RP’s Robby Robbit goes to China

As part of Steven Ching’s strategy to globally promote Robby Rabbit, the loveable cartoon character is making its debut next month in China, a few months after it was launched in the United States.

Filipino-created cartoon character, Robby Rabbit, made its maiden appearance offshore at the Licensing 2005 held in New York City last June. It was brought there by Moxie & Co. through the efforts of Click! Licensing Asia Inc.

Ching, who is the president and CEO of Characters Unlimited– a licensee of several Disney and Loony Toon characters– is the patent owner of Robby Rabbit.

In 1987, Ching founded his first trading company, Kenny Gift, in Sta. Cruz, Manila with only P20,000 "from scratch." Then Ching founded Statio Haus Center (now Creative Plus Inc.) which was precisely put up to address his desire to create his own brand.

With this in mind, Ching’s wife, Carol, sketched Robby Rabbit in 1988. When Ching and Carol went to the US in 1988 to visit Carol’s sister, they immediately registered and patented Robby Rabbit with the National Library of the US Congress in September 1998.

Ching then brought Robby Rabbit home to first make a dent in the local market through his own stores, Characters Unlimited.

He started selling Robby Rabbit items in the SM chain of department stores in 1989. "When SM saw our samples (of just three Robby Rabbit lines) they liked it instantly." SM’s support allowed Ching’s business to expand rapidly. At present, Robby Rabbit’s line include children’s bags, apparel and novelty items, lunch boxes, caps, mugs, stationery, towels, and other collectible items. Now Robby Rabbit is selling in all 24 outlets of SM nationwide.

Seeing the company’s bright prospects, Ching decided to put up stand alone stores of Characters Unlimited so that the company could display its wide range of merchandize.

To date, Characters Unlimited has 13 outlets carrying Sesame Street, Barbie, Snoopy, Barney, Pokemon, Mickey Mouse and Winnie the Pooh. But at the center of it all is Robby Rabbit.

Robby Rabbit started its licensing program in the Philippines in 2004.

Although Robby Rabbit items have ballooned in number, Ching still sees a lot of product lines that can be developed .

Characters Unlimited is strengthening its support for Robby Rabbit by organizing fun clubs and school tours.

"We should be very proud of Robby Rabbit because he is a Filipino creation," Ching said.

Click! is the leading marketing company specializing in brand management in Asia. It operates in the Philippines, Malaysia, Singapore, Indonesia, Thailand, Hong Kong, Taiwan and China.

Robby Rabbit’s friends include: Sparks (the smallest is a yellow butterfly. He is an expert flyer and Kewpee’s constant flying companion and mentor); Squiggle (artistic, fun loving and extremely friendly); Fritzi (petite, freckled lady bug who is the most stylish of the gang); Whissle (bee pal of Robby Rabbit who spends most of his time buzzing and flying); Kewpee (small, chubby young bird and is Robby’s best friend) and Squirmy (greenish worm who likes to learn new and exciting things from her buddies).

Robby is regarded as the most lovable rabbit because his motto is "good times are sharing with friends."

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Characters Unlimited
107 Tandang Sora St
EDSA, Monumento
Caloocan City
Phone : 3679890