Kazarma Ltd. has brokered a strategic global licensing partnership between Japanese character company Minto Co., Ltd. and European toy manufacturer BOTI Global Ltd. (a subsidiary of Goodmark Group Ltd.).

The agreement covers the expansion of Minto’s digital character portfolio into physical retail across North America and the EMEA region, targeting launching categories in Q2 2027.

Digital Origins & Retail Strategy

Minto’s character properties have generated over 6 billion sticker downloads globally across messaging platforms. Beginning in Q2 2027, BOTI Global and Goodmark Group will launch a multi-category consumer products program encompassing toys, collectibles, plush, and lifestyle products, with long-term expansion planned for apparel, accessories, stationery, beauty, home décor, and publishing.

The licensing roll-out centers on four primary digital properties:

• Usagyuuun!: A rabbit-mochi hybrid character celebrating its 10th anniversary in 2027.
• Piyomaru: A alien chick character brand designed for core kids and young adults.
• SugarCubs: A lifestyle character duo featuring bear characters Mocha and Latte.
• Betakkuma: An expressive, humorous white bear character with strong social media engagement.

Retail Preview & Showroom Presentation

Retail buyers and prospective licensing partners will be able to preview the inaugural product range during LA Toy Previews at BOTI Global’s Los Angeles showroom from September 14–25.

Executive Statements

Nico Blauw, CEO of BOTI Global Ltd., states:

“Minto has created one of the world’s most engaging digital character portfolios. 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.”

Yaz Hori, COO of Minto Co., Ltd., adds: “For years, fans around the world have discovered our characters digitally. This partnership allows us to take the next step—bringing those characters into people’s everyday lives through beautifully designed products. BOTI is the ideal partner to help us build Minto into a truly global consumer brand.”

Sandrine de Raspide, CEO of Kazarma Ltd., comments: “Great character brands transcend language and culture. Minto has created exactly that. These wonderfully original personalities have all the ingredients to become enduring global lifestyle brands, and we are proud to have brought together two exceptional partners to make that vision a reality.”