Tetsuo Morisawa
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Tetsuo Morisawa

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Overview
Creamy Mami, the Magic Angel (魔法の天使クリィミーマミ, Mahō no Tenshi Kurīmī Mami?) is a magical girl anime series by Studio Pierrot from 1983. It went on to have five OVA adaptions and featured in other Studio Pierrot special presentations. A three volume manga was released during the original TV run, with the story written by Kazunori Itō and art by Yuuko Kitagawa. This was the first of five magical girl anime to be produced by Studio Pierrot, and the first of these to feature the designs of Akemi Takada. In 2005, the web-poll for TV Asahi's top-100 anime of all time saw Creamy Mami, the Magic Angel poll 82nd.

Yū Morisawa is an ordinary 10-year-old girl, until she sees a spaceship floating in the sky. Carried into the ship, she helps Pino Pino find the Feather Star. In thanks for her assistance he grants her a magical wand, which allows her to transform into a 16-year old girl, for one year. She is also given two cats from Feather Star, Posi and Nega, who are to watch over her while she has magical powers. While wandering around the city as a teenager, she accidentally ends up on TV and asked to sing, which the magic enables her to do remarkably well. Using the alias of Creamy Mami, she becomes an overnight success, and is soon sought to begin a professional career as an idol under Parthenon Productions. Along the way, she also meets past residents of Feather Star and supernatural beings. In addition, she must fight against Snake Joe, a shady character of the rival LP Productions, who is always trying to steal away her and Megumi-chan, another one of Parthenon Productions' top stars.

Creamy Mami (1983) is known as a pioneer of the new marketing strategy, now known as “media mix”. They used an anime to promote a new, least-known idol singer. The real idol singer, Takako Ohta, acted as an idol singer (Creamy Mami) also in the story. The opening theme Delicate ni Suki Shite was her first song in the real world too. Even though Ohta was a new singer and not a trained seiyū, she voiced Yū/Creamy Mami. The result was a great success. The anime Creamy Mami has become famous and Ohta gained a high popularity that still exists today. In 1999, Fuji TV's show Kaishingeki TV Utaemon had a poll to decide the most popular old TV theme song for 25-year-old audience, and Delicate ni Suki Shite was ranked first. This anime has been repeatedly broadcast over the Internet too. As of writing (2006-08-08), people in Japan can legally watch the show on-demand for free on GyaO.

The same “media mix” approach was seen in Idol Densetsu Eriko (1989) and Idol Tenshi Youkoso Yōko (1990). The anime version of Full Moon o Sagashite (2002) basically shares the same format too. Another example is Lemon Angel (1987). Using an anime to promote a singer, per se, was not really new, as there was Pink Lady Monogatari (1978), but Pink Lady was already extremely popular at that time, so it was not that they gained popularity through the anime.

Creamy Mami set the format that would be used for future Studio Pierrot magical girl titles, and was especially influential in Fancy Lala. Creamy Mami also stars in Adesugata Mahou no Sannin Musume, along with Magical Emi and Persia, as well as Majokko Club Yoningumi A-Kukan Kara no Alien X, with Magical Emi, Persia and Pastel Yumi. The popularity of the series not only saw two feature-length sequels, but Creamy Mami also featured in five music video-based productions, starting with the 1985 OVA Lovely Serenade. The second of the feature-length sequels, Magical Angel Creamy Mami Long Goodbye, began with the short animation Mahō no Tenshi Creamy Mami VS Mahō no Princess Minky Momo Gekijou no Daikessen, and where Creamy Mami battles against Ashi Productions' Minky Momo.

Source: Wikipedia
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