熱爆日本的大贏家~ 妖怪手錶

論日本今年(2014)熱門商品的最大贏家，一定不能不提「妖怪手錶」/ 妖怪ウォッチ，它的電玩、漫畫、卡通、周邊商品和各式玩具等幾乎一整年供不應求，風靡老少，與18年前的「口袋怪獸」誕生時的熱鬧情形相較有過而不及。「妖怪手錶」的成功，有賴跨媒體多管道行銷奏效。若大家是喜愛日本流行文化的話, 你就一定要認識「妖怪手錶」

Yo-Kai Watch is a role-playing video game developed and published by Level-5. The original game was released for the Nintendo 3DS in Japan on July 11, 2013, with a set of sequels, Yo-Kai Watch 2: Ganso and Honke, released on July 10, 2014, and then an expanded version of the sequels Yo-Kai Watch 2: Shin'uchi on December 13, 2014. Two manga adaptations have been produced; a shōnen manga series that began serialization in Shogakukan's CoroCoro Comic from December 15, 2012, and a shōjo manga series that began serialization in Shogakukan's Ciao magazine from December 27, 2013. An anime television series produced by OLM, Inc. began airing in Japan from January 2014.

去年7月「妖怪手錶」推出，主要是搭配任天堂遊戲機的電玩軟體，同時發行漫畫。今年初，它的電視卡通開始在日本放映，進一步打開全國知名度，加上玩具手錶、插入手錶中使用的各式妖怪獎牌等周邊商品，一上市就供不應求~Level 5成立於1998年，以電玩軟體的設計和銷售為主。社長日野晃博運用跨界的合縱連橫策略，並做到徹底的前置和行銷調查，掌握消費者需求和動向，是其成功的要素。萬代南夢宮本月剛宣布上修業績，預估本會計年度光妖怪手錶相關銷售額就達400億日圓，是原本70億日圓預估值的5倍以上。

徹底做消費者研究，經常透過漫畫連載徵詢讀者希望有什麼樣的妖怪。目前的故事構想創意團隊核心成員5人中，就有2人是有小孩的媽媽，她們了解孩子的想法和需求，也提供第一手消費者報告給團隊，使故事內容吸引老少。過去近20年，日本動漫在國際上影響力最大的是「口袋怪獸」，根據日本經濟新聞的最新統計，「口袋怪獸」創造的經濟效應約有4.3兆日圓，其卡通在世界93國以上播放。妖怪手錶也正準開拓韓、台、港等亞洲及美國市場，能否創造另一個新的跨國超級文創長壽產品，今後正是驗證期。

A movie Yo-Kai Watch the Movie: The Secret is Created, Nyan! (映画 妖怪ウォッチ　誕生の秘密だニャン！ Eiga Yōkai Wotchi: Tanjō no Himitsu da Nyan!) was released in Japan on December 20, 2014.It had the highest grossing opening weekend of any Japanese film since at least 2000, making ¥1,628,893,000 (US$13.58 million).Dentsu Entertainment USA is currently seeking broadcast and merchandising partners in North America for the anime with based on the television and film library Streamline Pictures.