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01Get noticed

Ico-chan the Platypus

JR West

ICOCA

  • Transport & logistics
  • Products & packaging
  • Transport & outdoor media
  • Merchandise

Check the situation at the time of publication

YataLogic’s analysis

The key point of this case

Reach confectionery, souvenir and character fans beyond the railway audience.

From official information

Officially documented uses

  • Connects ICOCA guidance, station souvenirs and official merchandise along the same pathway.
  • Continues collaborative products featuring railway vehicles and confectionery brands.
See the official sources used ↓

Roles identified by YataLogic

The character’s job

Reach confectionery, souvenir and character fans beyond the railway audience.

Application ideas from YataLogic

How could another business apply this?

Create a single small-batch collaborative product with a nearby store or business partner.

Where is it used?

  • • Connects ICOCA guidance, station souvenirs and official merchandise along the same pathway.
  • • Continues collaborative products featuring railway vehicles and confectionery brands.

What could you measure?

These are example measures for your own application, not reported performance figures from the featured company.

  • New contacts
  • Advertising recognition
  • Correct brand identification
  • Character awareness

Sources

Source checked: 2026-09-01

Status documented in the source: Ongoing / limited-period initiative

Other roles of the same character

02Be remembered

Ico-chan the Platypus

JR West / ICOCA

Transport & logistics

YataLogic’s analysisCreate repeated encounters through everyday travel and payment, making service use itself a recurring touchpoint.

  • Transport & outdoor media
Explore the case

06Build familiarity

Ico-chan the Platypus

West Japan Railway Company

Transport & logistics

YataLogic’s analysisRepeated use of a transit card is complemented by an annual birthday celebration, anniversary events, collectibles and photo experiences.

  • Other
Explore the case

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YataLogic’s analysisTouchpoints extend beyond post offices into everyday notifications, homes, schools and railways.

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Karu-chan

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YataLogic’s analysisAn external intellectual property and users’ digital screens become new points of exposure.

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Consider your own business

What job could a character do for your business?

Found a relevant example? Identify your current challenge and the job you would like a character to do.

Explore a character’s role in 8 questionsDoes your company need a character in the first place?

Apply these ideas to your business

Together, we consider the character’s job based on your business, customers and use situations.

Talk to YataLogic

These cases do not prove effects caused by a character alone. Officially documented uses are presented separately from YataLogic’s analysis of their roles.

Names and trademarks belong to their respective owners. YataLogic has organized these applications from public information; inclusion does not imply a partnership or endorsement by any featured company or organization. Linked originals may be in Japanese or another language.

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