GENDA announced that it had entered into a business alliance with Sanrio. Through the alliance, it plans to use its overseas arcade network to expand promotions for character merchandise at arcades.
GENDA, which operates arcades in Japan and overseas, announced on the 24th that it had entered into a business alliance agreement with Sanrio. The aim is to expand Sanrio character merchandise overseas by using GENDA's overseas arcade network.
GENDA operates more than 13,000 locations worldwide, primarily Mini Loca small crane-game locations. Through the alliance, it will strengthen its in-store merchandise lineup around Sanrio characters. It also plans to step up promotions for Sanrio characters through store decorations and other initiatives, with the aim of increasing merchandise sales.
Sanrio characters are also highly popular overseas, and partnering with GENDA will increase points of contact with overseas customers. The companies are also considering joint promotions, including media-mix initiatives, and said they would like to explore joint projects and new store openings in North America and other overseas markets.