Anime's media mix: franchising toys and characters in Japan

Abstract

Contents Introduction: Rethinking Convergence in Japan Part I. Anime Transformations: Tetsuwan Atomu 1. Limiting Movement, Inventing Anime 2. Candies, Premiums, and Character Merchandizing: The Meiji-Atomu Marketing Campaign 3. Material Communication and the Mass Media Toy Part II. Media Mixes and Character Consumption: Kadokawa Books 4. Media Mixes, Media Transformations 5. Character, World, Consumption Acknowledgments Notes Bibliography Index