Minto is taking four of its digital character brands from messaging apps to store shelves.
The Japanese character company has partnered with BOTI Global on a new licensing program spanning North America and EMEA, with toys, collectibles, and lifestyle products set to begin rolling out in the second quarter of 2027. Kazarma brought the companies together for the deal.
Minto says its character portfolio has generated more than 6 billion sticker downloads worldwide, giving BOTI a built-in fan base as it moves the properties into physical products.
The initial push centers on Usagyuuun!, Piyomaru, SugarCubs, and Betakkuma. Usagyuuun!, an energetic rabbit-mochi hybrid, will celebrate its 10th anniversary next year. Piyomaru is a chick-like alien who came to Earth looking for friends, while SugarCubs follows bear duo Mocha and Latte. Betakkuma rounds out the lineup with dancing, sarcasm, and a white bear head on a human body.
BOTI Global and its parent company, Goodmark Group, plan to develop toys, collectibles, and lifestyle products around the brands. Minto also sees room for expansion into apparel, accessories, stationery, gifts, beauty, home décor, publishing, and promotions.
“Minto has created one of the world’s most engaging digital character portfolios,” says Nico Blauw, CEO of BOTI Global. “With billions of downloads and an incredibly loyal fan base, the opportunity to transform these beloved characters into successful global consumer brands is enormous. Together with Minto, we look forward to introducing these wonderful characters to retailers, licensing partners, and consumers throughout North America and EMEA.”
Retailers, distributors, and licensing partners will get their first look at the range Sept. 14-25, during the LA Fall Toy Preview at BOTI Global’s showroom, located at 1960 on Grand in El Segundo.
