Nissan to Become Main Sponsor of Long-running "Sazae-san" Anime

Tokyo, Jan. 31 (Jiji Press)--Nissan Motor Co. <7201> will take up the main sponsorship of popular Japanese television anime "Sazae-san," informed sources told Jiji Press on Wednesday. In November last year, struggling electronics and machinery maker Toshiba Corp. <6502> announced plans to quit as the main sponsor of the Fuji Television Network Inc. cartoon show at the end of March this year, as part of its business restructuring. The broadcaster has since been searching for new sponsors. After Toshiba's departure, about 10 companies are expected to sponsor the Sunday evening program. They will include new sponsors such as online retailer Amazon Japan G.K., baby goods retailer Nishimatsuya Chain Co. <7545> and home builder Daiwa House Industry Co. <1925>. Toshiba has been the main sponsor of the Sazae-san TV series, recognized as the longest-running animated television series by Guinness World Records, since it started in 1969. Toshiba ran into financial difficulties mainly due to huge losses from its U.S. nuclear plant operations. It decided to end the sponsorship, as advertising slots targeting general consumers became less attractive after the sale of its white goods business to a Chinese firm. <4676> END