JAKARTA - Collaborations between retail networks and animated characters are increasingly found in recent years. This strategy not only presents special edition products, but also transforms the shopping experience into a more interactive experience through store decoration, collection merchandise, to activities involving the fan community.
For retail players, this approach is one way to build emotional closeness with consumers while presenting a different experience when visiting the store.
One of the retailers who is bringing back the concept is FamilyMart Indonesia. After previously collaborating with the Demon Slayer anime series, the company is now presenting the Japanese animation character Crayon Shinchan in a series of programs that began to be introduced on July 20, 2026.
This collaboration presents various characters from the series, ranging from Shinnosuke Nohara, his family members, to friends and teachers at the kindergarten. The presence of these characters is embodied through store decorations and various collection merchandise that customers can get.
Various collection products that are prepared include glasses, stickers, collectible cards, tote bags, standees, keychains, pins, pouches, and a number of other items.
The presence of the merchandise received a response from fans who came directly to a number of FamilyMart outlets in Jakarta, Bandung, and Surabaya.
A number of visitors even wore costumes inspired by the Shinchan character as a form of enthusiasm for the collaboration. They took the opportunity to see Shinchan-themed decorations and hunt for available merchandise.
"I came here because I know FamilyMart is collaborating with my favorite cartoon, it's so funny!" said Vita, 27.
The phenomenon of collaboration between retailers and popular characters is considered to be one of the approaches that can attract the attention of various age groups.
In addition to targeting old fans who want to reminisce, this strategy also opens up opportunities to reach new consumers through a more interesting shopping experience.
FamilyMart Indonesia CEO, Wirry Tjandra, said the collaboration with Crayon Shinchan was presented as part of an effort to provide a pleasant experience for customers, continuing a similar collaboration previously carried out with Demon Slayer.
"This collaboration is certainly woven for fans wherever they are. After Demon Slayer last year, this time we collaborated with Crayon Shinchan. In addition to the funny character, I think everyone is familiar and likes Shinchan, the boy who always brings cheer,"
"Hopefully we can also provide a lot of cheer, consumers can be nostalgic, and provide satisfaction for all our customers," concluded Wirry Tjandra, CEO of FamilyMart Indonesia.
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