Accidentally, BOBDOG has been around for 30 years.

Well-known children's brand BOBDOG Bodbog

Celebrating its 30th anniversary

March 24

Bodbog (China) Children's Products Co., Ltd.

A celebratory ceremony was held in Shanghai.

and with Zhongsheng World Mall

Co-hosting the public-service themed event “Let’s Boost the World Together”

Ms. Takako Nagai, the brand’s original illustrator

Mr. Lin Qidong, Founder of Bodbog (China)

as well as the brand’s numerous partners from around the world

All attended to celebrate.

— Enthusiastic about charity, celebrating with love —

　　Bodbog celebrated its 30th anniversary with a charity event. At the event venue in Zhongsheng Mall, in addition to a diverse range of Bodbog products and popular Bodbog models among children, a 99-yuan painted white-model piggy bank was also launched. All proceeds from this piggy bank will be donated to the Maitian Education Foundation to support education for children in mountainous areas. Many parents and children enthusiastically contributed their kindness, creating a very lively atmosphere.

　　In addition, BOBDOG presented original artwork by Ms. Nagai to the Maitian Education Foundation. Known as “Mom” to the BOBDOG community, Ms. Nagai also took part in on-site painting workshops and autograph sessions, celebrating together with Chinese BOBDOG fans. According to reports, the “Together We Thrive the World” campaign will run until April 15, when a closing ceremony will be held. On that day, BOBDOG will announce the total charitable donations raised during the event and make the corresponding on-site donation.

▲ BOBDOG 30th Anniversary Exhibition Event

— The Birth of BOBDOG —

　　Ms. Nagai has been shaping BOBDOG for 30 years, with the character evolving continuously to reflect shifting aesthetic trends over time. She has also created numerous beloved side characters for BOBDOG, including BOBDOG’s girlfriend, Miss Cherry, and his close friend, Little One, among many other charming cartoon figures that children adore, thereby bringing the BOBDOG family to life in all its richness and vibrancy.

　　The host shared an amusing anecdote about BOBDOG’s birth on site:

　　In Japan in 1988, the streets were awash with cute little cat and bunny characters in pink and powder blue—styles that girls absolutely loved. But Ms. Nagai had no interest in such cuteness; she longed to design an image that could be brought to life through bold, black lines. Then one day, a brand client called her and asked, “Do you have any American-style boy characters?” Ms. Nagai knew the moment had arrived! That very evening, drawing on her past experience of owning a white puppy, she grabbed a black magic marker and sketched a large dog on a sheet of copy paper. The dog sported erect ears and an endearingly goofy, inquisitive expression—and thus, LITTLE BOBDOG was born.

— The Next Thirty Years Will Be Even More Fun —

　　The event venue was adorned with a towering 6-meter-tall “BOBDOG” sculpture, which served as the centerpiece of the “Let’s Light Up the World Together” illumination ceremony. BOBDOG believes that philanthropy thrives when every individual gets involved, and its brand ethos—“Let’s Play Together”—is rooted in the same spirit of sharing and collective responsibility. That’s why the ceremony wasn’t inaugurated by celebrities or corporate representatives; instead, all guests were invited to take out their smartphones, turn on their flashlight apps, and, amid cheers of “Three, two, one—let’s play together!,” shine their lights onto the BOBDOG sculpture, collectively ushering in the next exciting 30 years of fun!

　　Born in Japan and raised in China, BOBDOG has been woven into the childhood memories of Chinese children for the past 30 years, accompanying generations born in the 1980s, 1990s, and 2000s. Perhaps those little ones who once wore BOBDOG clothing and shoes and carried a BOBDOG backpack now have children of their own—yet one thing remains constant: BOBDOG’s unwavering companionship. What has changed, however, is that today BOBDOG’s world is even more expansive.

　　In 2017, BOBDOG welcomed a new leader: founder Mr. Lin Qidong handed over the reins to Mr. Wang Shiquan. Amid sweeping changes in the consumer market, BOBDOG transformed into a light-asset company, licensing multiple product categories to high-quality manufacturers. As the brand owner, BOBDOG is committed to helping its licensees build sales channels, develop their brands, conduct online marketing and advertising, cultivate media relationships, and more.

　　After 30 years of development, BOBDOG is no longer just a brand; it has become a powerful IP with broad appeal across age groups and a nostalgic charm. Moreover, this IP is still in a stage of urgent development. In addition to the classic Bodbog children’s clothing, footwear, and stationery lines that have already established BOBDOG’s reputation, the brand expanded into new categories in 2017, including balance bikes, personal care products, early childhood education, sleep aids, and rainwear and boots. From traditional brick-and-mortar and mall shopping scenarios to an integrated online-offline O2O model, BOBDOG has steadily enhanced the consumer shopping experience and diversified shopping contexts. Looking ahead, more imaginative and innovative product offerings will be the focus for BOBDOG over the next 30 years.

　　We hope that more and more children can grow up happily wearing BOBDOG kids’ clothing and shoes, enjoying BOBDOG candies, riding BOBDOG balance bikes, using BOBDOG skincare products, and watching BOBDOG children’s TV shows!