MILAN – Domo, the brown lump that is the mascot of Japan’s public television and radio broadcasting organization Nhk, is the centerpiece of a new marketing campaign for 7-Eleven stores.

7-Eleven, the Dallas-based subsidiary of the world’s largest franchise chain, Japan’s Seven and I Holdings Co., is featuring Japan’s Domo on cups and Slurpee straws. The chain will also put Domo and his friends on hot dog holders and coffee cups.

The promotion marks a new direction for the stores, which typically tags its campaigns to big tent-pole movies such as this summer’s “Transformer” film.

The goal is to attract the character’s fans, who tend to be between 16 to 24 years old, with collectible Slurpee cups and straws. And for slightly older Domo fans, the store will offer a special promotion on coffee: 99 cents for the coffee and a paper cup decorated with Domo’s mug.

Domo began in 1998 as a mascot for Nhk and was supposed to run as a six-month campaign, but his popularity with viewers kept Domo going.

The 7-Eleven campaign, which began Oct. 1, will run through Nov. 15.

MILAN – Domo, the brown lump that is the mascot of Japan’s public television and radio broadcasting organization Nhk, is the centerpiece of a new marketing campaign for 7-Eleven stores.

7-Eleven, the Dallas-based subsidiary of the world’s largest franchise chain, Japan’s Seven and I Holdings Co., is featuring Japan’s Domo on cups and Slurpee straws. The chain will also put Domo and his friends on hot dog holders and coffee cups.

The promotion marks a new direction for the stores, which typically tags its campaigns to big tent-pole movies such as this summer’s “Transformer” film.

The goal is to attract the character’s fans, who tend to be between 16 to 24 years old, with collectible Slurpee cups and straws. And for slightly older Domo fans, the store will offer a special promotion on coffee: 99 cents for the coffee and a paper cup decorated with Domo’s mug.

Domo began in 1998 as a mascot for Nhk and was supposed to run as a six-month campaign, but his popularity with viewers kept Domo going.

The 7-Eleven campaign, which began Oct. 1, will run through Nov. 15.