Japanese culture and entertainment, media mix ( wasei-eigo: メディアミックス, mediamikkusu) is a strategy to disperse content across multiple representations: different broadcast media, gaming technologies, cell phones, toys, amusement parks, and other methods. It is the Japanese term for a  transmedia franchise. 
The term gained its circulation in late 1980s
and is first used to describe adaptations of , but the origins of the strategy can be traced back to the 1960s with the proliferation of Sakyo Komatsu's Japan Sinks anime, with its interconnection of media and commodity goods.
The penetration into the American market of the series such as
and Pokémon Yu-Gi-Oh! gave rise to the recognition of what is variously called  transmedia storytelling, crossmedia, transmediation, media synergy, etc.
Researchers argue that the 1963
marked a shift in Japanese marketing: from the focus on the content of the commodity to "overlapping the commodity image with the character image". Tetsuwan Atomu
Anime's Media Mix: Franchising Toys and Characters in Japan by Marc Steinberg details the evolution of the media mix in Japan.
A number of Japanese
media franchises have gained considerable global popularity, and are among the world's highest-grossing media franchises. Other Japanese media franchises among the world's top 15 highest-grossing media franchises include , Hello Kitty , and Gundam , while the top 30 also includes Dragon Ball , Fist of the North Star Yu-Gi-Oh and . Evangelion 
anime-ka (, recast as anime アニメ化)
dorama-ka (, recast as drama ドラマ化)
gēmu-ka (, recast as computer game ゲーム化)
noberaizu ( recast as novel ノベライズ, "novelize")
komikaraizu ( or コミカライズ, "comicalize") manga-ka (, recast as manga 漫画化) eiga-ka ( recast as movie 映画化)
^ a b
Henry Jenkins, Convergence Culture: Where Old and New Media Collide, p. 110
^ a b Steinberg
Denison, Rayna. "Manga Movies Project Report 1 - Transmedia Japanese Franchising". academia.edu. academia.edu . Retrieved . 2015-07-31
^ a b Steinberg,
"Pokemon Beats Out Star Wars, Marvel as Highest Grossing Media Franchise". ComicBook.com. August 28, 2018. Archived from the original on August 31, 2018 . Retrieved . September 5, 2018
Peters, Megan (June 23, 2018). ". 'Pokemon' Is The Highest-Grossing Franchise Of All-Time" ComicBook.com. Archived from the original on September 9, 2018 . Retrieved . August 13, 2018
Marc Steinberg, Anime's Media Mix: Franchising Toys and Characters in Japan.
The book references and cites numerous sources on the subject