My brief
Kawaii Kiken Na are a Japanese company who manufacture designer toys (specialising in collectable urban vinyl). They have released several ranges of toys for the Japanese market and after seeing the popularity of these in the west they have decided to release a new range specifically for the UK. The toys are aimed at young adults with disposable income. They want a strong sense of company identity (as they are dealing with collectables) and culture (to appeal to the Japophiles) portrayed within the advertising campaign. The range they are releasing has a cute/innocent feel with some dark undertones (in line with other products they have released and products that are available on the market from other companies).
