Pikachu's Global Adventure

Joseph Tobin is the Nadine Mathis Basha Professor of Early Childhood Education at Arizona State University. He is the author of “Good Guys Don’t Wear Hats”: Children’s Talk about the Media, editor of Making a Place for Pleasure in Early Childhood Education, and coauthor of Preschool in Three Cultures: Japan, China, and the United States.

• I. Contexts and Issues 1. Introduction / Joseph Tobin 32. Structure, Agency, and Pedagogy in Children's Media Culture / David Buckingham and Julian Sefton-Green 13. Cuteness as Japan's Millennial Product / Anne Allison 34II Global Circulation 4. How "Japanese" Is Pokemon? / Kiochi Iwabuchi 535. Localizing the Pokemon TV Series for the American Market / Hirofumi Katsuno and Jeffery Maret 806. Panic Attacks: Anti-Pokemon voices in Global Markets / Christine R. Yano 108III Places and Practices 7. Initiation Rites: A Small Boy in a Poke-World / Julian Sefton-Green 1418. Pokemon in Israel / Dafna Lemish and Linda-Renee Bloch 1659. How Much Is a Pokemon Worth? Pokemon in France / Gilles Brougere 187IV Pokemon Goes to School 10. Localizing Pokemon through Narrative Play / Helen Bromley 21111. The Multiple Identities of Pokemon Fans / Rebekah Willett 22612. Masculinity, Maturity, and the End of Pokemon / Samuel Tobin 24113. Conclusion: The Rise and Fall of the Pokemon Empire / Joseph Tobin 257Contributors 293Index 295

“I took a peek at the table of contents for Pikachu’s Global Adventure, then read a little of the introduction, and the next thing I knew I was deep, deep in the book and didn’t want to stop. The writing was that engaging, the information and arguments that compelling.”-Henry Jenkins, coeditor of Hop on Pop: The Politics and Pleasures of Popular Culture “The contributors to this volume are the smartest scholars working today in the areas of global media and children’s media. This book tells an entertaining and surprising tale of how the little Japanese PokÉmon transformed children’s culture and global media economics. The changes that Pikachu wrought are only the beginning of fascinating new trends in role-playing games, video games, cartoons, and toys and the accelerated spread of such fads via the Internet.”-Ellen Seiter, author of Sold Separately: Children and Parents in Consumer Culture “Pikachu’s Global Adventure is a compelling volume, as each essay offers new insights with few weak links or needless repetition.” - Jason Mittell (Popular Communication) “A valuable contribution to debates about the guiding forces and diverse effects of global media cultures. . . . The fascinating Pikachu’s Global Adventure extends the study of contemporary Japan by taking seriously transnational media in reconfiguring the boundaries of ‘Japanese culture.’” - Ian Condry (Journal of Asian Studies) "The contributors to this volume provide thoughtful explanations to account for the popularity of PokÉmon among children in Japan, America, Israel, and France. Although these essays focus on PokÉmon, many of the insights found in this book are also applicable to other examples of children's popular culture that have Japanese origins." - Mark I. West (Children's Literature Association Quarterly)