Anime's Media Mix: Franchising Toys and Characters in Japan

Anime's Media Mix: Franchising Toys and Characters in Japan

Marc Steinberg

Overview

In 'Anime's Media Mix,' Marc Steinberg examines anime not just as animation but as a distinct cultural production and consumption model. This model, known as 'media mix' in Japan and 'convergence' in the West, has shaped contemporary media landscapes. The phenomenon's origins are traced to the 1963 debut of 'Astro Boy,' a character whose success was amplified by savvy marketing, notably by a chocolate manufacturer. This early integration of animation with commercial interests laid the groundwork for later cultural icons and franchises.

Who it's for

• Readers interested in the cultural impact of anime.
• Students of media studies and Japanese popular culture.
• Those curious about the business of media franchising.

Key features

• Format: Paperback
• Pages: 304
• Publisher: Marston Book Services
• ISBN: 9780816675500
• Year: 2012
• Dimensions: 216x156 mm