The Late 1960s in the Animation Industry: Focusing on the management of Toei Animation and the changes in “broadcasting rights” and “merchandising rights”

Abstract

The late 1960s have been overlooked in the history of the Japanese animation industry. This period falls between the rise of television animation and the liquidation of the industry as major studios faced financial crises. Therefore, it seems to have been evaluated as a process of gradual decline. However, this was a time when the focus of animation has switched from theatrical production to television production. Given that in Japan, commercial animation is mainly produced by TV animation, this change is significant. This paper focuses on the changes that have occurred at Toei Animation, a major animation production company in Japan. By focusing on the background of these changes, this study aims to clarify the significance of this period. For this purpose, this study collects various accounting and internal documents, reminiscences of those involved, and company histories. Based on this, the author analyzes the relationship between Toei Animation, its parent company, and TV stations. The results shows that the parent company provided informal support to Toei Animation, suggesting that the production environment was relatively stable compared to later periods. Furthermore, the author indicates that the subsequent framework of TV animation production regarding “broadcasting rights” and “merchandising rights” was established in this period. In this era, Toei Animation produced some of the studio’s most popular works in both film and television. These are not simply created by chance or driven by circumstances. Rather, they reflect the environment that makes them possible. The late 1960s can be viewed as a period in which Toei Animation actively responded to the changes of this era and laid the foundation for the era to come.