Tokyo, Japan (July 21, 2022) SQUARE ENIX CO., LTD. today announced the release of a variety of next-generation hobby products that combine digital and tangible elements. As its latest offerings in its trading card series “ART MUSEUM” and action figure series “BRING ARTS,” Square Enix will release innovative new products with digital features such as digital viewing and digital certificates of authenticity using blockchain technology.
For “BRING ARTS” see also: https://store.na.square-enix-games.com/en_US/product/764037/final-fantasy-vii-bring-arts-action-figure-cloud-strife-digital-plus-edition-action-figure
Features of the two new product lines in BRING ARTS and ART MUSEUM
Two new products announced today are collectible goods commemorating the 25th anniversary of FINAL FANTASY VII. New BRING ARTS works will include not only the release of a single edition tangible action figure, but also a Digital Plus edition that includes a digital version of the figure, allowing fans to view the item in real life and virtually on PCs and smart phones. Both editions will include a digital authenticity certificate, validating that it is a genuine Square Enix product.
New ART MUSEUM works are special trading card packs that contain traditional tangible cards bundled with one code that can be redeemed for a digital card of their choice.
For more information on the sales methods and distribution channels of both BRING ARTS and ART MUSEUM, please see the attached announcement “SQUARE ENIX UNVEILS SPECIAL EDITION FINAL FANTASY VII 25th ANNIVERSARY COLLECTIBLES AT SAN DIEGO COMIC-CON”.
Digital Transformation (DX) initiatives by Square Enix Japan’s Merchandising Division
The Square Enix Merchandising Division is responsible for planning and selling a variety of products based on the company’s popular intellectual properties. At the onset of the Covid-19 pandemic, the group began to focus more intently on electronic commerce and accelerated its plans to integrate digital technologies into its products. The quick pivot away from reliance upon live events allowed the Group’s merchandising business to successfully grow its sales, despite the challenges, maintaining an increase in income and profit for the third consecutive year, with operating income of 3.9 billion yen (up 77% YoY) and sales of 14 billion yen (up 49% YoY) in the Fiscal Year ended March 31, 2022.
While the company currently focuses the majority of its business on tangible products such as figurines and miscellaneous items, the new BRING ARTS and ARTS MUSEUM products are a part of its early growth into emerging areas of opportunity created by new technologies. In addition to providing consumers with another way to collect items, the company is using technology to safeguard against piracy and counterfeit products by providing them with a digital letter of authenticity for their BRING ARTS action figure collectibles. The document will prove the legitimacy of both the purchaser and the provider (the Company).
Square Enix is continuously pursuing new opportunities and striving to increase corporate value.