Son of Pokemon

Headnote

With Pikachu and friends opening up anime to younger audiences, Japanese animation's appeal is broader than ever-and suppliers are scrambling to maintain the momentum.

Anime continues to break new ground in the video marketplace as it further expands in different directions. The genre, famous for its fast-paced action, sexy characters and mature storylines, is already a staple at big discount chains such as Best Buy and audio-video combo chains like Tower Records and Video and Virgin Megastore.

The astounding success of Pokemon expanded anime's reach to younger audiences. Now, anime is flourishing on broadcast television-kinder and gentler fare animators hope will sustain the momentum created by Pikachu and the other Pokemon characters.

With anime on networks such as the WB Network, Fox Kids and the Cartoon Network, the genre is attracting more younger viewers than ever before. As a consequence, anime's demographic is rapidly changing-a transformation that in 2001 will likely see a significant boost in sales when these kidfriendly programs are released on VHS and DVD.

With Pokemon's popularity slowly fading, anime suppliers and retailers are searching high and low for that "hot" new title. New kidvid anime contenders like ADV Films' reissues of early "Sailor Moon" episodes, Bandai Entertainment's "Gundam Wing" and Pioneer Entertainment's "Cardcaptors" have quickly surfaced to keep the fresh, eye-candy style of anime in children's minds.

As the number of anime programs marketed to children increases, anime suppliers are coming up with new, fresh marketing strategies to get their point across-that anime sells, whether it's aimed toward kids or adults.

"Gundam Wing," one of the Cartoon Network's highest-rated programs, is already enjoying sellthrough success, primarily because of Bandai Entertainment's target demographic strategy.

Jerry Chu, Bandai's marketing coordinator, says anime companies "have traditionally targeted the high teen, young adult and adult demographic."

"But with our increased anime programming on television, we're now able to capture the 7 and up kids as well, while still catering to the...