Wednesday, October 23, 2013

Stretching the Franchise

The Mouse covers all global bases.

The Walt Disney Company (Japan) Ltd. announced today that it will produce the first Japanese Marvel animated television series targeted at boys. Marvel Disk Wars: The Avengers is based on Marvel’s most popular team of Super Heroes, The Avengers and will premiere nationwide on terrestrial television in spring 2014.

Marvel Disk Wars: The Avengers will be produced by Nerima-ku, Tokyo-based Toei Animation Co., Ltd., which has produced multiple successful animated series for kids in Japan. Taito-ku, Tokyo-based Bandai Co., Ltd., which has a highly successful track record with major titles, will be responsible for character merchandising. The three companies will collaborate in creating a fully localized Japanese series as well as providing a lineup of attractive products and merchandise targeting the boys market. ...

This is smart positioning, smart marketing. If Diz Co. and its partners create a compelling product in Japan, no reason it can't be exported far and wide.

And the company will reinforce the other versions of the Super Hero brand, making itself a potful of money into the bargain. Live-action, foreign animation, domestic animation, video games, and toys, they are all pieces of the same bountiful pie.


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