Anime's media mix : franchising toys and characters in Japan / / Marc Steinberg.
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| Year of Publication: | 2012 |
| Language: | English |
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| Physical Description: | xvii, 314 p. :; ill. |
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Table of Contents:
- Introduction: rethinking convergence in Japan
- Anime transformations: Tetsuwan Atomu. Limiting movement, inventing anime
- Candies, premiums, and character merchandizing: the Meiji-Atomu marketing campaign
- Material communication and the mass media toy
- Media mixes and character consumption: Kadokawa books. Media mixes, media transformations
- Character, world, consumption.