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Anime's Media Mix – Franchising Toys and Characters in Japan - Minnesota Scholarship Online
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Anime's Media Mix: Franchising Toys and Characters in Japan

Marc Steinberg


This book shows that anime is far more than a style of Japanese animation. Beyond its immediate form of cartooning, anime is also a unique mode of cultural production and consumption that led to the phenomenon that is today called “media mix” in Japan and “convergence” in the West. According to the book, both anime and the media mix were ignited on January 1, 1963, when Astro Boy hit Japanese TV screens for the first time. Sponsored by a chocolate manufacturer with savvy marketing skills, Astro Boy quickly became a cultural icon in Japan. He was the poster boy (or, in his case, “sticker boy”) ... More

Keywords: Japanese animation, media mix, Astro Boy, sticker boy, Doraemon, Hello Kitty, SuzumiyaHaruhi, anime

Bibliographic Information

Print publication date: 2012 Print ISBN-13: 9780816675494
Published to Minnesota Scholarship Online: August 2015 DOI:10.5749/minnesota/9780816675494.001.0001


Affiliations are at time of print publication.

Marc Steinberg, author

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