PostPet cartoon characters are displayed by managers from So-Net Enter-tainment, M&J Licensing Worldwide and Animation International.

The PostPet cartoon characters were created by the Japanese firm So-Net Entertainment, a subsidiary of the Sony Group. PostPet's 10 cartoon characters were originally intended for use in emails, so they've gained most exposure via the Internet.

So-Net Entertainment manager Inagaki Ryuichiro said PostPet is a success in Japan and will celebrate its 10th anniversary next year.

At present, So-Net has 30 licensees in Japan using the PostPet characters to merchandise as many as 900 products, including T-shirts, bags and personal accessories. The licences generate revenue of up to 3 billion yen (Bt941.44 million) per year for So-Net.

M&J Licensing Worldwide's general manager, Jiraporn Vajanavinit, said her company began marketing the PostPet characters in Thailand in June this year, and it now has nine licensees using PostPet characters on about 30 products, generating revenue of about Bt10 million this year.

The Thailand market for licensing cartoon characters has strong growth, averaging 15 per cent per year, with a total market value of about Bt3 billion this year, she said. Popular cartoon characters include Doraemon, Hello Kitty, and Disney characters like Mickey Mouse.

Jiraporn said her company expected to succeed in promoting the PostPet characters in Thailand and has set aside a marketing budget of Bt2 million this year.

M&J Licensing Worldwide now has excusive licenses for two cartoon characters - Pangya and PostPet. It plans to introduce another two cartoon characters - Panda-Z and Picola - later this year. Together, they are expected to generate revenue of about Bt40 million next year, she said.

Animation International also plans to negotiate with animators in Thailand to develop PostPet cartoons for sale in the Thai market, says Tim Kondo, manager for coordination and licensor liaison.

Somluck Srimalee

The Nation