Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Will they stop selling work clothes? The unexpected cause that raised concerns among Workman regular customers

Brand: Workman

Campaign: 2026 Autumn/Winter New Products Presentation for Extreme Weather Measures

Source: https://www.advertimes.com/20261011/article560188/

Goal: To expand the market by introducing casual clothing while strengthening core workwear offerings.

Media: Television ads and collaborations with IP such as Sanrio

Summary: Workman has shifted from a workwear specialist to a broader casual clothing market, introducing women's everyday wear and children's clothing. Although customers initially expressed concern about losing the workwear focus, the company has launched initiatives like 'WORKMAN Plus' and reinforced its workwear offerings while increasingly competing with larger apparel brands such as Uniqlo.

Global

LEGO Expands the World of Pokémon

Brand: LEGO

Campaign: LEGO Pokémon Expansion

Source: https://www.mam.cz/novinky/media-a-trh/2026-09/lego-rozsiruje-svet-pokemonu/

Goal: To expand the LEGO Pokémon product line with new sets featuring popular Pokémon characters.

Claim: The response to the LEGO Pokémon series has been extraordinary.

Summary: LEGO and The Pokémon Company International are expanding their LEGO Pokémon series with new sets featuring Rayquaza, Arcanine, and Munchlax. This follows the launch of the initial collection earlier this year, which included models of Venusaur, Charizard, and Blastoise, among others. The new sets emphasize various Pokémon characteristics and are available from August 1, 2026.

LEGO Pokémon product expansion toy sets