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(ristine'gucan
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5
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apanese animation,
known as anime, has
steadily gained a foothold in
America.
the trend reach
cri cal mass and die, forever
a cultish niche market, or
will it gain a significani and
lasting place among
America's younger mainstream consumers?
W
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Anime (pronounced "ANA-may") has
inhigued American audiences since
the '60s, mostly playing to a cult
following. The 18 and older age
group has driven the anime craze,
but more and more, younger kids
ha\€ jumped on the anime and
Japanese pop culture bandwagon.
Wiin€ss the craze over Sailor Moon,
a Japan€se cartoon character that
has gained global popula,rity. The
Sailor Moon bmnd has generated
$2.5 blllion in worldwide sales of
licensed merchandise, including 200
products churned out by 90 manufactur€rs in th€ Uniied States.'
Burbank, California-based DIC
Entedainm€nt produced the English
language \rersion of the t€levision
show "Sailor Moon." "We've receirred
morc fan mail on the show than on
any other show we've produced or
distributed, " says Janice Sonski,
Executive Drector of Creative Alfairs
at DlC.
The average age of the metered
"Sailor Moon" audience is six-ll
years old, and DIC confirms that
this audience is split about 60,/40
b€tween girls and boys, r€spectively.
The non-metered audience, which is
based on huge lntemet response as
well as rcgular mail, is teenage bogs
and girls. This audience varies from
the profile of typical anime fans,
which, according to industry players
and fans, are genemllv 15-30 yearolds and mostly male.
"Sailor Moon" revolws around
Serena, the 14 year-old main character, who magically transforms into
Sailor Moon, champion of jr.rstice.
She's aided by a cat named Luna and
the Sailor Scouts, who ar€ each
named after oth€r heav€nly bodipJ,
ln real life, Serena and the rest of the
crowd are normal teenagers. They
go to school and are into romance
and fashion.
L'Hos
Do You Cet a T€en out of Bed?,'
Nathan tobb, fu5&!.]tu!e, 5/15/46,
p.35.
Great monstefs, fun transformations,
lots of actlon, good versus evil
I
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,
I
!
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ihemes and an ege-pleasing a€sihetlc
are reasons Sonski cltes fot the pop-
Sixteen year-old Janine Kakazu of
Honolulu is a mernber of the 48-
ularity of "Sailor Moon" among the
member Oahu No Brand Anime
Club. (There are an estimat€d 20G
maie crowd. When Sailor Moon
meets up with a bad guy fiom the
"Negaverse," she goes through a
300 anime clubs in the United
States.) lGkazu discorrered anime
beiore "Sailor
Moon" mad€ its
way to the U.S.
It was the unlque'
ness of anime that
Some "sailon MoonD fans exhibit
a religious devotion to the show.
Some own copies of all 6F episodes
oF rise at 5:30 a.m. every weekday
monning to watch the program. yet
the ratings weren,t high enough in
the United States to bning it back
fon a second yeaF.
v€ry pret9 sup€rhero transformation
in whlch sh€ whlris and hlirls. During
the battle, she flings her moon tiara
at her enemles and that usually stuns
th€m. She fights courageously, often
spitting flippant threats at her foes. In
the Amedcan version, she emPloYs a
Valley Girl-like vocabtiary, describlng
bogs, for example, as "rnaiorly cool."
Despite her spunky efforts, she usually doesn't win the battle herself.
Tuxedo Mask, whom she has lallen
for in a bad way, appears just in the
nick of time, saves her and dispels
the bad gugs.
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rr.rrc.
inhigued her, she
says. "Anime
prouckes thought;
it's more adult,"
Kakazu points
out. She says she
likes a variety of
cartoons, comedY,
s.i-fi and particuia,rly romance.
She was biased
against "Sailor
Moon" the first tlme she watched it,
but her friends started talking about
it and she sldrted watchtng it. 'lt's
entertaining. I can see why lt's poq
ular." lGkazu satrs. Mile she doesn't
plag vid€o gam€s, site has bought
and built some anime-related pla,stic
model kits, The anime passlon nrns
in the familg. tGkazu's older brother
is a member of the UC BerkeleY
anime fan ciub.
Some "Sailor Moon" fans exhibit a
reliqious dewtion to the show. For
example! some own copies of all 65
episodes or rise at 5130 a.m. every
morning to watch the pro'"veekday
gram, Yet the ratings weren't high
enough in the United States to bring
it back for a second year. Sonski
believes that "Sailor Moon" could
have gone mainstream if it had been
!
,
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6
given better clearances. It was
launched on more than 87 stations,
representing mor€ than 84% of lhe
country, but many markets relegated
it to unfavorable tim€ sloh, often
very early in the morning. Sonski
says that in the markets where it did
have a good tim€ slot, it was th€
market leader, clearly outiistancing
the comp€tition. "Sailor Moon" will
go on a production hiatus in the
U,S., but DIC will continue to
explore other ways for the show to
refurn io America's airwaves.
Anine I[rough the
Ages
In Japan, anime is developed jrist as
much for adults as for children.
The anjme style is found in manga
{the Japanas€ €quivalent of comic
book), the home video rental mark€t
(somelimes ref€ned to as Oriental
Animated Video or OA\t), laser disks
and vjdeo and computer gam€s,
The first anim€ shown on Am€rican
television wds 'Astro Boy," a show
ihat debuted in 1963 and ran for
10 years. In Japan, it was called
"Tetsuwan Atom" ffhe Mighty
Atom). "Kimba, the Whiie Uon,"
'Gigantor" and "Speed Racer" also
ran during the '50s. "Speed Racer" is
enjoying r€n€wed popularity in the
'90s. In addition to its current (re)run
on MTV, Speed Racer now appearc
in a Volkswagen comm€rcial which
aired in prime time during the
@ ^-'-.
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Summer Olympics. Other anime
progrdms that hav€ aired in the
U.S. include "Star Blazers and
"Robotech" in the '80s and "The
Ronin Warriors" in the mid-'9os.
The most recent anime entries
on American kids' TV include
"Dragon Bail Z" and "Magic
Knight Rayearth. "
Since Japanese anime can be
targeted to any age group, ii tak€s
on a huge variety of subjects and
themes, including adult erotica. The
development of fulllength features
or s€ri€s are often based on popular
manga. "Sailor Moon," for example,
had her stad as a manga character
in February 1992. The Japanese
tide translates as "Pr€tty Soldier
Sailor Moon."
Anime overall has a certain feel to it,
but like any genre, each artist has his
own stylistic differences. Characters
are olten drawn with large, doelike
ey€s and "big hair." American anime
fans are quick to point out that the
allure lies more in the story than in
the animation. One Ian says that she
likes anime because of ih€ "tight
plots, intellig€ni characters and story
iines... and special effects you can
achieve ln animation."
Anime characters are human with
flaws, the stories com€ to an end and
characiers actually die. Male-female
relationships are a frequent subplot.
"Robof€ch was the first cartoon I had
ever seen that dealt with deaih, loss,
war and other emotions in a realistic
way. Things didn't always turn out
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happily and sometimes the bad
guys would win," wiote one adult
-
a
teenager Another fan says, "U.S.
fan who started watching anime as
cartoons and movies get
predictable
sometimes, and rehashed...
Anime
ideas..."
While anime.
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""
on r"o".k'o*n'.#
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brings new
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made the Sailor Scouts' personalities
more divergent than in the Japanese
verston and clarified how all the bad
guys were related, something that
wasn't entirely clear in the original. In
Japan, the story line is up to episode
182 and three fuil-rensth sailor
Moon moraes ha'e been released ln
the U.S., Buena
Sailon Moon and anime in genenat Ili?"T:::Y[1i
have a tnemendous foltowing on rhe
::T:ff-r*
tnternet. Anime devotees discuss
sailorMoonand
every aspect of the genne on dozens
,:i::ffi::l,
of electnonic mailing lists and Usenet
il."*,"r,""'l:fr,"
diseussion groups.
Anime devoiees
available in the
U.s., ljke NGN,
Japanese channel. The
International
th€ir
really
developing a strong following."
som€ anim€ videos and proqmmChannel plans to add anime to
line-up "now that anime is
'
a
ming commerciallv released in
u.p""t
or
*'"
g"n.ijl;"ffry
episodes, new rel€ases, relics, anim€
creaiors, volce actors, characters,
merchandise and music - on dozens
of electronic mailing lists and Us€net
discussion groups The Lycos
lntern€t search engine yielded nearly
13'000 documents containins the
i., ,rr"
woro anlme'
""^li""a
marke(, somelimes omitting poten'
tially offensive scenes. At DlC, Sonski Allmetchardlse
n-"n"u u*
"Sailor American retailers and powerhouses
Moon" for the English-speaking audi- are capitalizing on th€ univ€rsal
ence. Rather than doing a straight app€il of the anime genre. Several
tmnslation, they set out to make the
companies in the U.S, buy th€ rights
program campy and fun, with diato subtitle or dub videos and dislogue that sounds more like
tribute them to an English-speaking
American teenagers talking. Theg
audience. Retailers worldwide offer
oversaw the versioning of
anirn€ videos, laser disl(s, vid€o
games
(G)
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ard related merchandis€.
Disney and Tokuma Shoten, a
Japanese company which distributes
!
I
the films of popuiar Japanese animator Hayao Miyazaki, reached an
agreement for Disney to distribute
eight of Miyazaki's wolks in ihe
Unit€d States. Miyazaki's fulLlength
animated features have long been
popular among American anime
clubs and routinely outdraw Disney
films like "Aladdln" and "The Lion
King" at the box office in JaPan.'
2
t
!
Manga Entertainment, Orion and
lsland Entertainment all s€i up anime
divisions aft€r witnessing the success
that Bandai had with Japanese
Ior the CD soundtrack, an emplovee
at the Planet Anime store in Houston
explains that sal€s are so brjsk that
they "can't keep it in the store."
Bandai America is th€ master toy
licens€e for Sailor Moon in the
United States. Merchandlse available
stateside includes dolls, action figures,
shirts, trading cards, lunch boxes,
jewelry, posters, puzzles, school
supplies, a play castle, t-shirts and
even bed sheets - not all of it necessarily from Bandai. Ucensing isn't
limited to toys. A rock-pop Sailor
Moon album was
produced by Rhino
Manga Ententainment, Orion and
lsland Ententainment all set up anime
divisions after witnessing the suecess
that Bandai had with Japanese
imponts like ..Mighty Monphin power
Rangenstt and Rsailor Moon.rt
imports like "Mighty Morphin Power
Rangers" and "Sailor Moon."
PolyGram recently relea-sed a fulllength anime movie, "Ghost in the
Shell," which played at smaller
venu€s arcund the U-S. and sold out
ali five nights when it played at the
Honolulu Academy of the Arts.
The video of the film reached the #1
spot in the Bjllbqqlcl Top Video list in
August. Despite the $37.95 price tag
@^-,.,r^rEa,cr
Records and is
enjoging fr€quent
airplay on the
children's radio
network Radto
AAHS. An ice'
cream bar touted
as
'a raspbery
flalored crescent
wand frozen con_
fection with bubble
gum jewel" was manulactured
and distributed b9 Wells' Dai:Y.
Sanrio is an Asian merchandising
powerhouse whos€ products gene6te
$1.2 billion in revenue worldwide.3
Sanrio markets a wide range of small
"Dto€y in Altiance fot
filff
of ToP
Animaior in Japan," Andrew Pollick,
7 l?q96. p, c1.
N*
\ottliB.
"Anim oEwr Qsh." Jennifer
gsle
7
/2a/96' P. c4
Lee,
Soil@
items, inciuding stamp pads, plastic
organizers for kids, comb and brush
t
t
i
seh, bote pads, stickeE ard ajmost
an!'thing that can be made cute for
kids. Sanrio generates $7S million in
annual sales in the U.S. and sal€s are
increasing by 10% nationauy.. Bill
Hensley, Mark€ting Manager for the
American division of the Sanrio
What seerns to dni
sa nnio,s o";r;.;'
l"T:
15-30. ' Woodhead estimates that
retail sales in the U.S. are probably
in the $100 million range. Animeiqo
has plans io release anime on DVD
(Digital Versatjle Djsk) when th€
players come out. (DVD us€s a technology which compresses digital
jH51;:
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orisin of the ono;,,;;;,
H:t:::j1*
.o,.
but
rather the
fact that they're cute.
Corporation, sa!,s that Sanrio products are heavily skewed tor_'rard 10 to
13 year-old giris. What seems to
drive the popularity of Sanrio s products isn't so much the nationality or
odgio of ihe products, but rather th€
fact that they're cute. The product
lines are based on characters like
Hello Kitty, Keroppi and pochacco,
but aren't derived from manga or
anime stories.
Animeigo licenses Japanese animat€d
filrns, strbtitles and dubs them in
Engljsh, and releases them on video
and laser disk in the U.S. and worldwide. Animeigo has been jn business
sinc€ 1989 and has seeb an increase
in the anime market. CEO Robe( J.
Woodhead says "the major demographic group stretches from about
than VHS tape
and very clos€ to
laser djsk.)
Scott MaurlelJo,
co-owner of
Anime Crash,
another merchant
capitalizing on the
popularity of Japanese pop c1llture.
echoes the demographic data
showing that few of his customeF
are under 17. lf they are, they usually
come in with a parent. Mauriello says
that model kits ar€ popuiar with the
younger ag€ group. According to
data from Anime Crash, American
sales of anime videos topped
$75 million in 1994, which, when
compared with Animeigo's $100
million annually, indicates a groq4h
in sales volume.
Another anime distributof C€ntral
Park Media, has over 400 sel€ctions
in its catalog, an annual gro\.!th rate
of 45% and mor€ than $10 million in
sales in 1995.s
"AniDe 0raws
Cdh, Jennifer
qbl4,1nt/96,0.C4.
"tM.
@.^,r, rr rrEiror
video. The quality
is much better
Lee
&rtao
In addition to licensed releases,
there's a whole underground
network trading illegallg dubbed
and subbed videos. Hardcore fans
!
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g
cite a lack of licensed videos and
subtitle their own. Many of the clubs
trading bootlegs insist that it's a
completely not-for-profit endeavor
and discourage mass reproduction
for profii. The Japanese Animation
lndustry Legal Enforcement Division
(JAILED), a New York City-based
organization, was formed to combat
such bootlegging.
Popular anime inspires a wide array
of related merchandising, including
audio CDs, clothing, phone cards,
metal figures and post€rs. Plastic,
snap-tojit model kits available in th€
U.S. run from $9.95 to $39.95 and
are based on airplanes, ships and
robots of popular anime. Resinbased Sailor Moon model kits are
mor€ rate - and more expensive
- in the states. They cost behveen
$100 and $130.
The anime style is also found in
computer and video games. There's
a long list of video games based on
anime that have been released for
the Japanese-speaking audience.
A srnaller portion is versioned for an
English-speaking audience. Most are
action-advenfu re games targeted
toward males. There are, however,
s€veEl Japanese version Sailor Moon
video games and one called Princess
Maker, in which the object ls to raise
a little girl to be a princess.
@ ^",*.
rn lrEnrot
Anime has also become part of the
collectible irading card game phenomenon.6 Pione€r Entertainment
released a collectible card game in
the U.S. called AniMayhem, bas€d
on scenes and characters from popular anime such as Bubblegum Crisis,
Techni Muyo!, El Hazard and Ranma
1/2. Players start with a base pack,
which consists of 75 cards and costs
$8.98. Booster packs contain nine
cards each and cost $1.98.
Th€ popularity of "Sailor Moon" and
cult-like followers of anime may indicate that Japan€s€ pop culture has
the potential to consistently generate
a following outside of Japan, not just
in the U.S., but worldwide. "Sailor
Moon" will air in New &aland and
reruns are scheduled lor Canada,
where it premiered as the top-rat€d
animatei children's show on Global
TV. It also aired in Aush"alia and
Europe. It was a top-rated pr€ram
in Spain, France, Hong Kong and,
of course, Japan. Andy Heyward,
President and CEO of DIC, says,
"Sailor Moon has continued to gain
trcrnendous intemational popr:lariry,
as broadcasters around the world
have recognized the viability of
a unique program such as this
that appeals to the undersefted
girls' audience. "
'
tdito/r note
For morc on collectibLe
tading ord gamer, s€.'Wi2ard5 ofthe
Cirdi," in BIG ELUE BoX, Vot. 1. No. 3,
a
i
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E
I
t
{
!
Anime has pown to haw a logal fan
follot{ing whtch has creat€d a nich€
indu*y, but it rermins to be se€Ir
whedrer it can adriew [Elnstr€am
pop0larity. C'ood art and good
stories, along wilh sawry nra*eting,
drive the $rccess of any poduct and
rclated merchandisng. The success
of imports llke "Satlor Moon,'
'Robotech" and "Speed Raced
in 0le U.S. indtcates that anltrl€
prlducts can ovelcome cultural
barders and nadonal boundades and
app€al to at hast a limited porfon
of a global rlarkEt That appeal may
$€ll coniinr.E to tric&le down to th€
youth rnarket, as developes e<pond
thet offerings ard their iarget audi
€nce, cr€tir€ a sbonger fan base of
kicls for the anime genre,
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alt.blna.ies.Plctures.animo
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gcd.org'atlirne'olub
rec.artgsnirie'info
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rec'adg'anime
Fec.artr.anifie'lnl3c
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Sorne anirne'related sites on the lnternet:
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hltpr4www.caclub.uwatgrloo.ca/ty'm
tvanbie/arirtre_li6tJcl6ssic,htmt>
Ken Aromdee,s Web slte f€arufts
hts €,.renstue Anime and Mansa
Resources Ltst
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This sit€ lncludes charact€r profil€s and
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Th€ What is Anftne? home pag€ features
a glossary of antme terms, FAQS (frequendv
asked questions) and links io olfi€r
anime sites
includ€s episode and chamcter ll3ts
and links to r€lated sites
JAPAiIESE FON
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Reiko-chanl "Japanese for Anim€
Lovers" ls an online Japanese language
tutond uslng anim" characters as
teachlng alds
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RAYEAETII HOi.IE PAGE
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rayearth,html>
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Home
lor lhe "Masic lhight
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RayEarth" annDe TV show
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GUIDE
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Thi6 is a comDanion to Vansuard M€dia's
Ahime Hypercuid€s, an ongoins
CDROM lal€r whor€ "qoal ls to create
ihe uttlnai€ r€ference qtnde to anime
on CDROM, oDe flltn at a time..."
CDs contah color litll! of the story,
charact€r drauings, complet€ storyboar&, disital vtd€oclips, podions of lhe
musical Bcore and screensavers
o* rHE rxrEnrEl
The fotlowing is a seleeted llst of producers,
distributors and merchandisers of anime.related
re90ulGes!
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D. llt3t0li
a.
Southwart Plaza Building
5750 Binnfi,
i217
Houston,
77036'2123
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977-9181
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E-mailr dlw@advfi'ms.com
W€b sile: hitpi,//s1,rw.advf ilrns.com
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distributor ot videos, larer disks and
audio CDs
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Uchida BIdg, 2F
3-17-6 Nakamura Nerima'ku
Tokyo. Japan 176
(03)3925-1591
Web 5te: htlp,,Twww.anhe'
AI{IME AIiIEBICA
333 Cobah Way
Suile 107
Sunnw6le,
E
Arrrt{fl c Ar{trE
CA 94086
mail anam@rahul.net
.
ALUAI{CE
PO. Box 10371
NJ 08906-0371
N€w Bmnswick,
a convention sponsored by lhe
Fdrdation for Animation and Cornacs
Educatlon (FACE)
.
organizes anime convenlions
SANDAI AIiIERICA
alilIE
12851 East 156t' Str€et
CA 90703
l3t0) 926-0947
cnAsH
CeIritos.
13 East 4th Stre€l
NY 10003
New York,
.
l2t2) 254-4670
.
r€tail sto.€s f€ahdns anide producE
sGh as c€lad. vjd€os, CDs, video
gamei and Dodel kits
wilmington, NC 28402
(910)251-1850
w*wecom
distribuie anime vldeos. Ias€r dlsk.
CDi
RK MEI'IA
NY
10019
c€ntralparkmedia.com
Web site: http,//www.animemigo.com
audio
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250 Wast 57th Street
l2t2) 977-7456
W€b site http,,//utltt.
PO. Box 989
.
CEIiTRAL
Suite 317
New York.
At{ritEtG0, tt{c,
E-nla : 172447.37@cor
master toy lic€ns€e lor Sailor Moon
CD'ROMS, cels, phoDe cdds
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dhnbutor of anime videos. laser
dlsks. CDs
DIC EIiTERTAI
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303 Nonh Glenoaks Boulelad
Bu6ank. CA 91502
(818)955-5400
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ownr E glish-languase teritory rishts
for "Sailor Moon
Sailor Moon Fan C.lub: {800} 378-LUNA
Gt rxAx
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PtTI{ET AiIIiIE
2435 Times Boulevard
Houston. TX 77005
1713) s23-7122
r,T0
Web sii€r http:,4wr,w.neosoft.con/-planet
2 5-22 Nakarnachi
Musashino-city, Toklo 180
Japan
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reiail stole *llins anihe vid€os, toys,
CDs. laser disl(s and models
Web site http:/,/$Eur'.gainax.co.jp
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ptrducg of snime video and compuber
gam€s, videos, rnodel ldis
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PO. Box 71309
Des Moines. LA 50325-1309
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(800) 338-5827
E rnail; atomu@c€ntsys.com
Web siie; http://www.centsys.con
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anim€ m€rchandise
\800) 917-9799
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organlzation formed to coFbat
bootl€sging
distdbut6 videG, ].s€r dlscs, CDs,
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EXT
10960 Wilshir€ Boul€vard
IAr{0A EilTEnIA {ltEt{T, llic,
Chiogo, IL 60610
t312175t-O020
Web slt€: htip://wv/iv.manga.com,/mansa
"Ghost in $€
Shel' molie
CA 90024
(310)235-5100
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72? N. Hudson
Suite 3
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Los Angeles.
Drason BaI Z"
gANRIO
570 Eccles Avenue
San F ancisco, CA 94080
1415) 952-2880
Al MAlt0l{,
(Drvrsl0N 0F Pl0illER
Et{TEEIAtX I E rl
Pt0ltEER
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producer of anime characiers and
relat€d merchandise, includins He[o
Kltty, Keroppi and Pochacco
2265 Ezst 22\th SFe"t
Lons B€ach. CA 90810
(213) PTONEER 1746 63371
Web site: http:,/,/n\^ !.pion€a€nt.
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dittributor ot anime las€r dlsk. videos
and
Ani-Mayh€h trading card game
CIETY FON TflE PNO OTION
OF JAPAX E3E INIMATIOi/
{SPJA)
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2425 B Channins
Suite 684
&rkdey, CA 94704
(310)268-8454
E-mai| inlo@anime expo.org
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3orrrcE
rr.r
organiz* ihe Anim€ Expo
6IRElnllIE
PtCtUnES
PO, Bol( 591418
llr.3t Holly ,ood, CA 90069
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(310) 657€s59
Web slt* htFr//wv,,w.strsamfi nepic,
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132 West 2r.!t Sbeet
4th Floor
N€wYorh I.lY 10011
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242-5317
W.b dte: http:,/A& ,.hyp€rguide.com
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€nisrtairmer softww€devdopdl€lrl
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1414 A\,€nue of the Am€ncas
Nsu,Yodi l.lY 10019
t212) 75+4900
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P,O. Bo:( 77010
San Fraidsco, CA 94107
t4L5t !i6-7073. EoA 394-3042
E-mail r!€bnusl€r@\rE corn
W€b dter http:/,inr! ,.\,rE"coh
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conuc., po6iar.. org.dr€rt,
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