The Return of Sailor Moon

One of the more welcome developments in the anime world has been the return of Sailor Moon merchandise after an absence of more than a decade. Despite its huge impact on the world of anime, calling millions of new fans into the genre and introducing more than a few to the concept of “cousins with benefits,” the franchise was allowed to die completely in Japan as Toei moved on to other shows like Ojamajo Doremi and Pretty Cure. Like fans of the original Star Trek series, which was snatched away unkindly in 1969, Sailor Moon’s fans both in Japan and around the world kept the faith, expressing their love of the characters with fanart and, ahem, doujinshi. I might have helped the cause of Sailor Moon in some small way, when I visited an industry convention two years ago and happened to see a young employee from Toei. I buttonholed him, and explained about how there’s a worldwide generation of fans in their 20s who want to have cool Sailor Moon products to buy and new Sailor Moon to watch on TV. Many of these fans have becomes mothers by now, I explained, and they want to share their love of Sailor Moon with their daughters, making costumes and memories together. (Nothing warms me more than the thought of mothers and daughters become closer thanks to Sailor Moon.) J-List’s buyer for bento products and traditional Japanese products is Mai-chan, and she’s in charge of stocking Sailor Moon products, too. It’s a real joy for her because she grew up loving the show, and never dreamed there could be thousands of fans all over the world who feel the way she does.

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