The upcoming Dragon Ball Daima anime is set to release in the Fall 2024 season, but its key visual, exact release date, and further teasers have yet to be revealed. This lack of information has caused significant frustration among fans, who have been blaming Toei Animation for the poor marketing of the series. However, recent revelations suggest that the fault lies elsewhere.
An anime fan, @AnimeAjay, took to X (formerly Twitter) to address these frustrations and clarify the situation. According to @AnimeAjay, Shueisha, the publishing company behind Dragon Ball, is actually responsible for the series’ marketing delays.
Behind the Scenes of Dragon Ball Daima’s Marketing Delays
Shueisha commissioned the Dragon Ball Daima project and brought in manga creator Akira Toriyama to provide advice and guidance. Consequently, Shueisha has been heavily involved in both the production and marketing aspects of the project.
During production, Shueisha and Toriyama have been closely overseeing the work done by Toei Animation. For instance, Nakatsuru’s original design for Goku was rejected because it resembled his look from Dragon Ball GT too closely. Additionally, a teaser trailer scene showing Goku’s Gi as more yellow than orange was corrected under Toriyama’s direction. This level of oversight extends to the marketing strategy as well.
I've seen a lot of frustration over Dragon Ball Daima's marketing lately, and I am right there with you, but I want to clear up some misconceptions about where fault lies and how the hierarchy of planning functions with this particular production. 🧵 pic.twitter.com/r1QUaw41Hj
— Ajay (@AnimeAjay) May 22, 2024
Shueisha dictates the timing for releasing trailers, key visuals, and other promotional materials. Toei Animation follows Shueisha’s directives, supplying the necessary assets when instructed. As the premiere date approaches, Shueisha plans to expand the marketing campaign, leveraging third-party services to create a significant impact on the audience. Notably, Shueisha has been focusing on promoting the series at major Western events rather than Japanese ones, aiming to generate immediate excitement and reach a broader audience.
Despite the marketing materials, including the key visual, being ready, Toei Animation is unable to release them without Shueisha’s approval. This approach has led to fan frustration, especially when comparing the marketing efforts for Dragon Ball Daima to those for other Toei Animation projects, such as Eiichiro Oda’s One Piece.
@AnimeAjay urged fans to direct their frustration towards Shueisha instead of Toei Animation, as the delay in marketing is not due to the production team’s incompetence but rather Shueisha’s strategic decisions. Fans hope that more details about Dragon Ball Daima will be revealed soon as the premiere date draws nearer.
