Anime's media mix : franchising toys and characters in Japan / Marc Steinberg.
Publication details: Minneapolis : University of Minnesota Press, 2012.Description: xvii, 314 p. : 22 cmISBN:- 9780816675494 (hc : alk. paper)
- 9780816675500 (pb : alk. paper)
- 381/.45791453 23
- HF5415.17 .S74 2012
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Includes bibliographical references and index.
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.