Today, a character serves as one of the most powerful communication tools with which to convey a clear message from a company to its target audience, and differentiate its product from the competitors. This collection presents over 200 recent characters used in posters, catalogs, packages, in-store designs, T-shirts, key holders, and more. The book follows design concept, how a character is created according to the company’s marketing plan, each character’s statistics, such as place of birth, family, characteristics, hobby, etc., and is also described in the text so that readers can see how a character is defined and positioned for a particular promotion of a product or service. In addition, there are three brief case studies where the process of creating a character from scratch is featured, showing "brief idea," "rejected design," and the "adopted design" of a character as well as its application in the end. About 90% of the characters in the book are created in Japan, the most character-rich country in the world.