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Parents Buy for Kids, End Up Keeping Them: SAMG’s Adult-Targeting Character Strategy

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Parents Buy for Kids, End Up Keeping Them: SAMG’s Adult-Targeting Character Strategy
Type	Other	Genre	Character/Licensing

Parents Buy for Kids, End Up Keeping Them :

SAMG’s Adult-Targeting Character Strategy

This article shows how SAMG Entertainment is transforming its hit IP into lifestyle goods that appeal to

both kids and adults—highlighting how Korean character IP can expand beyond fandom to daily-use

markets with high export potential.

♦ Character IP Breaks Age Barriers

• SAMG launched “Heartsroun Life” goods exclusively at GS25, featuring 17 types including memo pads,

stickers, and keychains

• Strategy targets 10-30s consumers, expanding beyond traditional children’s market to capture adult

lifestyle segments

♦ Multi-Channel Distribution Rollout

• Sales began across 1,000+ GS25 stores nationwide on Aug 28, with gradual expansion planned for

broader market reach

• Online sales launched Sept 15 via SAMG’s EmotionCastle Store, coupled with Instagram engagement

and direct fan communication

♦ Design-Forward Lifestyle Positioning

• Goods emphasize design and practicality over simple character merchandising, differentiating from

traditional kids' products

• Strategic shift positions IP as lifestyle brands spanning teens to adults rather than children-focused

merchandise

♦ Market Growth Fuels Expansion Plans

• Korea’s character IP market projected to reach KRW 16 trillion by 2025, with lifestyle goods driving

accessibility and growth

• SAMG aims to leverage “Catch! Teenieping” and other IP for comprehensive content company status

after KOSDAQ large-cap inclusion

Source

Asia Economy. (2025. 9. 15)

Source

Asia Economy