Toy Industry As A Mainstream Business Idea In Animation Industry

Mochamad Faizal Rochman


This article examines the aspects that influenced the emergence of the animation industry format aimed specifically at selling toys. In addition, this article also aims to find out whether the purpose of this animation business is still relevant to be used today by analyzing animated characters and their toy figures related to the exploration of culture, ideology, and supporting factors. In its first development, animation was used to deliver messages in the advertising industry. Then animation became a promising industry with the emergence of Snow White which was made for big-screen consumption. The emergence and popularity of television in the '60s provided new opportunities for the animation industry, stimulating the development of animated television series. Animated television series have a significant role in helping the marketing of derivative products in the animation industry. The 80s became a golden year for the animation industry and its derivatives, which was marked by the emergence of many animated films with the main business objective of selling toys. The declining popularity of television and the increasing use of the internet as a medium of entertainment will undoubtedly impact the development of the animation and toy industry. The power of character toy figures as a sole entertainment has also begun to come under pressure from the video game industry.


animation industry; toys industry; animation character; animation

Full Text:



A, J. (2020, June 27). Unlucky Clover: The Story of Gundam’s Ill-Fated Toy Sponsorship. ZIMMERIT - Anime | Manga | Garage Kits | Doujin.

Allison, A. (2006). Millennial monsters: Japanese toys and the global imagination. University of California Press.

Austin, P. (2019, October 4). 7 Reasons Why Fitness In The 1980’s Was Awesome. Nutrex Research.

Bowman, M. R. (2011). Beyond Maids and Meganekko: Examining the Moe Phenomenon. Cinephile: The University of British Columbia’s Film Journal ‘Reassessing Anime,’ 7 (1), 15–19.

Craig, T. J. (2000). Japan pop!: Inside the world of Japanese popular culture. M.E. Sharpe.

Crotty, J. M. (2012, February 3). Why Kids Prefer Robots To Teachers And Parents. Forbes.

Davies, M. M. (1997). Fake, fact, and fantasy: Children’s interpretations of television reality. Erlbaum.

Fernie, M. (2017, July 3). What kind of car is Lightning McQueen from Cars? DriveTribe.

Funk, M. (2014). Robotics in Germany and Japan. Peter Lang International Academic Publishers.

Ghosh, D. (2018, September 23). ‘I have the power!’ A documentary takes us back to the world of He-Man and Sketelor [Text]. Scroll.In;

Gillespie, C. (2020, September 4). Why kids are obsessed with cars, trucks, and other vehicles [The Week].

Horvath, Á., & Gyenge, B. (2018). Movie Merchandising and its Consumer Perception (pp. 637–644). ToKnowPress.

Kirsty. (2008, January 14).

Kline, S. (1996). Out of the garden: Toys, TV, and children’s culture in the age of marketing. Verso.

Lenburg, J. (2009). The encyclopedia of animated cartoons (3rd ed). Facts on File/Checkmark Books.

Lucken, M., & Simkin, F. (2016). Imitation and creativity in Japanese arts from Kishida Ryūsei to Miyazaki Hayao. Columbia University Press.

McMahon, J. (2018, December 24). He-Man Taught Me Nothing About Being a Man. Fandom.

McPherson, K. (2021, February 21). Your Toddler’s Love Of Cars, Explained By Experts. Romper.

Merritt, R., & Kaufman, J. B. (2011). Walt Disney’s Laugh-O-grams, 1921-1923.

Moore. (2021, July 7). Netflix Picks Up “Pokemon Master Journeys”; Starts in September 2021. What’s on Netflix.

Nakar, E. (2003). Memories of Pilots and Planes: World War II in Japanese Manga, 1957-1967. Social Science Japan Journal, 6(1), 57–76.

Perlmutter, D. (2014). America toons in: A history of television animation. McFarland & Company, Inc., Publishers.

Perrone, A. (n.d.). Meet The Cars Of Pixar’s Cars 3 And Their Real-Life Counterparts! | Endurance. Endurance Warranty. Retrieved June 25, 2021, from

Petty, A. (2017, May 10). How Men’s Perfect Body Types Have Changed Throughout History. TheList.Com.

Raugust, K. (2004). The animation business handbook (1st ed). St. Martin’s Press.

Roser, C. (2017, October 10). Introduction to Karakuri Kaizen.

Schodt, F. L. (2007). The Astro Boy essays: Osamu Tezuka, Mighty Atom, and the manga/anime revolution. Stone Bridge Press.

Stamp, J. (2013, March 29). Now You Know the History of G.I. Joe. And Knowing Is Half The Battle. Smithsonian Magazine.

Steinberg, M. (2012). Anime’s media mix: Franchising toys and characters in Japan. University of Minnesota Press.

Swensen, K. (2021, August 12). Chapek Says Storytelling Will Remain Disney’s Top Priority. Inside the Magic.

Treanor, J. (2019, June 20). Toy Story: How Buzz Lightyear keeps making millions. BBC News.


Article Metrics

Abstract view : 871 times
PDF - 492 times


  • There are currently no refbacks.

This work is licensed under a Creative Commons Attribution 4.0 International License.


View My Stats