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Mugen Edamame spawns new breeds, lots of money

Sun, 2008-07-06 01:22 — tekro
Chinshu Hakken!? Mugen Edamame

Name: Chinshu Hakken!? Mugen Edamame
Category: novelty / toy
Price: JPY630
Release date in Japan: June 28, 2008

Remember the "Mugen Edamame" keychain/mobile phone fob from BANDAI, released barely over two months ago? (You should; it's for some reason the most-viewed gadget on this site.) The maker now has new varieties in stores: "Chinshu Hakken!? (Rare Breed Discovered!?) Mugen Edamame". It seems, says BANDAI, that the original green Mugen Edamame have married with other fruits and vegetables, producing "new breeds" in bright colors that reflect their heritage: Lemon Edamame, Sweet Potato Edamame, Carrot Edamame, and Mint Edamame (a rich blue).

This time around, BANDAI has six new faces readied for the beans, plus one "secret design". The "gadget" still does the same thing as the original: nothing. Give it a squeeze, and a little bean face pops out – a wee diversion for the stressed-out or the really easily amused. (It is cute, though, and oddly addictive, say owners.)

If the toy doesn't interest your serious sensibilities, the numbers might: BANDAI says it's reaching its 1 million unit sales goal for the Mugen Edamame in only two months, and with the help of the new "rare breeds'", expects to sell a total 1.5 million by September. At JPY630 a pop, that's JPY945 million – almost US$10 million – for a keychain! (BANDAI also reports that the beans' predecessor, a popping fake bubble wrap novelty called "Mugen Puchi-Puchi", has sold 2.5 million units at JPY819 each.)

More info: http://www.bandai.co.jp/releases/J2008062401.html
http://www.asovision.com/edamame/chinshu.html
Original Mugen Edamame:
http://www.tekronomicon.com/gadget/2008/04/mugen_edamame_provides_bean_p...
http://www.asovision.com/edamame/
Be sure to catch the movie too: http://www.asovision.com/edamame/movie.html

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