Reframing Japanese animation’s success in the late 1970s: UFO Robo Grendizer at the origin of the first anime boom in Italy and France

In most contributions on the history of Japanese animation overseas, the main focus is on the success of the series or movies; on fans and their practices; on piracy; etc. At times, however, researchers ought to use different frameworks. It is here that the analysis of creative industries can step in. Here a concrete case is reconstructed. In 1978, the animated series UFO Robo Grendizer (1975-77, Toei Doga) was broadcast in Italy and France. Its success led to a great amount of merchandising, media coverage and a public debate. Its impact paved the way for hundreds more anime series. The article discusses the role of the traders involved in the transactions between Toei Doga and European producers. It will be demonstrated how a few intuitional individuals took their chances in a, back then, growing and competitive television market, and placed a show that ignited a cultural and commercial boom.