Monitoring Sega news over the years has thrown up a veritable smorgasbord of delights, often tinged with more than a little comedy, and today is no exception.

The firm has announced a major new franchise carrying the name My Spring Bear – a Sanrio-a-like character that will appeal to a younger female audience.

My Spring Bear will see games, toys, sweets, coin-operated amusements and other merchandise released in Japan this summer. No mention of the bear coming to thrill girls in the west has been made.

Speaking on the new franchise, Sega president Hisao Oguchi predicts My Spring Bear will be a great success, as it engenders a feeling of "nostalgia and peace." Awww!