Mike Melby Discusses Opanchu Usagi Licensing and Retail Strategy

At Anime Expo 2026, Mike Melby of Octas discussed the licensing and merchandising strategy for the character Opanchu Usagi. Melby explained that his agency partners with ITOCHU to manage global rights in the Americas and Europe, focusing on bringing Japanese pop culture brands to Western markets. He highlighted collaborations with retailers such as Hot Topic, noting their strong interest in trending Japanese merchandise.

Melby also addressed the character's recent integration into the Call of Duty universe, describing the DLC skins as a fun collaboration that aligns with the character's theme of misfortune. He emphasized that while the character is cute, her relatable struggles differentiate her from pristine kawaii icons like Sanrio characters. The discussion covered various product categories, including apparel, enamel pins, and upcoming plush items developed with partners like Max Limited and SK Japan.