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Startup Mokobara Debuts Naruto Backpack Collection at Bengaluru Comic Con Amidst Controversy

Indian startup Mokobara launched its Moko x Naruto Transit Backpack at the Bengaluru Comic Con event on January 18 amidst a controversy surrounding the company's production chain. Advertising and marketing influencers have accused the brand of "white-labeling" its products, sourcing generic products from manufacturers in China and marketing them as unique and Indian-made. While Mokobara hasn't publicly commented on the accusations, the company has taken the launch as an opportunity to take a jab at critics by offering a new discount code "WHITELABEL."

ANN reached out to Mokobara for comment for this story, but has not received a response as of press time.

Mokobara's website states that its products are ideated and designed in Bengaluru. The company is also transparent about part of its production line being in China.

That the company has moved forward with the Moko x Naruto launch despite the controversy, however, has left a sour taste in many consumers' mouths, while others have praised the company for what they say is another "bold" marketing move.

Financial news outlet livemint noted that the World Intellectual Property Organization (WIPO) website "lists Mokobara's registered designs," according to supporters of the brand. The WIPO website does list an "INTERNATIONAL REGISTRATION IN FORCE TRADEMARK" for Mokobara, but it does not list any product design "registration" accessible by visitors to the website.

The company's Comic Con booth was modelled after the Naruto manga's Ichiraku ramen shop. The displays for the backpacks included giant ramen bowls installed with lights.

Several Indian brands have acquired licenses for Naruto products in recent years. The Souled Store launched a line of fragrances based on the manga last November. The Indian startup launched its Naruto range of clothing in January 2023. French clothing brand Celio released its "Celio x Naruto" collaboration merchandise in India in October 2022. Danish clothing brand also stocks its Naruto collection in India. Mokobara is, however, the first Indian company that is not in the clothing or toy category to acquire a license for the property.

The Naruto franchise includes multiple television anime, anime films, and original video anime. The Naruto television anime aired from 2002 to 2007. The Naruto Shippūden anime sequel series premiered in 2007 and ended in 2017. The Boruto sequel manga inspired the television anime series Boruto: Naruto Next Generations that premiered in April 2017 and ended its first part in March 2023. Part II of the anime has been green-lit.

Four "brand-new" episodes of the original Naruto anime were slated to air in September 2023 to celebrate the franchise's 20th anniversary, but are delayed.

Source: Press release