CSR
An Overview of Our Progress and Achievements in Corporate Social Responsibility

Entertaining the world with Oscar-winning films and original anime characters

"What exactly are Mameshiba? They are not quite bean, nor dog, nor a hybrid of both. They love to appear out of nowhere and offer random bits of trivia, whether you asked for it or not." Mameshiba are a set of original characters created by Dentsu. They made their debut in commercials on a TV-content distribution Web site, and in no time at all they have made a big splash. Already over 1,000 Mameshiba-related products have been launched onto the market, from toys and stationery items to character goods and books. They have been used in all types of campaigns and promotions, keeping them in high demand all over the place. In spring 2011, Mameshiba were launched in North America, and there are now plans to roll out the characters in Hong Kong, South Korea and other Asian markets.

The character licensing operation, which has released a stream of popular original characters, is just part of Dentsu's entertainment content business. In the movie field too, this business has produced many internationally acclaimed releases, including Departures, winner of the 2009 Academy Award for Best Foreign Language Film, and such Studio Ghibli titles as Sprited Away, winner of the 2003 Academy Award for Best Animated Feature. Dentsu not only finances projects but also plays a key role in planning, production, and promotions, including tie-ups. Outside Japan, Dentsu collaborates with major Hollywood studios and acquires Japanese rights to popular dramas and other overseas television content. Dentsu is also active in the music sphere, in such areas as track production and tie-ups.

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