Prestigious As to Debut New Brand Character on June 24 at International Baby & Kids Expo Summer

Prestigious As Co., Ltd. (Headquarters: Yamato City, Kanagawa Prefecture; Representative Director: Seiko Suzuki) will exhibit at the '18th International Baby & Kids Expo Summer,' held at Tokyo Big Sight from Wednesday, June 24 to Friday, June 26, 2026.

At this exhibition, the company will publicly unveil its upcoming new brand name and a new brand character symbolizing its brand universe for the first time.

The design of the new character involves a designer with long-standing experience in character development during their tenure at Sanrio Co., Ltd. The character is created to resonate with the daily lives of parenting families, aiming to make outings for parents and children more positive and uplifting. (Note: This character is an original brand character developed independently by our company and is not a collaborative project, supervised product, or licensed merchandise with Sanrio Co., Ltd.)

To date, the company has planned and sold mothers' bags designed to make parenting outings more comfortable. With this rebranding, the company aims to go beyond mere functionality, offering brand experiences that 'lighten the heart when carried' and 'make family outings a little more enjoyable.'

A Mothers' Bag Brand That Brings 'What Moms Wanted!' to Life

Prestigious As has listened closely to the voices of parenting mothers and fathers, planning and selling mothers' bags that combine ease of use with design appeal.

Parenting outings often involve carrying many items, so bags must offer high storage capacity, easy access, light weight, and comfortable wearability. At the same time, since these bags are used daily, designs that naturally fit into fashion styles and evoke positive emotions when carried are equally important.

With this rebranding, the company aims to value both 'functionality' and 'emotion,' striving to become a mothers' bag brand that will be loved by parenting generations for years to come.

First Public Debut of the New Brand Character

This brand character will serve as a symbol to convey the brand's universe and will be rolled out across various platforms, including the official website, social media, product packaging, exhibitions, and future promotional materials.

The character is designed to bring small moments of kindness and comfort to the busy daily lives of parents, aiming to be embraced not only by moms and dads but also by children.

The full reveal of the brand character will take place on Wednesday, June 24, 2026, at the company's exhibition booth at Tokyo Big Sight.

Exhibition Booth to Showcase the New Brand Universe

At the '18th International Baby & Kids Expo Summer,' the company will operate a booth where visitors can experience the new brand universe.

At the booth, attendees can handle mothers' bags firsthand to evaluate their storage capacity, usability, and design. Additionally, the company will introduce future brand developments and product planning alongside the unveiling of the new brand character.

The company welcomes inquiries from retailers, department stores, specialty shops, distributors, wholesalers, and baby product-related businesses regarding product distribution and collaborative projects.

Exhibition Overview

Event Name

Lifestyle Week [Summer] International Baby & Kids Expo

Dates

June 24 (Wed) – 26 (Fri), 2026

Venue

Tokyo Big Sight

Organizer

RX Japan LLC

Booth Number

L7-42

Exhibition Highlights

Hands-on experience with mothers' bag products, display of new items, unveiling of the new brand character's visuals and concept

Pre-registration for Attendance

• Pre-registration via the link above grants free admission. (Note: Normally, pre-registration after 5:00 PM on Friday, June 19 incurs a 5,000 JPY fee.)

• Pre-registration via the link above includes a 1,000 JPY meal voucher redeemable at the venue. (Available only to our clients)