Initially developed in Japan by Nintendo as a computer game,
Pokemon swept the globe in the late 1990s. Based on a narrative in
which a group of children capture, train, and do battle with over a
hundred imaginary creatures, Pokemon quickly diversified into an
array of popular products including comic books, a TV show, movies,
trading cards, stickers, toys, and clothing. Pokemon eventually
became the top grossing children's product of all time. Yet the
phenomenon fizzled as quickly as it had ignited. By 2002, the
Pokemon craze was mostly over. "Pikachu's Global Adventure"
describes the spectacular, complex, and unpredictable rise and fall
of Pokemon in countries around the world.
In analyzing the popularity of Pokemon, this innovative volume
addresses core debates about the globalization of popular culture
and about children's consumption of mass-produced culture. Topics
explored include the origins of Pokemon in Japan's valorization of
cuteness and traditions of insect collecting and anime; the efforts
of Japanese producers and American marketers to localize it for
foreign markets by muting its sex, violence, moral ambiguity, and
general feeling of Japaneseness; debates about children's
vulnerability versus agency as consumers; and the contentious
question of Pokemon's educational value and place in school. The
contributors include teachers as well as scholars from the fields
of anthropology, media studies, sociology, and education. Tracking
the reception of Pokemon in Japan, the United States, Great
Britain, France, and Israel, they emphasize its significance as the
first Japanese cultural product to enjoy substantial worldwide
success and challenge western dominance in the global production
and circulation of cultural goods.
"Contributors." Anne Allison, Linda-Renee Bloch, Helen Bromley,
Gilles Brougere, David Buckingham, Koichi Iwabuchi, Hirofumi
Katsuno, Dafna Lemish, Jeffrey Maret, Julian Sefton-Green, Joseph
Tobin, Samuel Tobin, Rebekah Willet, Christine Yano
General
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