NANITY 70 ❤ (Nanity Seven-oh Heart) is a character based on a sexy and cute bat. NANITY is the princess of the Bat Kingdom somewhere far off. She’s 4 years old, but in the Bat Kingdom, 4 in bat years is equivalent to 18 in human years so she has the attitude of a teenager. Full of curiosity, she’s always saying “Nani, Nani?” or “What’s this?” “What’s that?” or “So what?” and flies away whenever she finds something interesting. Even though bats usually just fly around at night, NANITY is so energetic she flies around all the time. Find her flying around you looking for adventures!
CONCEPT
NANITY 70 ❤ is sexy, cheerful and cute, and embodies the Japanese young girls trend of being “KOAKUMA,” meaning “vixen” (literally “little devil”) who attract others by their coquettish appeal.
“70 ❤” is a symbolic number that makes everyone happy. Just put on an item with NANITY 70 ❤, and your seven wishes will come true!
TARGET
Apparel and related items for young women and teenage girls.
STATUS
Japan’s most prominent TV producer / cultural commentator Terry Itoh created NANITY 70 ❤. He was inspired by the fads and trends of girls on fashion magazines. The whole process of creating and marketing NANITY has been recorded on film, which will be released as a documentary movie in Japan in September 2010. Promotional programs will air on Bee TV, a highly acclaimed TV channel on DoCoMo mobile phones (Japan’s most popular mobile carrier). NANITY 70 ❤ has set the TV and radio industries abuzz, and with Terry Itoh wearing Nanity regularly on TV she is getting massive exposure. She is fast on her way to becoming a sensation across Japan and the world!
NANITY FAMILY
• MUKUDON : At the ripe old age of 432, this butler bat has worked for the Nanity Dynasty for generations. Being a typical nocturnal bat, he has a hard time taking care of Nanity, who flies around during the daylight hours as well. He hopes one day to find the perfect husband for Nanity.
• DAD NANITY: The king of Bat Kingdom and Nanity’s father. He’s always worried about his curious daughter, Nanity. Although he normally acts with a magnanimous air, he’s in fact kind at heart and quite a worrier. He has a habit of brushing his mustache whenever he’s anxious.
• MOM NANITY: The queen of Bat Kingdom and Nanity’s mother. She looks gentle and kind, but she’s actually more courageous at heart than Dad Nanity. She always listens to Nanity and understands what she has to say.
Hello Works
The concept of Nanity 70 ❤ did not come about overnight. Terry searched far and wide for the perfect set of girls who could help him tap into the creative zeitgeist that is Tokyo teen culture. The five young women Terry chose were:
Ai Sugiura
Hisayo Inamori
Seara Kojyo
Mai Masaki
Shion Miyawaki
These five Shibuya Divas operate under the moniker “Hello Works.” The five young women embody the coquettish and sassy style that Nanity 70 ❤ is all about. They assisted in the creation, design, research and promotion of Nanity 70 ❤. In addition to being familiar faces in the teen fashion magazines of Japan, the girls are also singers for Avex, Japan’s most powerful music production office. In order to promote Nanity, the girls have been doing dance routines in Harajuku and other vogue spots of Japan. Check out the antics, thoughts and adventures of the Hello Works girls here: