Hatsune Miku
Since the success of her Vocaloid 2 package led to an expansion of marketing possibilities, most of the mass marketing has come after her initial release as a response to her popularity and has been on going since 2008. Even with the addition of other Character Vocals, Miku's name continues to be used as the primary source of marketing for Crypton Future Media, to the point where most products for their Vocaloid related products will usually only feature Hatsune Miku's name. In March 2012, the Nomura Research Institute estimated that the sales of all Hatsune Miku brand goods added up into the region of since her release in 2007. Her name is easily the most recognizable of all Vocaloids.
Vocaloid
Despite its growing popularity as a franchise, by December 2015, Vocaloid was still struggling to make an impact in the west; Hatsune Miku also did not make as much of an impact. Concerns were mostly focused on Vocaloid itself at this point. It was also reported that more Japanese companies were growing protective of their properties, with "", which was released at the time, being the center of one such conflict of copyright interest. The market for such games was described as a "niche audience in the west".