would fit right in with both generations!

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