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A blue-eyed ninja with spiky blond hair and whisker marks is leading Tencent Holdings Ltd.’s campaign to capture the eyes and wallets of China’s anime fans.

The hero, Naruto, a keystone of manga, isn’t fighting alone. He’s in a stable of characters assembled by Tencent that includes a Chinese teen on a quest for immortality and a hugely popular gang of treasure-seeking pirates. Their mission: to help Asia’s biggest Internet company lure more customers to its messaging and video sites.

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