Mon Aug 25, 2008 — by Robert Greenberger

Marvel Lets Japan Recreate Its Heroes

New incarnations of Iron Man and Wolverine lead a New Universe

Marvel Comics announced a deal with Japan’s Madhouse that will have their core super-heroes reimagined for Japanese audiences.  Originally designed as animated fare, the long-range plans call for the Marvel Japanese Universe to be found on mobile devices and comic books.

Essentially, the heroes will experience new origins taking into account Japanese culture and society.  Their problems, foibles ands villains will all reflect the country of origin, using “something that is part of the fabric of society” according to Jungo Maruta, the president and chief executive of Madhouse. He told the New York Times, “Marvel gives creators freedom to fly.”

The first characters to undergo transformation will be Iron Man and Wolverine in thirty-minute anime intended for Japanese television in 2010. “Although they say, ‘I want Japanese anime,’ it’s not what they actually want. They want a hybrid between Japanese and Western animation,” Alex Yeh, the chief operating officer of the studio, told the Times.

“Marvel has continuously looked to push the boundaries with the Marvel Universe and seek new mediums for our characters. Madhouse is helping us expand the Marvel brand with a truly global vision tailored to themes and artistic styles popular in Japan, creating a uniquely localized and cross-cultural adaptation of the Marvel Universe,” said Simon Philips, President, International & Worldwide Head of Animation, Wireless & Gaming for Marvel Entertainment in a release.

Marvel previously attempted this concept with an India-inspired Spider-Man which was a commercial and critical flop from Gotham Entertainment Group in 2004.

Madhouse was founded in 1972 and is seen as a creative powerhouse in Asia, perhaps best known for its Vampire Hunter D.

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