“From 2004 to 2006, our main business was to pitch to broadcasters, and at that time, we didn’t do much on the internet,” says Endo. This unsettling trend was unexpected news for Toei, which, in the mid-2000s, would regularly pitch to broadcasters to advance the “Dragon Ball” franchise. “Worldwide, anime was popular, but nobody wanted to pay money for it.”
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“The home video market started to change, retailers closed and fans began to watch via illegal download and counterfeit DVDs after 2005,” says Endo. Namely, the illegal downloading and sharing of content. Many distributors, licensees and broadcasters approached us to acquire rights for Japanese animation.”Īccording to Endo, once anime’s popularity began to take root in North America, advances in technology proved to be the next hurdle. “Luckily, around the 1990s, there was a boom for Japanese animation worldwide, including North America. “Japanese animation was quite niche, and it was quite difficult to get it on broadcast TV,” says Masayuki Endo, president and chief executive officer, Toei Animation. “I think to have the Japan team understand what needs to be done to sell in the U.S. “In America, everybody thinks animation is for kids, but in Japan, people of all ages read manga, and the after-midnight animation shows have mature content,” adds Yamatoya. We edited the actual animation, and we re-recorded it in other languages to make it suitable for different networks.
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“The series itself had some mature content, so we learned to accept that we would have to invest in different versions, such as a hard edit and a soft edit.
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“The challenge in bringing the property to TV here was that there is broadcast Standards and Practices for each network,” says Lisa Yamatoya, senior manager, marketing and licensing, Toei Animation. was, at the time, largely aimed at children. Because anime was largely consumed by adults in Japan and often featured mature content, American broadcasters were reluctant. and Canada, including the rights for broadcast, home video and toys.Ĭultural hurdles proved to be a massive challenge in bringing an anime property to North America in the ‘90s. Back then, Funimation also represented the “Dragon Ball” franchise, with the company holding a majority of the property rights to the series for the U.S. In fact, Funimation was founded by Gen Fukunaga in 1994 with the purpose of licensing the “Dragon Ball” franchise. In the early years, Funimation, an entertainment company that specializes in the distribution of anime titles, was instrumental in bringing the property stateside. Crossing over to eventually become a cult-classic seemed like a dreamy, far-fetched fantasy for the brand. “Dragon Ball Z” first aired on Japan’s Fuji TV on April 26, 1989–far before anime was even a blip on the radar in the West and nearly a decade before it hit the airwaves in the United States. The series focuses on Goku’s life as an adult, building on the character’s origin story, which was the basis of the original series. It tells the story of Goku, who heroically fights and saves planet Earth from a slew of conquerors and warriors, including Vegeta and Frieza.
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“Dragon Ball Z” is the sequel to the original “Dragon Ball” anime series, inspired by the Japanese manga of the same title. Turner’s Adult Swim currently airs “Dragon Ball Super,” which launched in 2017 and is aimed at a younger audience, as well as “Dragon Ball Z Kai,” a remastered, re-cut version of “Dragon Ball Z.” Titles include “Dragon Ball” (153 episodes), “Dragon Ball Z” (291 episodes) and “Dragon Ball GT” (64 episodes), among others.
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The “Dragon Ball” franchise collectively has more than 800 episodes. And one major contributing factor to this shift was the undeniable popularity of Toei’s iconic “Dragon Ball” franchises, most notably, “Dragon Ball Z.”Ģ019 marks the landmark 30th anniversary of “Dragon Ball Z,” which Toei plans to celebrate via a host of major events, licensing deals, promotions, product launches and activations fit for a property of this magnitude. Toei Animation has achieved the unfathomable–bringing a once-niche, obscure Japanese animation phenomenon known as “anime” stateside, solidifying the genre as a bonafide mainstay of American pop culture today.įorever changing the landscape of animation consumption in the West is a monumental achievement that didn’t happen overnight.