Sesame Street Muppets vs Doraemon

According to an article of the July 21th Online edition of Nihon Kezai Shinbun, Nagase Brothers Inc. (Nagase) , a preparatory school TOSHIN and swimming school ITOMAN operator aims to foray into the English language education market for children.

Nagase seems to be a latecomer to tap into the English language education for children. But the market for children could grow since English will become an official subject in elementary schools in fiscal year 2011. I, however, wonder whether or not its marketing strategy with the assistance of famous characters appeals to savvy consumers.


Nagase Brothers Inc.

Nagase will kick off the English classes tailored to 3-12 year-old children, starting in October 2010 under franchise arrangements in Japan. Tuition could account around 8,000 yen a month and franchisees will pay 30% of sales resulted from tuitions and materials as a royalty to Nagase. With a 10-year contract valued at 3 billion yen with Sesame Workshop, Nagase also plans to expand its franchise business with instructional materials featuring well-known Sesame Street Muppets to China, India and Vietnam.

Regarding of the assistance of famous characters, Nagase is not only one operator in the crowded English market. For example, Shogakukan-Shueisha Productions Co. Ltd. (Shopro)uses its flagship character Doraemon from a Japanese manga series and provides Young Children's Education Programs "Dora-Kids."


Shogakukan-Shueisha Productions Co. Ltd.