And they're wearing ball gowns and tuxedos! Sega's cash cow Love and Berry got stage send up at Pacifico Yokohama National Universities Hall. Dubbed "Oshare Majo Love and Berry Magical Concert ~ Orchestra and Dream Stage ~, the event included an orchestral performance of Mozart's "The Marriage of Figaro" as well as those crappy Love and Berry songs. But the real music to Sega's ears? the sound of cash registers ringing up LB merchandise, no doubt. Brian Ashcraft

Love and Berry Stage Show [Dengeki Online]

Sure, it's spring. Light jackets, cotton pants and striped sweaters. But for Sega, it's early summer. Time to unveil its totally rad, new game-inspired shirts...

...Love and Berry-inspired shirts for its Love and Berry clothing line that is sold in LB Style Square shops. Usually, we like posting game-related clothing, but these US $30-plus threads make me very, very sad on the inside and very, very cute on the outside. Brian Ashcraft

Love and Berry Shirts [Famitsu]

Not to let Sega's other card game feel left out, no doubt. The company gave the DS version of Love and Berry a reader, so it more than makes sense that Mushi King gets one to boot! The upcoming DS game will be reminiscent of the arcade smash hit and will be out this summer. It will make lots and lots of money. Brian Ashcraft

Mushi King Coming To DS, Bringing Card Reader [Game Watch Impress]

That's 29 year-old bikini model Aki Hoshino and comedian Abu-chan playing a Love and Berry themed clothes-swamping game on Japanese TV. Here's how it works: Each must say a word that begins with the end of a word. If the word is "lip" ("lippu") for example, they need to say words that begin with the "pu" sound like "princess" or "pudding." Winner selects which item of clothing she wants to change with loser. Abu-chan regularly appears in this game, and jokes are usually made about her large waist size or the fact she doesn't bathe. In related Love and Berry news, I saw the trailer for the anime this past weeekend. It was horrible. Brian Ashcraft

Ladies and gentleman, Love and Berry hit this year's ATEI Arcade Show. And everyone in the clip just walks by. Smart. Not only painfully boring, but frightening when small children get involved. Somebody please get Love and Berry away from that baby. And quick! Brian Ashcraft

They Dance. Unfortunately. [Arcade Heaven, Thanks M.PAGE!]

This is all we know, but Japanese film studio Shochiku is making an animated Love and Berry. A blurb from the studio's website:

Two 14 year old girls named LOVE and BERRY are trying to enter Magic school. Their task is to make a lonely girl, Yumi happy. They teach Yumi how to dance and have fun dressing up using their magic. Introduced in 2004 as a card game for girls, the popularity has expanded spinning off to books, music CD, dance DVD and other merchandising. Now comes a feature film of this popular franchise.

Yes, Sega will not stop until they have squeezed the last yen out of every girl under 12. Brian Ashcraft

Love and Berry Anime [Anime News Network]

Game Love and Berry is so big in Japan that its arcade machines not only draw lines of little girls, but lines of little girls wearing official Love and Berry threads. And now, Sega's fifty-four "LB Style" stores across Japan will be selling formal wear. There will be six different kinds of outfits, perfect for kindergarten entrance ceremonies! This leaves us wondering where will Sega's Love and Berry money train stop. Not at socks apparently, because girls can choose from six different kinds. Brian Ashcraft

Formal Wear LB Style [Famitsu]

*sigh*

In my time at Kotaku, this is the most messed up thing I have ever posted. Brian Ashcraft

Sega Is Ruthless In Promoting Love and Berry [Famitsu]

Yes, I have a pink DS Lite. It's a Noble Pink DS Lite actually, which takes the girly factor out of it. Slightly. Still, I'm on the subway a few days back, killing time on my Lite. A dower housewife gets on the train, sits right next to me. She pulls out her Noble Pink DS Lite and begins studying English. In the reflection of the train window, I could make out the silhouettes of us sitting side-by-side, DS Lites pressed close to our faces.

I wanted to cry.

Sega has given me another reason for me to keep my pink DS Lite at home, locked in a drawer. Say hello to the Love and Berry DS Lite. This portable features the words "LOVE AND BERRY," along with little hearts, stars and heads. It goes on sale in November and increases the odds of me being publicly embarrassed. Brian Ashcraft

Love and Berry [Famitsu]

A cute game like Sega's Love and Berry needs a cute DS, but this cute? The above Lite has been covered in oh-so-kawaii stickers and outfitted with a card reader that integrates DS Lite game play and Love and Berry cards. If you're able to look at this saccharine and not squeal in delight, that means only one thing: this gear isn't directed at you. Me? I'm giddy. Brian Ashcraft

More Here [NeoGAF]

Late last month, we reported that Sega's popular girly card game Love and Berry was getting its own beach house. Famitsu sent a photographer out to Kanagawa Prefecture to take pics of the giant, tacky pink structure. Besides Love and Berry arcade games and branded goodies, the beach house serves up healthy food like hot dogs and curry rice. There are ice cream floats: melon for Mushi King, blueberry for the character Berry and strawberry for the character Love. Parents are bound to get headaches, but not from the ice cream. Brian Ashcraft

More Here [Famitsu]

This summer, Sega's popular girly card game Oshare Majo: Love and Berry is coming to the beach. Earlier this year, a Love and Berry clothing line was launched. There are pencils, bags and loads of other pink crap. So Sega's gonna set up shop on a beach in Kanagawa Prefecture. Along with the Oshare arcade machines (which are actually more common in toy stores), there will be Love and Berry cards, bathing suits and clothes for little girls to beg their parents for, when the kids should be out doing free things like building sandcastles and swimming. The clubhouse closes August 31st. The beach is open forever. Brian Ashcraft

More Here [Game Watch Impress]

Sega campaign girl Yuko "From Space" Ogura was dragged from her cute chamber for a Sega PR event in Tokyo. Clothed in a Sega baby blue house maid costume, Ogura talked about her precious memories from 2005 as the company's official idoru. Things she'll take to her grave include visiting the various game centers, playing Sega's brain game and trying her luck at UFO Catchers. The young pin-up model then played the piano to promote a Sega-sponsored kid's program, saying, "I practiced piano from 4 years old to 17, but didn't play after that." Ogura tickled the ivory keys, and little girls danced around in Love and Berry clothes and for a fleeting moment, everyone in the room realized that this was very, very wrong. Brian Ashcraft

Yikes! [Game Watch]

It was inevitable. Sega's milking that Oshare Majo: Love and Berry cash cow for every last drop and has announced a DS version. The uber popular arcade/card game has captured the imagination of little girls and the wallets of doting parents. Called "Fashionable Witch: Love and Berry" in English, the arcade game features mini-games and rewards players with cards. So far, 153 million cards have been shipped, and a Love and Berry clothing line was launched this Spring.

Here's a quick run-down: the game features a self-explanatory "Story Mode", a customized dress designing mode, and there's a card reader peripheral that's to be used with the DS game. The game sports a mind-blowingly clever title: Oshare Majo: Love and Berry ~ DS Collection. Do you hear that? It's the sound of 20 million Japanese girls squealing with delight. Brian Ashcraft

Full Story Here [Watch Impress]