The company plans to open about 10 Moomin outlets mainly in large cities in the next five years. The Moomins are particularly popular in Japan, with several animated adaptations aired since the 1960s.

Rights and Brands Japan Co., which manages the merchandising rights of Moomin characters, said it took the step after criticism erupted online over DHC's marketing of Moomin-themed products.

A shop in Hong Kong selling Moomin character goods. (Photo courtesy of Rights & Brands Asia Ltd.)(Kyodo) TOKYO (Kyodo) -- Japanese trading house Itochu Corp. said Friday that its Hong Kong-based ...