This device is getting anime fans off the couch and out walking.

Japanese health gadget maker Tanita is aiming to get anime fans off the couch and out walking with its new Evangelion Digital Pocket Pedometers. The company worked with popular sci-fi anime series Neon Genesis Evangelion to produce a limited-edition series of four pedometers, each illustrated with a different character. For sale at the ubiquitous Lawson convenience stores starting in March 2013, the gadgets add a gamification element—the more a user walks, the higher his or her ranking vs. similarly equipped pedestrians. Users will be able to upload workout and route data onto a campaign website via terminals in Lawson stores and redeem their “steps” for merchandise. With its emphasis on in-store redemption, the effort is also a loyalty campaign for Lawson.