By Allison Watkinson
TLL Reporter
The Spiralcute agency has signed a multi-year partnership with Jazwares to produce licensed toys and collectibles for its IP portfolio.
Through the new agreement, Jazwares will serve as the master toy partner and international distributor for Spiralcute’s portfolio of character brands (excluding Asia).
This portfolio includes rapidly-expanding Japanese IP such as Chiikawa, Mofusand, and Koupen Chan.
“Partnering with Jazwares as our master toy partner outside Asia marks an important milestone for Spiralcute,” said Spiralcute International CEO, Taro Morishima. “Their exceptional creativity, industry expertise, and understanding of character brands will play a key role in expanding our reach to global audiences.”
The animal-inspired Chiikawa IP was first introduced through a slice-of-life manga series by artist and creator, Nagano.
Following its debut, the brand quickly expanded across Japan with new activations through social media, retail, publishing and an immersive experience in Tokyo called Chiikawa Park.
As well as its titular protagonist, Chiikawa features additional character designs such as Hachiware and Usagi.
Created by the Japanese illustrator Juno, Mofusand is a rapidly-growing character brand that features a cast of adorable cat characters depicted in a distinctive visual style.
The Mofusand brand has been rapidly expanding with a wide range of products across plush, collectibles, accessories, décor, apparel, beauty and more.
Developed by illustrator and artist Rurutea, Koupen Chan is a cute baby emperor penguin character that is centered around relaxation, everyday encouragement and celebrating small victories.
First introduced on Twitter in 2017, the brand has expanded with a cast of additional character designs, animated shorts, published works, music videos, interactive games and licensed products.
“At Jazwares, we’re always seeking partners who bring authenticity and creativity to our products,” said Jazwares licensing EVP, Judd Karofsky. “Spiralcute’s distinct character-management approach, strong brand portfolio, and deep understanding of what resonates emotionally with audiences, make them the ideal partner to help place meaningful, joyful experiences into the hands of consumers.”
The first product lines to launch from the Jazwares x Spiralcute partnership will focus on the Mofusand and Chiikawa brands.
The Mofusand and Chiikawa collections are scheduled to debut in Fall 2026, followed by the Koupen Chan line and additional extensions beginning in Spring 2027.
Founded in 2009, Spiralcute is a character management agency that collaborates with artists to expand brands that blend heartfelt narratives with charming design. The agency specializes in expanding character IP into consumer product and lifestyle brands through strategic licensing deals and collaborative partnerships.
The company oversees its character development and business operations through its Tokyo headquarters, while its recently-launched LA-based entity, Spiralcute International, focuses on expanding its global presence.
A Berkshire Hathaway company, Jazwares is a global product manufacturer and distributor that develops toys, games, costumes and pet products for its portfolio of owned and licensed brands.
Image Credit: Chiikawa, Mofusand, and Koupen Chan courtesy of Spiralcute.
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