東映動画の再興と今田智憲 : 1970年代中盤から80年代初頭の変革

Chiaki Imada and the Restoration of Toei Animation: From the Mid-70s to the Early 80s

Ichifuji Hirotaka

広島大学大学院教育学研究科紀要. 第二部, 文化教育開発関連領域

Bulletin of the Graduate School of Education, Hiroshima University. Part. II, Arts and science education

The animation industry in Japan originated with Toei Animation, which has produced a large number of capable artists. Although Toei Animation experienced financial difficulties, from the mid-70s to the early 80s, the company succeeded in managing its financial recovery using a large-scale merchandising strategy. The management of Chiaki Imada, the company president during this period, was investigated. Although Imada determined the character of Toei Animation during his service, his influence over the company has not been studied sufficiently. Based on accounting information, Imada’s speeches during his lifetime, and new interviews with his polices, Imada’s administration was analyzed from his original perspective. The results showed that Imada’s basic policy was flexibility. This policy not only led to new sources of earning, but his magnanimous attitude also created a steady work environment, which established a solid foundation for the development of Toei Animation. The long presence of this company in the precarious animation industry suggests many instructive cases.

Chiaki Imada

Toei animation Co.,Ltd.

animation industry

merchandising

今田智憲

東映動画（株）

アニメーション産業

マーチャンダイジング

jpn

広島大学大学院教育学研究科

[ISSN] 1346-5554

[NCID] AA11618725