A Challenge to Hollywood? Japanese Character Goods Hit the US
A Challenge to Hollywood? Japanese Character Goods Hit the US is a 2000 academic paper by Anne Allison that looks at how Mighty Morphin Power Rangers and Sailor Moon came to the US, and why Sailor Moon was unsuccessful there.
- Efforts to export Sailor Moon began after Sailor Moon R.
- Japanese execs consider that Sailor Moon was successful in Canada, Hong Kong, and Italy due to marketing.
- American execs (and Bandai) consider that Sailor Moon was unsuccessful in America because it was too foreign.
- Sailor Moon was an attempt to ride the success of MMPR for the girl demographic.
- The sexualisation of the Sailor Scouts and the feminine-as-consumer
- Sailor Moon dolls as competition for Licca-chan and Barbie - Sailor Moon's "action figure"-like backstory once made the dolls sell more than Licca-chan.
- Why fans liked the show: the otherness of the Japanese setting was combined with familiar characters and relationships.
- Sailor Moon was a flawed heroine, the girls' ordinary lives were shown often, and the girls were fashionable.
- Why people did not like the show: either something in the Scouts' duties or the girls' ordinary lives did not gel with them. The Japanese-ness of the show (e.g. kanji onscreen) was rarely mentioned.
- Sailor Moon: Japanese Superheroes for Global Girls - An earlier work examining Sailor Moon by Anne Allison