Square Enix, publisher of the Final Fantasy video game franchise, surely recognized the possibilities when it recently decided to partner with Suntory, a beverage manufacturer, to market a new energy drink in Japan. The drink, called Potion, is intended to evoke the “health potion” that players of Final Fantasycan consume to restore their characters’ “hit points” during a game. Potion was launched in March 2006 in two versions, one a standard bottle and the other a special bottle including a Final Fantasy XII “art card.” Both proved popular and sold fast, with the three million units of the latter selling out especially quickly, according to Square Enix.