Contents

1 Introduction / Joseph Tobin 3

2 Structure, Agency and Pedagogy in Children's Media Culture / David Buckingham, Julian Sefton-Green 12

3 Cuteness as Japan's Millennial Product / Anne Allison 34

4 How "Japanese" Is Pokemon? / Koichi Iwabuchi 53

5 Localizing the Pokemon TV Series for the American Market / Hirofumi Katsuno, Jeffrey Maret 80

6 Panic Attacks: Anti-Pokemon Voices in Global Markets / Christine R. Yano 108

7 Initiation Rites: A Small Boy in a Poke-World / Julian Sefton-Green 141

8 Pokemon in Israel / Dafna Lemish, Linda-Renee Bloch 165

9 How Much Is a Pokemon Worth? Pokemon in France / Gilles Brougere 187

10 Localizing Pokemon through Narrative Play / Helen Bromley 211

11 The Multiple Identities of Pokemon Fans / Rebekah Willett 226

12 Masculinity, Maturity and the End of Pokemon / Samuel Tobin 241

13 Conclusion: The Rise and Fall of the Pokemon Empire / Joseph Tobin 257

Contributors 293

Index