BEIJING, Jan. 17 (Xinhuanet) -- A scandal surrounding stale ingredients in cream puffs and other pastries has wiped the smile off the face of one of Japan's most beloved mascots -- "Peko-chan."

    "Peko-chan," a round-eyed mannequin with a lip-smacking smile, has been promoting confections for Fujiya Co. Ltd., a Japanese cake maker, since the firm adopted the eternal 6-year-old girl as its mascot after World War II.

    "'Peko-chan' is a mascot who has been loved by consumers for more than 50 years. In that sense, she is our biggest asset and has played a role of bringing happiness to consumers," Fujiya President Rintaro Fujii told a news conference this week at which he said he would resign because of the scandal.

    "That mascot has been hurt by Fujiya," Fujii added. "Now we want to try to build a Fujiya that can support 'Peko-chan¡¯ who is standing firm."

    Last week, a message bearing an apology from Fujii was posted next to a "Peko-chan" doll at the firm's store in Tokyo's downtown Ginza shopping district.

    For now, most "Peko-chan" dolls are stashed inside the 751 retail stores that Fujiya -- founded in 1910 to sell Western-style cakes to foreigners -- has closed due to the scandal, a company spokesman said. Its restaurants remain open.

    Some loyal customers have called to offer their support, the spokesman added.

    Three years ago, "Peko-chan" grabbed a different sort of headline when the dolls were targeted by kidnappers apparently hoping to sell them on Internet auctions.

    (Agencies)