Jun 3, 2010

PURIKYUA (プリキュア)---

It was at least more than six months ago that Aryaa started talking about PURIKYUA--(プリキュア) and HAATOKYACCHY PURIKYUA (ハー トキャッチプリキュア). At the beginning, we didn't have any idea what those strange words meant. We thought it to be some word that she learned in kindergarten. Then when she started talking about characters like KYUAMARI, KYUAPAIN, KYUABUROSSAMU etc. we guessed it to be one of those countless Japanese anime targeting kids.

But it was still strange because she watches very liitle TV at home. It's also not broadcast in the 'free' Education Channel of NHK. I am sure that they don't let kids watch much in kindergarten too. What Aryaa learned about all these crazy characters must be from her friends who watch it. 

I came to know later that this PURIKYUA is the name of a magical anime metaseries being broadcast since 2004. PURIKIYUA is for "Pre Cure" ("Pretty Cure" shortened). HATOKYACCHI PURIKYUA! (ハートキャッチプリキュア!) or "Heartcatch Prettycure"! is the latest (7th) series of PURIKIYUA. 

And these series, its cute little girlie characters with magical powers, seem to be very popular among kidergarten age kids, specially girls. I knew that media was very successful in penetrating adults' thinking but didn't know, until this PURIKYUA thing that it was equally powerful among kids too. Looking at Aryaa, I can see that this series is a great marketing tool. Aryaa demands anything; clothes, bags, shoes, socks--- with PURIKYUA characters printed on them. Gone are the days of ANPANMAN and ZENMAI ZAMURAI. And same is the case with foods too, especially snacks and drinks. In fact, PURIKYUA characters dine with us everyday:) Aryaa always wants PURIKYUA brand FURIKAKE to sprinkle on top of her rice. Every little pack has different characters on them, so a small 'lecture' from Aryaa about those 'PURIKYUA of the day' is a regular ritual in our home:))

I can see Aryaa's sense of different colors improving sharply with theis 'PURIKYUA' thing. 

But it doesn't seem to be 'parents-friendly', as anything with some 'PURIKYUA' character on it costs much more than the same without it:)  

6 comments:

Anonymous said...

Nice to see this artical and I also have the same experience. My daughter is 3 and half now and she also like heart catch pre-cure. At first, we didn't have any idea about ハートキャッチプリキュア. I simply thougt about the furikura.
Later we know the whole story of heart catch pre-cure. Nowadays, my daughter wants pre-cure furikake, t-shirts, towel, chop-stick so so ...

As you wrote, this is not parent friendly. But, the smile of her face after getting pre-cure goods in her hand made me not to bargain with her. Simply I am 親バか.

shail said...

So Arya is into Purikyua now. :) Was entertaining reading about it. Lo @ it not being parent friendly.

Jesson Balaoing said...

hi there, i sign up to follow you,.. i hope you do follow me to...

Basanta said...

Thank you all for your kind comments!

Anonymous, nice to know that we are going through the same experience of being 親バか:) And 100% agree with you that the happiness that pre-cure goods create in her face always disarms me.

Shail, she is already an addict by now. We had big fight over this on Saturday and Sunday morning:)

Jesson, thank you! I am am already one of your followers now.

Anonymous said...

I've been watching Precure since the original Futari wa Pretty Cure first aired, back in '04. I am twenty years old now...

G0rri1a said...

My daughter was going the same way, that was until we went to a live show and saw how violent it was. She was actually scared during the show which consisted of the 'Cute Princesses' punching and kicking and being punched by the bad guys. Pile of garbage if you ask me.

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