With the evolution of new media platforms and booming popularity of toon-based video games, the anime industry is riding a wave of increasing profitability. Moreover, animated feature films, direct-to-video titles and live action films which utilize sophisticated CGI techniques are all contributing to the lucrative anime business. Toei Animation estimates the character merchandise market is worth ¥1 trillion (US$8.4 billion) per year and has been developing consumer goods and digital products such asgames, graphics and animation which are distributed through retail partners and its own ecommerce system. According to Kanji Kazahaya, Director of Toei’s International Department (Tokyo), the company’s collaborations with partners such as toy and video game giant Bandai Namco have ensured that merchandise and video games are “strong revenue generators”, although revenues vary according to the popularity of each title.