1. **Some info omitted to preserve confidentiality**
2014 Retail Area Findings
As of December 2, 2014
Compiled by Joachim Custodio
Convention attendees go to spend, especially on exclusives and pre-street items.
• XX% of attendees list “buy stuff” as a primary motivation to attend a con1
• “Many manga/anime/comic fans come to cons to shop.” – Hiromi P., AX14 Survey
• Anime and pop-culture conventions ranked #X at XX% for where fans go to buy items2
• Exclusives Sell Out:
o CC14: HELLO KITTY HELLO 40 (X copies) - $50 ea.; NARUTO Figure (X figures) - $150 ea.
o OTA14: SAILOR MOON Shirts (X shirts) - $15 ea.
• Pre-Street Items Sell Out:
o AX14: MONSTER Perfect Edition (X copies) - $20 ea.
o NYCC14: PRINCESS MONONOKE: THE FIRST STORY (X copies) - $35 ea.; ALL YOU
NEED IS KILL (X copies) - $15 ea.
The retail area and booth serve as an advertising vehicle and creates brand awareness.
• “[The retail area] created its own brand recognition – people may not always know of VIZ Media, but
they knew Sailor Moon, Naruto, Death Note, etc.” – Laura, NYCC14 Survey
• “The bags are useful to attendees and good marketing for us when they carry them around.” –
Bryce, NYCC14 Survey
• The retail area attracts attendees that would not normally visit VIZ Media
• The NARUTO SHIPPUDEN figure at CC14 and on the exclusives listing attracted people to the
booth (high-end figure collectors, casual Naruto fans, exclusives hunters)
• The HELLO KITTY wall and exclusive attracted people that would not normally visit VIZ Media
(general Sanrio fans, exclusives hunters)
The retail area should cater to each show’s audience.
• Bring the right mix of items
• Pop Culture vs. Anime Shows
o K Blind Box - AX14: Sold X of 161 vs. NYCC14: Sold X of 159
• Appeal vs. Utility: Make sure the product fits the property
o Fans associate DORAEMON with “cute”
o NYCC14: DORAEMON Figure Sold Out (24) vs. DORAEMON Buckle Down Belt – Sold X of
36
• Product Knowledge
o “The product knowledge and company awareness is less in NYC.” – Allen, NYCC14 Survey
o NYCC14: RESIDENT EVIL – Sold Out (60 Copies) vs. KISS OF THE ROSE PRINCESS Vol.
1 – Sold X of 60
• Consumer spending varies from show to show
o CC14: HELLO KITTY HELLO 40 ($50) – Sold Out (89 Copies) vs. NYCC14: VOLTRON:
FROM DAYS OF LONG AGO ($50) – Sold X of 156
o CC14: NARUTO SHIPPUDEN Figure ($150) – Sold Out (148)
o CC14: RANMA Set 1 ($44 ea.) – Sold Out (73) vs. NYCC14: RANMA Set 3 ($44 ea.) Sold
Out (13)
1
Eventbrite: “Fandom Conventions: Behind the Mask,” June 2014
2
VIZ Media Animation Team: Winter 2014 Survey