Importing Character Merchandise
Interlink編集部What is Importing Character Goods
Importing character goods refers to transactions that import products using characters from anime, manga, movies, games, corporate mascots, etc., from overseas.
A wide range of products are covered including toys, miscellaneous goods, clothing, stationery, stickers, keychains, smartphone cases, bags, plush toys, figures, and more.
These products are closely related to intellectual property rights such as copyright, trademark rights, and design rights. Products without proper licensing or authorization from the rights holder could potentially be subject to import suspension as infringing intellectual property.
For character goods, not only the product itself but also packaging, tags, manuals, backing cards, promotional materials, product images, and logo displays may be targets for inspection.
This article organizes what should be checked before procurement, before import arrangements, at customs declaration, during customs inquiries, and during certification procedures from the perspective of freight forwarder practice.
Scope Covered in This Article
| Item | Content Covered in This Article | Content Covered in Other Articles |
|---|---|---|
| Basics of Character Goods | Import practices for products using characters from anime, manga, movies, games, corporate mascots, etc. | General product classifications such as miscellaneous goods, toys, clothing, and HS code confirmation are covered in the articles on product classification and pre-declaration checks. |
| Intellectual Property Risk | Risks related to import suspension involving copyrights, trademark rights, design rights, etc. | Legal judgments on intellectual property rights themselves and final decisions on rights infringement are matters for rights holders, experts, and customs procedures. |
| License Confirmation | Checking license agreements, usage permissions, official sales certificates, and procurement channels. | The legal validity of contracts and specialized interpretations of license scope are to be checked by importers, rights holders, and experts. |
| Checks at Customs | Product images, packaging, tags, rights holder markings, and seller information likely to be requested by customs or customs brokers. | Basic customs documents such as invoices, packing lists, B/L, AWB, etc., are covered in the pre-declaration check articles. |
| Certification Procedures | Practical handling of certification procedures, document submission, and response deadlines when suspected infringing goods are involved. | Legal claims in opinions and negotiations with rights holders during certification procedures are for importers and experts. |
| Freight Forwarder Response | Practical actions by freight forwarders such as collecting documents, coordinating with customs brokers, managing deadlines, and explaining cost risks. | The final decision on rights infringement, disposal, voluntary abandonment, and negotiations with rights holders is handled by the importer. |
| Small-Lot EC and Small Quantity Cargo | Points of caution when importing small quantities of character goods purchased from overseas EC sites or small-scale wholesalers. | Whether goods are for personal use or resale, and details of commercial flows and sales plans should be confirmed by the importer. |
| Costs and Holding Risks | Customs holds, storage fees, disposal costs, return possibilities, and impact on sales plans. | Specific calculations of storage fees, disposal costs, Demurrage, Detention, and other costs are covered in related articles. |
Common Problem Cases
Character goods imported from overseas EC sites, local markets, unknown manufacturers, individual sellers, and small-scale wholesalers tend to cause issues.
Even if sales pages state "genuine", "official", or "licensed product", this alone may not be sufficient explanation for customs in Japan.
Particular caution is needed for products with significantly low prices, unclear rights holder names, poor package quality, unnatural logos or character displays, or ambiguous seller information.
Explanations such as "It was normally sold overseas", "The seller said it was genuine", or "I thought it was fine because the quantity was small" may often be insufficient for explanations to customs or customs brokers.
| Common Procurement Types | Typical Issues | Customs Impact | Direction for Confirmation |
|---|---|---|---|
| Procurement from Overseas EC Sites | Seller information and licensing source unclear | May be requested to explain if the product is genuine. | Confirm supplier information, sales page, and official sales certification. |
| Procurement from Local Markets or Stalls | Difficult to verify legitimate distribution channels | Suspicions of counterfeit or unauthorized products are likely. | Check not only receipts but also legitimacy of the seller. |
| OEM-style Products from Unknown Manufacturers | Ownership of character display rights unclear | Product body and packaging display will be subject to inspection. | Verify usage permissions, rights holder names, and scope of manufacturing authorization. |
| Procurement from Small-Scale Wholesalers | Unclear if authorized dealers or secondary distribution | Explanation of legitimate distribution channels may be required. | Confirm official sales certificates, procurement routes, and dealer relationships. |
| Procurement from Individual Sellers | Unclear if seller has permission from rights holder | Explanation may be difficult for imports intended for resale. | Confirm authority of seller and importer’s sales rights. |
| Products with Significantly Low Prices | Suspicions of counterfeit, surplus, or unauthorized products | Could lead to customs inquiries or certification procedures. | Confirm reasonableness of purchase price, product photos, and supporting documents. |
| Products with Low-Quality Packaging | Unnatural logos, printing, tags, or rights holder markings | Could strengthen suspicion of intellectual property infringement goods. | Check photos of the product body, outer box, tags, and labels. |
| Products with Restricted Sales Regions | Even if legally sold abroad, import and resale in Japan may not be permitted | Authority to sell in Japan may become an issue. | Check license contract sales regions and import resale permissions. |
Points Checked at Customs
For the import of character goods, it is important whether the product has an official license or has obtained permission from the rights holder.
Points frequently checked by customs and customs brokers include the characters, logos, titles of works, brand names, sellers, procurement routes, license markings, and proof of authorized sales used on the items.
Not only the product itself, but also packaging, tags, instructions, backing cards, promotional materials, and images used on sales pages after import may also be subject to verification.
| Item to Check | Details Checked | Commonly Missing Documents | Notes |
|---|---|---|---|
| Product Itself | Display of characters, logos, work titles, brand names | Product photos showing front, back, and tags | Even small displays may be central to the product’s value. |
| Packaging | Rights holder marking, license marking, authenticity indication, sales region indication | Photos of outer boxes, backing cards, tags | Not only the product but also the outer packaging is subject to verification. |
| Supplier Information | Whether the seller, wholesaler, manufacturer, or agency is an authorized dealer | Supplier company information, sales pages, transaction records | Seller’s claim of authenticity alone may not be sufficient. |
| License Documents | Permission for use, sales permission, import and sales authorization from rights holder | License agreements, permission letters, proof of authorized sales | It should be confirmed whether import and sales for Japan are included. |
| Planned Sales | Whether the item will be sold after import, used for display, or for personal use | Sales plans, e-commerce sales pages, purchase orders | Verification of rights is more important if the item is intended for sale. |
| Product Images | Rights status of images used for sales pages or advertisements | Sales pages, product images, promotional materials | Use of images as well as the product itself could become an issue. |
Even if a character is displayed only in a small size, if that character is central to the product's value, rights verification becomes important.
Import Suspension and Certification Procedures
If customs determines that there is a risk the goods may infringe intellectual property rights, a certification procedure may be initiated.
The certification procedure is a process for customs to determine whether suspect goods found during inspection constitute intellectual property rights infringing items.
When the certification procedure begins, the importer is notified and required to submit opinions and evidence within a specified deadline.
| Stage | Main Content | Importer’s Required Action | Notes |
|---|---|---|---|
| Discovery of Suspected Infringement | Customs identifies cargo suspected of infringing intellectual property rights | Confirm product details, supplier, and rights status. | Customs clearance is halted; storage fees and deadline management become necessary. |
| Start of Certification Procedure | Customs notifies importer of commencement of procedure | Check notification details and response deadlines. | Meeting deadlines is critical. |
| Submission of Opinions and Evidence | Importer submits documentation demonstrating goods are not infringing | Prepare license agreements, permission letters, proof of authorized sales, etc. | Sales pages alone may not serve as sufficient evidence. |
| Customs Decision | Customs assesses submitted documents to determine infringement status | Respond to requests for additional documents or explanations. | Freight forwarders and customs brokers do not make the final decision. |
| Certified as Non-Infringing | Possibility to proceed with import approval | Resume customs clearance, cargo release, and delivery. | Check for other customs clearance issues. |
| Certified as Infringing | Process proceeds toward non-allowance of import | Consider disposal, voluntary abandonment, consent from rights holder, or corrective measures. | Review costs, storage fees, and impact on sales plans. |
While freight forwarders and customs brokers are not in a position to make final determinations on rights infringement, if customs inquiries or certification procedures begin, they need to promptly collect necessary documents from the importer and coordinate with the customs broker.
Practical Workflow
| Stage | Main Confirmation Items | Common Causes of Delays | Practical Responses |
|---|---|---|---|
| Before Procurement | Whether it is officially licensed, whether the seller is reliable, whether permission from rights holder exists | Relying solely on overseas e-commerce seller’s claim of authenticity | Pre-check supplier information, license documents, and sales regions. |
| Before Import Arrangements | Product images, packaging, tags, license markings, supplier information | Shipper has only product images or sales pages | Request permission letters, proof of authorized sales, and product photos. |
| At Customs Declaration | Product name, intended use, planned sales, supplier, license documents | Lack of documents showing character usage rights | Share information with customs broker early and confirm required documents. |
| During Customs Inquiry | License agreement, permission letter, proof of authorized sales, purchase documents | Documents only in foreign language and no timely Japanese explanation | Request importer to provide translation and supplementary explanations. |
| Start of Certification Procedure | Whether importer submits opinions and evidence within deadline | No contact with importer and approaching deadline | Manage deadlines, required documents, and communicate with customs broker. |
| If Determined to be Infringing | Disposal, voluntary abandonment, rights holder consent, corrective action | Storage fees, disposal costs, return feasibility, impact on sales plan | Organize costs and procedure status as importer’s decision items. |
Required Documents
If confirmed by customs, the following types of documents may be requested:
| Documents | Main Role | Contents to Be Verified | Points of Caution |
|---|---|---|---|
| License Agreement | Shows that product commercialization and sales permission have been obtained from the rights holder | Target character, target products, sales region, contracting parties | Confirm if import and sales for Japan are included. |
| Usage Permission Letter | Explains permission for using characters or logos | Scope of use, period, region, target products | Confirm whether it includes only manufacturing permission or also sales permission. |
| Authorized Sales Certificate | Explains that the supplier belongs to the authorized distribution channel | Authorized dealer, authorized wholesaler, sales authority | Seller’s self-declaration alone may be insufficient. |
| Certificate from Rights Holder or Authorized Dealer | Indicates confirmation from the rights holder side | Product name, sales region, importer, target quantity | Confirm that the certificate corresponds to the relevant cargo. |
| Supplier Information | Explains the source of procurement | Seller name, location, transaction history, order information | Screenshots from overseas EC sites alone may be insufficient. |
| Invoice | Shows transaction details, quantities, amounts, seller, buyer | Product name, quantity, price, supplier, importer | Product names alone do not prove rights relationships. |
| Product Catalog / Sales Page | Indicates product contents and display details | Character display, rights holder display, seller explanations | Useful for product content confirmation but may not prove permission by the rights holder. |
| Product Images / Package Photos | Confirms product body, tags, backing cards, logo displays | Rights holder markings, quality, logos, character usage status | Check the product itself, outer box, tags, instructions, and backing cards. |
These documents are used not just to show that the product "seems authentic" but to explain that the importer has legitimate authority to import and sell the product in Japan.
License agreements and usage permission letters demonstrate that permission for product commercialization and sales was granted by the rights holder. Authorized sales certificates explain that the supplier belongs to the legitimate distribution route.
Product catalogs and sales pages help confirm product details but alone do not necessarily prove permission from the rights holder. It is necessary to verify seller information, rights holder markings, license displays, sales regions, and import and sales authority collectively.
Handling in Freight Forwarder Practice
Freight forwarders are not positioned to determine whether copyright or trademark infringements have occurred.
However, for cargo identified as character goods, freight forwarders need to pre-check with the shipper whether the items are legitimately licensed products or whether import and sales authorization exists and if the necessary documents can be prepared.
If problems arise during customs clearance, the freight forwarder collects documents from the shipper and promptly coordinates with the customs broker.
| Scenario | What Freight Forwarders Can Do | What Freight Forwarders Cannot Determine Alone | Matters to Coordinate with Importers and Customs Brokers |
|---|---|---|---|
| Before Import Arrangement | Identify character products and prompt document preparation | Final judgment on whether the products are legitimate licensed items | Confirm license documents and supplier information with the importer. |
| Before Customs Declaration | Share product images, package photos, and procurement documents with the customs broker | Judgment on whether rights infringement occurred | Consult in advance with the customs broker and confirm required documents. |
| At Customs Inquiry | Collect documents from the importer and provide them to the customs broker | Legal claims or definitive decisions on rights at customs | Request explanatory documents, certificates, and translations from the importer. |
| At Start of Certification Process | Inform the importer of notices, response deadlines, and required documents | Judgment on content of opinion statements or submission strategy | Encourage the importer, customs broker, and if needed, experts to review. |
| While On Hold | Organize storage fees, suspension of cargo release, and delivery schedule impacts | Decision whether to proceed with import, abandon, or dispose of goods | Share costs incurred and deadlines with the importer. |
| If Found to be Infringing | Organize procedural status, costs, practical info on return or disposal | Negotiations with rights holders, voluntary abandonment, disposal decisions | Confirm practical responses with customs brokers based on importer decisions. |
However, submitting opinion statements in certification procedures or negotiating with rights holders is generally the importer’s responsibility. Freight forwarders should avoid explaining rights relationships or conclusively stating that no infringement has occurred on behalf of the importer.
The freight forwarder’s role lies in fact-finding, document collection, coordination with customs brokers, deadline management, and explaining risk of incurred costs.
4-Column Judgment Checklist
| Verification Stage | Party to Verify With | Verification Items | Actions if Issues Are Found |
|---|---|---|---|
| Before Procurement | Importer, Supplier | Whether it is a legitimate licensed product and whether the supplier is an authorized seller | Check license documents, proof of authorized sales, and procurement routes. |
| Before Import Arrangement | Importer, Overseas Seller | Product images, packaging, tags, rights holder markings, sales region | Obtain photos not only of the product itself but also of packaging, backing cards, and tags. |
| Before Customs Declaration | Importer, Customs Broker | Product name, usage, planned sales, presence of license documents | Consult with the customs broker in advance and confirm necessary documents. |
| During Customs Inquiry | Importer, Customs Broker | License agreements, usage permits, proof of authorized sales, procurement evidence | Organize documents that can be submitted within the deadline. |
| If Documents Are in a Foreign Language | Importer, Overseas Seller, Experts if needed | Import and sales authority for Japan, sales regions, scope of authorization | Prepare translations and supplementary explanations. |
| At the Start of Certification Procedures | Importer, Customs Broker | Notification contents, deadlines for answers, submission materials, policy for submitting opinions | Manage deadlines as an importer decision matter. |
| If Continuing Importation Is Difficult | Importer, Customs Broker | Voluntary abandonment, disposal, rights holder consent, possibility of corrective measures | Organize costs, deadlines, and impact on sales plans. |
| When Requested by Forwarder to Explain | Importer, Customs Broker | Scope that the forwarder can or cannot determine | Do not make definitive judgments on rights infringement; focus on sharing documents and managing deadlines. |
Common Practical Problem Cases
| Case | Likely Cause | Impact in Actual Practice | Response Direction |
|---|---|---|---|
| Products purchased in small quantities from overseas EC sites | Failure to confirm whether the seller is authorized | May lead to customs inquiries or clearance holds. | Confirm not only sales pages but also supplier information and proof of authorized sales. |
| Only “official” sales pages exist | Blindly trusting the sales page’s display | May be unable to prove rights holder’s authorization. | Check license agreements and usage permissions. |
| Character goods with significantly low prices | Possibility of counterfeit products, surplus items, or unauthorized goods | More likely to be suspected as intellectual property infringement items. | Verify procurement routes, sellers, and legitimate distribution documents. |
| No rights holder markings on packaging | Lack of legitimate product or license markings | Check applies not only to the product itself but also to the packaging. | Obtain photos of product, tags, backing cards, and outer boxes. |
| License contracts only in a foreign language | Unable to explain the scope of authorization or sales region in Japanese | May delay responses during customs inquiries. | Make sure to explain import and sales authority for Japan. |
| Manufacturing license granted but sales license unclear | Confusing manufacturing rights with sales rights | Import and sales authority in Japan may be problematic. | Confirm contract scope, target regions, and target products. |
| Forwarder asked to assure “no problem” | Shipper does not have rights documentation | Forwarder may exceed authority to judge rights issues. | Do not make definitive rights judgments; focus on document collection and coordination with customs brokers. |
| Contact with importer is lost during certification process | Small-volume importers or EC sellers are unprepared | Risk of missing deadlines and import refusal. | Urgently share deadlines, necessary documents, and cost risks. |
Practical Scenario 1: Customs Inquiry during Small-Volume EC Imports
There are cases where an importer procures small quantities of anime character keychains or stickers from overseas EC sites to sell within Japan.
At customs clearance, customs may inquire whether the products are legitimately licensed. The importer may only have screenshots of the sales page and be unable to submit license agreements or proof of authorized sales.
In such cases, the customs broker will request the importer to submit documents, and the forwarder will expedite contact with the importer. However, if the importer can only explain that the products were “normally sold on the overseas site,” customs clearance may be halted, resulting in storage fees and problems with deadlines.
Even for small-quantity shipments, confirming rights before procurement is crucial when dealing with character products for sales.
Practical Scenario 2: License Documents Only in a Foreign Language
When importing character goods from overseas manufacturers, license agreements in English or Chinese are sometimes submitted by the manufacturer.
However, the documents may be unclear regarding whether they authorize sales for Japan, only specific regions, manufacturing rights only, or include export sales rights.
During customs inquiries or certification procedures, it may be necessary to explain the document contents in Japanese. Preparing translations or supplementary explanations can take time and may cause responses to miss deadlines.
Therefore, importers should not simply rely on having received contracts or permits; they need to confirm in advance that the documents clearly show import and sales authority for Japan.
Practical Scenario 3: Forwarder Asked to Provide a Response
When customs inquire about the rights related to character products, shippers sometimes request the forwarder to explain that “there is no problem.”
However, the forwarder is not the rights holder nor a party to the license agreement. The forwarder cannot definitively determine whether rights infringement exists.
In these cases, the forwarder should relay materials submitted by the importer to the customs broker and obtain supplementary explanations from the importer as needed.
The content of the opinion statement, confirmation with the rights holder, and decisions on disposal or voluntary abandonment should be made by the importer themselves. The freight forwarder explains deadlines, storage charges, customs hold, and cargo detention risks, organizing communication based on the factual situation.
Practical Scenario 4: Authentic products overseas but unclear sales authorization for Japan
Even if character goods are purchased from an authorized overseas dealer, it does not necessarily mean there is authorization to import and sell them in Japan.
Products authorized for sale domestically overseas may have restricted sales territories or another agent may hold the sales rights for Japan. In such cases, the authenticity of the product and the authority to import and sell in Japan are separate issues.
As a response, review the license agreement, proof of authorized sale, sales regions, and the importer’s sales authority. It is important to confirm not only that the webpage states the product is authentic, but also whether sales destined for Japan are authorized.
Practical Scenario 5: Unnatural labeling on packaging and product body
The product body bears a famous character’s print, but the packaging or tags lack any rights holder markings, license labels, or manufacturer information.
In this case, the target for verification includes not only the product body but also the outer box, tags, backing card, and instruction manuals. If printing quality, logo shape, character name, or rights holder markings appear unnatural, there may be suspicion of counterfeit or unauthorized goods.
The response is to obtain photos of the product body, outer box, tags, backing card, and instruction manual, and confirm the supply chain and license documents with the importer. Share the product images and rights documentation together with the customs broker.
Practical Scenario 6: Considering disposal or voluntary abandonment during certification procedures
If certification procedures begin and the importer cannot submit sufficient license documents, continuing importation may become difficult.
In that case, the importer needs to decide whether to submit an opinion letter and continue importation, consider voluntary abandonment or disposal, or assess the possibility of obtaining a consent letter from the rights holder.
The freight forwarder should not judge the presence or absence of rights infringement on behalf of the importer, but should explain and organize information about storage charges, disposal costs, response deadlines, cargo detention, and impacts on sales plans. The decision must be made by the importer themselves.
Costs and Decisions When Import Detention Occurs
If customs stops clearance due to the possibility that character goods infringe intellectual property, the cargo will be held in a detention state.
During this time, storage fees, inspection attendance fees, document preparation costs, translation expenses, disposal fees, and fees for confirming the possibility of return shipment may become issues.
| Cost / Decision Item | Typical Situation | Importer’s Decision Points | Freight Forwarder Response |
|---|---|---|---|
| Storage charges | When customs hold or certification procedures are prolonged | Whether to continue importation or consider abandonment/disposal | Share the start date of storage fees and forecast amounts. |
| Translation costs | When submitting foreign-language contracts or authorizations | Whether to prepare translations or supplementary explanations | Encourage timely collection of materials for submission within deadlines. |
| Disposal costs | When import is judged impossible | Whether to choose voluntary abandonment or disposal | Confirm disposal procedures and operational practice with the customs broker. |
| Return shipment feasibility | When wanting to return non-importable goods overseas | Whether return is possible and who bears costs | Confirm practical feasibility with customs brokers and carriers. |
| Impact on sales plan | When unable to meet scheduled sales or EC launch dates | Options for sales delay, cancellation, or substitute products | Share forecasts of customs hold with the importer. |
| Obtaining rights holder consent | When there is a possibility of gaining importer authorization from rights holder | Whether to contact rights holder or consult specialists | The freight forwarder is not the negotiation lead and coordinates information with the customs broker. |
If the certification process results in import denial, the importer will need to consider voluntary abandonment, disposal, obtaining a consent letter from the rights holder, or corrective actions.
These decisions are made by considering the product value, quantity, sales plan, storage charges, legal risks, and the feasibility of rights holder cooperation.
Freight forwarders and customs brokers are not in a position to judge rights matters on behalf of importers, but instead organize and communicate the procedural status, deadlines, and potential costs.
Common Misunderstandings
| Common Misunderstandings | Actual Considerations | Practical Points to Note |
|---|---|---|
| If it is normally sold overseas, import is allowed | The fact that a product is sold overseas does not necessarily mean it can be imported and sold in Japan. | Confirm the import and sales rights for the Japanese market. |
| It is enough if the sales page states it is an authentic product | A sales page description alone may not prove the consent of the rights holder. | Verify license agreements and authentic sales certifications. |
| Small quantities will not cause issues | Even small quantities of character products intended for sale may be subject to rights verification. | Confirm rights even for small-lot EC imports. |
| Products can be imported and sold if they are genuine | Even genuine products may have separate issues regarding sales rights for Japan. | Check sales territories, import and sales rights, and authorized distribution channels. |
| Only the main product needs to be checked | Packaging, tags, backing cards, manuals, and promotional materials may also be relevant. | Obtain photos of exterior packaging and any labeling. |
| The freight forwarder's assurance that there are no issues is sufficient | Freight forwarders are not in a position to judge the existence of rights infringement. | Focus on collecting documentation, coordinating with customs brokers, and managing deadlines. |
| If license documents exist, customs clearance is guaranteed | Documents must correspond to the product, sales region, importer, and time period. | Confirm the documents cover import and sales to Japan. |
| Leave certification procedures entirely to customs brokers | The importer must decide on submitting opinions and evidence. | Ensure the importer can make decisions within deadlines. |
Practical Points to Note
Character products are often imported as small-lot cargo or for EC sales, which can result in rights verification being delayed.
However, even small quantities imported for sales purposes may be judged as intellectual property rights infringement items.
Importers need to confirm in advance whether the supplier is an authorized seller, if the license includes sales rights for Japan, and whether there are any unnatural markings on the product itself, packaging, or tags.
If a freight forwarder identifies character products, they should encourage the shipper to verify rights before customs clearance, and share concerns promptly with the customs broker if doubts arise.
It is especially risky to judge authenticity based only on sales pages, product photos, or verbal explanations from overseas sellers. Importers should prepare documentation that demonstrates their rights to import and sell in Japan.
Summary
For character product imports, "usage rights" and "import and sales rights" are more important than the product itself.
Even if a product is sold overseas, it does not automatically mean there is a legitimate right to import and sell it in Japan.
If issues arise during customs clearance, license agreements, permission letters, authentic sales certificates, supplier information, product images, and packaging photos should be organized and submitted within deadlines.
Freight forwarders are not responsible for judging the existence of rights infringement; their role is to confirm with the shipper, collect documents, coordinate with customs brokers, manage deadlines, and explain cost risks.
Importing character products involves overlapping considerations of intellectual property rights, customs, sales planning, storage fees, and disposal risks. Rights verification before procurement is the most important preventive measure.
