Poor "Peko-chan".

"Peko-chan", a round-eyed mannequin with a lip-licking grin, has been hawking sweets for the Japanese cake maker since the firm adopted the eternal six-year-old girl as its mascot after the Second World War.

"'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 over 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 secluded 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.