Interview with Kaoru of "Rurounen" to commemorate the release of her wooden sword!　Animax takes on the challenge of developing edgy anime goods [PR].

Our goal is to create items that express the world of the work

K.M.: Animax is a well-known animation broadcaster, but why did you set up an e-commerce site called "ANIMAX Store"?

K.M.: We have been broadcasting animation for a long time, and we have been thinking about how we can create an environment where viewers can enjoy animation more. First of all, we want viewers to enjoy the story depicted in the anime. Then there are events like ANIMAX MUSIX where voice actors and artists perform. In addition, we have always placed importance on creating an environment where people can pick up items that appear in our works, but we have not done much in the way of selling our own merchandise. However, over the past decade, the emphasis has gradually shifted from the viewing experience to events and merchandise. That is why we established the ANIMAX Store in April of this year to realize the three pillars of our company: viewing, events, and merchandise sales.

K.M., in charge of planning

K.M.: When we think of animation goods, we think of figurines, acrylic stands, key chains, etc. Do you have a vision of what kind of items you would like to sell at the ANIMAX Store?

K.M.: The main audience for Animax is men in their 30s to 50s, and we are aiming for items that express the world view of the works for them. Certainly, other companies sell goods such as those mentioned above, but for the ANIMAX Store, we are planning to offer a lineup of items that either appear in the work or can be integrated into the world of the work, such as the wooden sword from "Rurouni Kenshin" or the license plate from "MF Ghost". By selling items that allow people to enjoy the world of the work more along with the viewing experience, we are also trying to differentiate ourselves from our competitors.

Rurouni Kenshin" wooden sword, Kamiya Kasshin style, modeled after Kaoru Kamiya / 10,000 yen (tax included)

T : Both "Rurouni Kenshin" and "MF Ghost" are currently broadcast on Animax, aren't they? Since you are also a member of the production committee, you have the advantage of being able to put some tricks in the air as well.

K.M.: We are actually showing a product introduction video with narration by the cast as a commercial. The QR code for the product page is displayed on the screen, so if the viewer is interested in the product while watching the animation, he or she can immediately purchase it.

For all intents and purposes, it is a magnificent wooden sword

An authentic wooden sword that recreates the world of the work!

Taken from "Rurouni Kenshin" items, a wooden sword from the Kamiya Kasshin style is available for sale. The fact that a wooden sword is sold as an anime item is quite impressive, even though it actually appears in the work.

K.M. First of all, I am in charge of product planning for the ANIMAX Store. Of course, another employee is in charge of managing the e-commerce site, and I listen to opinions from both inside and outside the company when it comes to planning. I was thinking about what kind of products would be good for "Rurouni Kenshin," but the original comic was a hit with many media mixes, so a wide variety of goods are already available. After thinking of something that not many people seem to have and that matches the main audience of Animax, I came up with the idea of a wooden sword that Kaoru Kamiya carries. I asked the manufacturer who actually produces the wooden sword, and I am relieved that we were able to successfully sell it. The words "Kamiya Kasshinryu" printed on the handle were also created with great care, just as if they had been inked in. We hope that buyers will enjoy what we have produced with a sense of authenticity.

Each pattern is printed by hand.

K.M.: I got the impression that the product was reaching out to people other than the Animax viewers.

K.M.: We were surprised by the response, which was more than we expected. Mr. Takahashi, who plays Kaoru this time, also mentioned it on SNS and gave us the impression that he was enjoying it. We are also very happy to see that more and more people are paying attention to our products as purchasers post them on SNS.

Rurouni Kenshin" also sells sandals made in collaboration with Genbei, a long-established flip-flop maker. Also, "MF Ghost" is selling license plates.

K・M flip flops do not appear in the film, but they are colored and designed to resemble the sandals worn by the main character, Kenshin Himura. The license plate is also an item that came to mind when I thought of something that could be found in the film and something that could be displayed, and I am very happy that so many people have picked it up.

Rurouni Kenshin" Genbei collaboration sandals / 4,500 yen (tax included)

K.M.: What kind of products do you want to sell in the future?

K.M.: Since many people have paid attention to our wooden swords, we would like to continue to offer a lineup of items similar to those that appear in the play. We would also like to plan items for other productions by analyzing what kind of items viewers of Animax would like to have. If you have any suggestions for items you would like to see, we would appreciate it if you could post them on social networking sites with "#ANIMAX Store" attached.

(Interview and text by Shohki Ota (TARKUS))

(C) Nobuhiro Watsuki/Shueisha, "Rurouni Kenshin: Meiji Swordsman Romantic Story" Production Committee
(C)Animax Broadcast Japan.