Sony is looking to create another big character brand, and Astro Bot could be replaced. Sony Creative Products is working on original characters with the goal of building a business that could eventually compete with companies like Sanrio, the company behind Hello Kitty. One of its main characters right now is Nemu the Night Owl Bear, he’s a character who worries so much about problems in the world that he can’t sleep. Nemu already has more than 1 million followers, and Sony wants its character business to reach around ¥10 billion, or more than $60 million, in annual sales by 2030.