Anime @ Work : Anime scriptwriter Yamanobe Kazuki's Anime and Historical Drama Update - No.14

This installment is about a tokusatsu (special effects) TV show. The other day, it was announced that a new tokusatsu hero program produced by Tomy, a toy company, and Shochiku would begin broadcasting in Spring 2008. The program, "Tomica Hero Rescue Force," depicts heroes who have super tools and super vehicles at their disposal to save and protect people from mega calamities occurring all over the world.

In Japan, commercials advertising toys based on characters who will appear in this new TV program are being permitted to run during broadcasting hours for children's programming. Thus, the commercials take the form of advertising for both the program itself and the sale of the toys. Many children's programs in Japan are currently utilizing this format. Namco Bandai Holdings Inc. and Toei are still profiting from toy sales of long-running shows such as the "Super Sentai Series" and "Kamen Rider Series."

Now, at long last, Tomy is using this business model to enter the battle. In addition to Tomy, the production board of "Tomica Hero Rescue Force" is joining forces with Shochiku, Mitsui Co., Ltd. & and Shirogumi. Shirogumi has produced special effects for commercials and movies such as "ALWAYS: Sunset on Third Street." For Shochiku, who also joined forces with Tomy on "Magic Bullet Chronicles Ryukendo," this tokusatsu hero program will be their second cooperative effort.

Shochiku is trying to develop ongoing children's programs, while Tomy has set its sights the domestic toy market and licensed merchandise market for business expansion totaling 15 billion yen.

These current productions, together with Tomy's future business expansion, most certainly predicts changes for the domestic toy market.



Profile of Yamanobe Kazuki
Scriptwriter
Member of the Writer's Guild of Japan
Representative Director of the scenario production company, Edgeworks

Official site of Edgeworks http://www.edge-works.co.jp