Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Written by Rhys Thomas

Posted 22.03.2019

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Sony Creative Products Inc. (SCP), has begun the year with a tasty treat for fans of Pignu: a special Pingu collaboration with women’s lifestyle magazine Lettuce Club. Lettuce Club is published by Kadokawa Corporation, a major name in lifestyle, fashion and entertainment magazines. 

SCP manages licensing in the Japanese market for the much-loved little animated penguin on behalf of rights owner Mattel.

In order to win one of a number of prizes, competition entrants were asked to come up with an original recipe themed around Pingu, his family and his friends, turn it into a tasty meal and send the recipe and a picture of their edible work of art to the magazine. But no cheating! Entrants had to use real food. Using a specially painted dish or adding sweets didn’t count!

Entrants were invited to tweet the recipe or post it to Instagram by using a dedicated hashtag, with the chance for the winner to see his or her recipe featured in Lettuce Club magazine, Lettuce Club news and Pingu’s official homepage. There were also special prizes of Pingu-themed goods for the best recipe ideas. And no doubt the readership of Lettuce Club, whose recipes are a popular feature of the magazine, have been trying some Pingu meal ideas for themselves!

The competition, which ran from late February to early March, is the latest in a number of collaborations and agreements that underline the appeal of the funny, happy world of Pingu and his friends and the success of the new, entirely Japanese-made-and-produced computer-animated TV series Pingu in the City.

Takeshi Nakamura, Global Business Group Licensing Manager, Sony Creative Products Inc., says: “This competition has captured the fun and charm of Pingu and his friends in a delightful and original way. It’s been wonderful to see how the readers of Lettuce Club have brought some of their favourite children’s characters to their specially designed meals.”

Other collaborations and promotions since the launch of the new series have included a Pingu-themed café in Shinjuku, a Pingu-themed shopping event in one of Japan’s best-known and biggest shopping malls in early 2018, and a Christmas collaboration with Sunshine Aquarium, a popular city aquarium in Tokyo.


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