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TOYS
THE INSIGHTS FAMILY
Anime IPs’ Global Impact on Toys and Gaming The Insights Family, the global leader in market insights for kids, parents, and young adults, recently published the Anime Playbook: Opportunities for Kids & Young Adult Audiences, research on anime’s global impact on young demographics.
The Anime Playbook examines various aspects of viewers’ habits, including their media and screen use, as well as their preferred brands and content. It dives into fanbase attitudes, purchase behaviours and their appetite for licensed products, including toys and games. Join Jack Day, Global Strategic Account Director of The Insights Family, at the Nuremberg Toy Fair License Talks, where he will dive into the appeal of anime among youth and the key drivers building fandoms, exploring the opportunities it offers for licensed products.
The wide appeal of anime
Anime, with its vibrant artwork and imaginative storytelling, has achieved global acclaim, spanning an extensive range of genres: action, romance, science fiction, and even suspenseful or eerie narratives. Its unique visual style, defined by exaggerated facial expressions, colourful hair, and intricately detailed backgrounds, evolved from manga into a rich, standalone art form in its own right, going beyond mere manga adaptations to include a wealth of original creations:
formats range from TV series and movies to original video animations and web series, appealing to audiences of all ages. Anime’s roots can be traced back to post-World War II Japan, where it began to flourish due to a combination of American animation influences and Japan’s economic recovery. The genre has since diversified into different styles and themes, while platforms like Netflix and Crunchyroll have played a pivotal role in popularising anime globally and fuelling a vibrant culture of conventions, cosplay, and fan art.
are simple stories, aimed at young children (Doraemon), whereas shonen targets young males with actionpacked narratives (Naruto) and shojo focuses on young females exploring romance (Sailor Moon); then, josei appeals to adult females, with realistic portrayals of life (Nina the Starry Bride), while seinen’s complex themes are specifically designed for adult males (Berserk). Understanding these categories and striking a balance among them ensures broad appeal across various ages and genders.
Types of anime
Anime’s versatility allows it to resonate with a broad audience, from children to adults. Research indicates that anime enjoys peak popularity among
Anime can be categorised into five primary types, each one showing some shining examples: kodomomuke
Audience demographics