Bearbrick gets girly and a little sexy for branding

Our little buddy Be@rbrick sure gets around. Last month we covered the popular Medicomcharacter’s promotion with 20th Century Fox and Pepsi Next. This month we find him (her?) teaming up with lingerie mega-brand Peach John.

The 7cm sexed-up character is available as a free gift to shopper who spend over ¥7,000 (or about the price of two bra and pants sets), while supplies last.

And while we hate to stoop so low as to call attention to Hollywood celebrities who make big bucks attaching their faces to Japanese products, yes, that is Fergie on the video screen.

Meanwhile, high-end department store Isetan is offering a Be@arbrick series in collaboration with fashion mega-mag CanCam that featured the now eponymous bear sporting favored CanCam clothing brands, such as Apuweiser-riche and Litira, for ¥1,575.

This just might make Be@rbrick the hardest working character in Japan, after Kitty Chan of course*