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

by Marc Steinberg

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In Anime’s Media Mix, Marc Steinberg convincingly 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 Steinberg, 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....

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  • ISBN10 0816675503
  • ISBN13 9780816675500
  • Publish Date 23 February 2012
  • Publish Status Active
  • Publish Country US
  • Imprint University of Minnesota Press
  • Format Paperback
  • Pages 304
  • Language English