In a strategic move to bolster global brand recognition and tap into the burgeoning youth market, beloved Japanese characters, including Doraemon, are making their debut on Roblox, the U.S.-based online gaming platform. This March, Doraemon will enter the metaverse, which boasts a daily visitation of 70 million users, marking a significant milestone in leveraging digital platforms for character expansion.
Fujiko F. Fujio Pro is set to introduce the Doraemon Racing Game in Roblox, offering an accessible and engaging experience for even elementary school children. This game, featuring iconic gadgets like the Take-copter, enables players to engage in battles and races, fostering strategic thinking and spatial awareness. With the game’s introduction on Roblox, Fujiko Pro aims to rejuvenate the Doraemon brand, addressing the diversification of children’s interests away from traditional manga and anime.
The move to Roblox represents a strategic pivot towards digital platforms for Japanese IP holders, seeking to enhance character recognition and merchandise sales on a global scale. With the platform’s vast user base, especially among children, Roblox offers a unique opportunity to reach audiences in regions where Japanese characters have traditionally had less exposure, such as North America and Europe.
The incorporation of Japanese IPs into Roblox, a platform known for its user-generated content and engagement with younger demographics, aligns with broader industry trends. Major brands like Nike and Gucci, alongside entertainment giants such as Sega and Sanrio, have already seen success on Roblox, demonstrating the platform’s potential as a tool for brand expansion and engagement with Generations Alpha and Z.
However, the growth and diversification of content on Roblox also highlight the need for robust IP protection and measures to address social issues related to its young user base. As Japanese characters continue to gain traction on the platform, the challenge for Roblox and IP holders will be to balance creativity and user engagement with responsible management and safeguarding of rights.
