Trends in Japan - CScout Japan Blog » Love and Berry: Merchandise and Fashion Integration

Love and Berry: Merchandise and Fashion Integration

Written by: Michael Keferl on October 13, 2006 at 9:55 pm | In Technology & Gadget Trends |

As we discussed earlier this week, Love and Berry （ラブ and ベリ）is an arcade/collectibles game that has been a major hit for young girls for the past year and half. The game itself is quite simple, so today we’ll talk about where the real money comes from: Merchandise!

Sure, Love and Berry costs about one dollar for a single play, which gives the player one card for future games, but it doesn’t stop there. Love and Berry has become an entire image for young girls. To begin with, Love and Berry is expensive to have as a hobby, so Love and Berry accessories and cards are a way for young kids to show off. We talked to several girls this week about whether they play the game or not, and nearly every single one complained about how expensive it is. Of course, our young friends are not the “girly girls” L&B targets, so we doubt they’d be playing the game anyway.

L&B has a large line of accessories, school gear, toys, and fashion which (in our game center at least) are sold in a toy shop only a few meters away from where the game consoles are. Earlier this year there was a big push on wristbands that illuminated when the game was being played. Of course, marketing products like this for a game is not a new thing, but the fashion concept works perfectly because it’s the basis for the game itself. You can sell Pokemon cards, toys, games, and clothing, but try dressing like a Pokemon and you’ll look a little weird.

Love and Berry Merchandise

L&B’s fashion line is divided into groups: Love and Berry “Elegance”, “Sport”, “Natural”, and “Lovely” are organized much like the clothes selection in the game are, and allow players to do in real life exactly what they do in the game. New fashion cards are released for each season, as are new real-world fashions modeled from the game. There’s perhaps no better integration of fashion and gaming out there, because fashion and gaming with Love and Berry go hand in hand at all times. After dressing up her characters in cute outfits, what young girl wouldn’t want to do the same thing herself?

Our final installment explores the ultimate in merchandising in Japan, the upcoming DS game of Love and Berry and what it will mean for the future of convergence between home-gaming and game center gaming.

Tags: Fashion, gaming, Love and Berry
Category: Technology & Gadget Trends
Other categories: Marketing & Ad Trends, Fashion & Lifestyle Trends

20 Comments

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I ADORE LOVE AND BERRY THEIR THE BEST I SPENT ALL MY HOLLIDAY AND POCKET MONEY ON THE CARDS

Comment by wildchild — August 21, 2007 #
Hi! who ever owns that Love and Berry I’m begging you pls.give me all the dress cards and other things of Love and Berry hahaha plz.!? hahaha just kidding anywayzz I really do adore Love and Berry because it really or they really suits in my personality and also I really luv collecting their dress card! but the sad thing is when it’s my turn to play, the card vendo! is already empty because the other girls really luv it too so pls!? will u give me all the kinds of cards of luv and berry plzzzz!

Comment by Stephanie — August 22, 2007 #
Hi, I Want more Love & Berry information & News please contact me. I Live in Hong Kong than no Love & Berry toy.

Comment by Melody Cheung — December 19, 2007 #
hi, i’m going to Japan tomorrow, and I need to buy clothes for my kid. She wants love and berry shirts. Where can i find an LB Style Square in Tokyo?

Comment by jin — February 9, 2008 #
Is there any L & B product in your shop? i would like to buy more L & B products, pls kindly contact me, thanks!

Comment by Zuki — February 25, 2008 #
Please advise me where I can get Love and berry merchandise in Hong Kong

Comment by Gella — February 28, 2008 #
Hi, can you please tell me where can I buy L&B Merchandise? I mean online and ship internationaly? Do you sell L&B merchandise? Please HELP! Thanks.

Comment by Vivian — May 8, 2008 #
I want the Love and Berry magical time plus card.

Comment by Ashley — May 22, 2008 #
iwant the magical time plus card and the love and berry the love and berry na lalagyan

Comment by Angelina — June 2, 2008 #
i want the magical time plus card and the love and berry lalagyan

Comment by Angelina — June 2, 2008 #
Hi, my daughters are Love and berry fans, where can I buy L&B Merchandise? I also means the dresses too. Please help !!

Comment by Merrianty — June 20, 2008 #
hi, do u now where to buy love and berry english version of that arcade game???
my kid every day ask me “when mum want to buy love and berry ds??”
so plz help me….
i am form malaysia
plzzzz help me

Comment by natasha — June 22, 2008 #
Do they have the DS in english version? I’ve tried searching the web, it seems they only have it in Japan… but the Japan version of DS can’t read our cards right? My daughter is pestering me too! She has too many extra cards because there’s no other way to play the game except to go to the arcade!

I’m from Malaysia too.

Comment by Corrine — July 31, 2008 #
hi…Amy are u sale love and berry ds???

Comment by natasha — August 6, 2008 #
ewuee

Comment by anyewe8 — September 24, 2008 #
Hi, i do have the loveandberry card reader. and it does not read the english version card. do you have the japanese version card?

if you do have, please to tell me!

Comment by Svetlana — September 29, 2008 #
and oh, i’m from indonesia..

Comment by Svetlana — September 29, 2008 #
I am going to Tokyo in Oct, my sister ask me to buy some merchandise of L & B for my niece. But I’m sure about this game’s product and where is Tokyo I could get it? Please help me. Thanks

Comment by Maca — October 2, 2008 #
anyone have idea where to buy the Love and Berry stuff in Korea and Shanghai ?

Comment by cathy — October 20, 2008 #
Anyone have love and berry ds card, how much if purchase from japan and can it be easily be found

Comment by Aaron — October 26, 2008 #