J-pop’s Scandal say Sanrio’s Cinnamoroll is ‘Cute!’

Translated by The Asahi Shimbun from the website of Anime Anime Japan Ltd.

In a promotional blitz aimed at high school girls, Sanrio Co. has signed the four-girl pop quartet Scandal to sing the praises of its Cinnamoroll puppy character.

Introduced in May 2002, Cinnamoroll, a white puppy whose real name is Cinnamon, has many young fans.

And Scandal is already popular among high school girls.

In coordination with Sanrio’s latest product release, Scandal’s recording of their Cinnamoroll promo song “Cute!” will be included with their new CD single “Pride,” which will hit store shelves Feb. 9. Guitarist Mami wrote the lyrics for “Cute!”

Cinnamoroll has been popular among elementary schoolgirls, Sanrio said. Many of the puppy’s original fans from its debut eight years ago are now attending high school. Sanrio is planning a series of merchandise aimed at these grown-up Cinnamoroll fans.

The lineup will include images and toys of Cinnamoroll wearing a sailor’s cap, to be introduced in mid-February. The campaign aims to present a more mature image of the puppy, Sanrio said, which should satisfy its older fans.

Sanrio, one of Japan’s leading character licensing companies, also makes the world-famous Hello Kitty character.

A big challenge for Sanrio is to raise the popularity of its other shelf of characters, as it largely depends on income from Hello Kitty merchandise for business operations and sales.

Cinnamoroll and My Melody, a rabbit-like character that gained fans through animated TV shows, are the leading candidates.

Sanrio said it will continue exploring promotional possibilities for Cinnamoroll over the long term to expand its fan base.

Copyright The Asahi Shimbun Company.