Fun in Bath, For Kids And Parents
I do not know how they manage to do it, but Bandai once again created a hit product, but this time, with their bath product line.
The product is called Bikkura Tamago, which could be translated
as “A surprise egg.” It is basically an egg-shaped bath powder, which
melts away with gas as you place it inside the bath water. But what
amazed us is that once it melts away you will find a small mascot
coming out. Bandai launched a few different series, but the big hit
happens to be the Anpanman: Anpanman is a superhero with an
unbeatable popularity among three-year-olds or below.
The concept of the egg is quite similar to Gatchapon, the vending
machines with toy capsules inside: You will never know which character
you will get until the egg melts completely.
The product is interesting as it is, but I believe the secret of
success lies in the fact that this is a bath product. Had this been
sold simply as a ‘melting egg’, it would not have had the same effect.
Japanese believe they love taking a long hot baths. According to the survey conducted by INAX:
- Majority of people take bath before they go to bed, throughout the year.
- Primary reason for taking bath is to keep oneself clean, followed by “to relax” (70.1%).
- 59.1% of married couples mentioned that it is nice to take bath together because “it is relaxing and can enjoy conversation.”
The
same survey revealed that people who take bath for the
longest time is girls in teens; their bath time exceeds 40 minutes.
And 15% of them take their mobile phones with them. No wonder,
when mobile TV became available through mobile phones, manufacturers
had to introduce waterproof phones. Imagine, it is eight o’clock in the evening, you know you have
a hot tab waiting for you and your favorite drama starting on TV.
There is no reason why NOT to take your phone and enjoy watching the
show. And perhaps, you might exchange messages between friends about
it, too.
Coming back to the Bikkura Tamago: The survey shows
that 61.7% of parents with children below 12 take bath together on weekdays, 68% on weekends. Bath is also a perfect
context for fathers, who tend to spend long time at work, away from
home, and needs to quickly make up for their lost time. A confined but
relaxing space provides the family a place for
relaxing communication. And I suppose a little egg could add an
additional fun.
Powdered bath now comes in different shapes and surprises inside. If you are looking for something quirky, go to Tokyu Hands
department store or Amazon Japan online; they offer not only animation characters but also some food plastiques, like sushi or tempura as surprising gifts.
Bandai: http://www.bandai.co.jp/top.html
INAX, press release on their survey data, in Japanese: http://www.inax.co.jp/company/news/2008/080_newsletter_1105_288.html
Amazon.co.jp, Onigiri bath powder: Click here
