:Magical girl

{{Anime and manga}}

Despite no presence of magic, the manga series Princess Knight (1953) is seen as a prototype for the magical girl genre,{{cite book|last1=Gravett|first1=Paul|title=Manga: Sixty Years of Japanese Comics|date=2004|publisher=Laurence King|location=London|isbn=1856693910|edition=2nd|page=77}} as it set forth the appeal of girls who transform to do things they normally cannot perform. Himitsu no Akko-chan (1962), serialized in the shōjo manga magazine Ribon, is credited as the earliest magical girl manga series.{{cite book|last1=Thompson|first1=Jason|title=Manga: The Complete Guide|date=2007|publisher=Del Rey Books|location=New York|isbn=978-0345485908}}{{rp|8}} Sally the Witch followed in 1966, with a concept inspired by the American sitcom Bewitched. Its 1966 anime television adaptation produced by Toei Animation, is regarded as the first magical girl anime.{{rp|78}}{{cite magazine |author= |date=July 1997 |title=キネマ旬報別冊『動画王 vol.02 スーパー魔女っ子大戦』 |page=25 |url=https://www.kinejun.com/ |language=ja |magazine=Kinema Junpo |location=Japan |publisher=Kinema-Junposha.Co.Ltd |access-date=2020-12-07 |archive-date=December 12, 2020 |archive-url=https://web.archive.org/web/20201212102352/https://www.kinejun.com/ |url-status=live}}{{cite journal |last=Boren |first=James |title=The Making of a Magical Girl |journal=Animerica |volume=11 |issue=9 |page=31 |publisher=Viz Media |date=September 2003}} This anime adaptation introduced the idea of using a compact to transform, a characteristic that is still present in modern series in the genre.{{cite news|url=https://magmix.jp/post/38350/|title=女の子が憧れた『ひみつのアッコちゃん』 大ヒットの要は「コンパクトと呪文」だった？|language=ja|work=Magmix |date=2020-10-24|access-date=2020-12-07|archive-date=November 1, 2020|archive-url=https://web.archive.org/web/20201101011011/https://magmix.jp/post/38350|url-status=live}}

Toei Animation produced most of the magical girl series of the 1970s, collectively known as the {{ill|Majokko Series|ja|東映魔女っ子シリーズ}}. This popularized the term {{nihongo|{{lang|ja-Latn|majokko}}|魔女っ子||{{literal translation|little witch}}}} for the genre, especially with Mahōtsukai Chappy (1972) and Majokko Megu-chan (1974). Megu-chan has been noted in particular for its portrayal of multiple magical girls and the friendship between girls. Coinciding with the influence of the women's liberation movement in Japan, magical girls began displaying a "certain coquettishness" in the 1970s.

In 1980, Toei released Lalabel, the Magical Girl, the first instance of the term "{{lang|ja-Latn|mahō shōjo}} (magical girl)" being used.{{cite book |last=Aihara |first=Ruriko |date=2020-02-10 |title='80s &'90s 魔女っ子おもちゃブック|trans-title='80s & '90s Majokko Toy Book|language=ja |location=Japan |publisher=Graphicsha |isbn=978-4766133462}}{{rp|6}} In the following years, other studios besides Toei began producing magical girl anime series, such as Magical Princess Minky Momo (1982) and Creamy Mami, the Magic Angel (1983), the latter of which was the first installment of Studio Pierrot's {{ill|Magic Girl Series|ja|ぴえろ魔法少女シリーズ}}.{{rp|7}} A characteristic of Minky Momo and Creamy Mami showed girls transforming into grown-up images of themselves,{{cite magazine |author= |title=特集 魔法少女が大好き！ |trans-title=Special feature: We love magical girls! |url=http://www.ohtabooks.com/publish/2016/08/12161712.html |magazine=Kettle |language=ja |location=Japan |publisher=Ohta Publishing |volume=32 |isbn=978-4778315429 |date=2016-08-17 |access-date=2021-03-07}}{{rp|29}} which has been linked to the increasing prominence of women at this time including politician Takako Doi, the all-female band Princess Princess, and pop idol Seiko Matsuda, as well as the passage of the Equal Employment Opportunity Act in 1985. Yuji Nunokawa, the producer of both Minky Momo and Creamy Mami, noted that male fans of the magical girl genre increased after Creamy Mami due to the shows' use of transformations and they enjoyed watching girls using magic to solve their problems in ways men traditionally could not.{{cite book |last1=Galbraith |first1=Patrick W. |title=Otaku and the Struggle for Imagination in Japan |date=12 June 2019 |publisher=Duke University Press |location=Durham |isbn=9781478006299}} Due to the popularity of Minky Momo and Studio Pierrot's shows, the term "{{lang|ja-Latn|majokko}}" had largely fallen out of use in favor of "magical girl".{{Citation needed|date=December 2020}}

Sailor Moon (1991), whose anime adaptation was broadcast from 1992 to 1997, revolutionized the magical girl genre by combining "transforming hero" elements from live-action {{lang|ja-Latn|tokusatsu}} hero shows like Super Sentai and Kamen Rider with traditionally feminine interests, such as romance and fashion.{{rp|8}} Up until then, magical girl series were comedic and the characters' use of magic only exacerbated social conflict. A key attribute of the transformations in Sailor Moon is that they focused on exaggerating the characters' beauty through make-up and fashion, negating the link between cuteness and weakness traditionally seen in women. In addition, unlike previous magical girl series, Sailor Moon featured a team of magical girls as the main characters, with male characters supporting them in battle.{{rp|28}} The format of using fighting, transforming heroines became popular and were used in other magical girl series following Sailor Moon.{{rp|199}}{{cite book|last1=Poitras|first1=Gilles|title=Anime Essentials: Every Thing a Fan Needs to Know|date=2004|publisher=Stone Bridge Press|location=Berkeley, California|isbn=1880656531|pages=31–32|edition=4th}} Series that attempted to capitalize on Sailor Moon{{'s}} success include Akazukin Chacha, whose anime adaptation created an original arc featuring "transforming heroine" characteristics;{{rp|106}} Cutie Honey Flash (1997), a remake of the original male-oriented science fiction series Cutie Honey (1973) for a young female demographic;{{cite journal |last1=Yamashita |first1=Reiko |title==「アニメとジェンダー」～変わる?アニメの世界 |journal=現代社会学研究 [Contemporary Sociology Research] |date=2002 |volume=15 |url=https://www.jstage.jst.go.jp/article/hokkaidoshakai1988/15/0/15_0_107/_pdf |access-date=27 January 2021 |trans-title="Anime and Gender" Changing? The World of Anime |publisher=Hokkaido Sociological Association |location=Japan |language=ja |archive-date=October 21, 2020 |archive-url=https://web.archive.org/web/20201021043629/https://www.jstage.jst.go.jp/article/hokkaidoshakai1988/15/0/15_0_107/_pdf |url-status=live}} and Wedding Peach.{{cite web |last1=Dennison |first1=Kara |title=Three 90s Magical Girl Shows That Wanted to Be the Next Sailor Moon |url=https://blog.vrv.co/kdennison/3910/three-90s-magical-girl-shows-that-wanted-to-be-the-next-sailor-moon/ |website=VRV |publisher=Wayback Machine |access-date=30 January 2021 |archive-url=https://web.archive.org/web/20190615091029/https://blog.vrv.co/kdennison/3910/three-90s-magical-girl-shows-that-wanted-to-be-the-next-sailor-moon/ |archive-date=15 June 2019 |date=31 October 2018 |url-status=dead}}

In the following years, the magical girl genre became diversified. While Sailor Moon also drew in male fans, Cardcaptor Sakura (1998) was extremely popular among men in spite of its target demographic for including themes such as cosplay, boys' love, {{lang|ja-Latn|otokonoko}}, and {{lang|ja-Latn|yuri}}.{{cite news|url=https://realsound.jp/movie/2016/11/post-3245.html|title=魔法少女アニメなぜ激増？『魔法使いサリー』から『魔法少女育成計画』に至る系譜を読む|language=ja|work=Real Sound|date=2016-11-18|access-date=2020-12-07|archive-date=April 22, 2020|archive-url=https://web.archive.org/web/20200422103001/https://realsound.jp/movie/2016/11/post-3245.html|url-status=live}} Cardcaptor Sakura was also one of the series that influenced the idea of {{lang|ja-Latn|moe}}, which was integrated into later magical girl series aimed at an adult male audience. Likewise, Cutie Honey Flash also drew in a male audience who were fans of the original Cutie Honey series.{{rp|111–112}}

{{redirect|Magical boy||Magic Boy (disambiguation){{!}}Magic Boy}}

After the end of Ojamajo Doremi (1999), Toei Animation's first original magical girl anime series since 1985,{{rp|9}} Pretty Cure was broadcast in 2004, with new installments broadcast yearly. Similar to Sailor Moon, Pretty Cure drew influences from {{lang|ja-Latn|tokusatsu}} hero shows, but unlike the former, it was heavily focused on action and used the same talents who worked on Kamen Rider and Super Sentai.{{cite news|first=Ivan|last=Ituriel|url=https://www.animenewsnetwork.com/feature/2020-10-30/pretty-cure-101-everything-you-need-to-know-and-some-things-you-dont/.164903|title=Pretty Cure 101: Everything You Need to Know And Some Things You Don't|work=Anime News Network|date=2020-10-30|access-date=2020-12-07|archive-date=December 1, 2020|archive-url=https://web.archive.org/web/20201201022453/https://www.animenewsnetwork.com/feature/2020-10-30/pretty-cure-101-everything-you-need-to-know-and-some-things-you-dont/.164903|url-status=live}} This helped the series achieve widespread demographic appeal outside of young girls.

At the same time, the target demographic of magical girl shows expanded. With more late-night anime being produced in the early 2000s, magical girl shows aimed at an older male demographic were produced, a notable one being Magical Girl Lyrical Nanoha (2004), a spin-off originating from the adult game series Triangle Heart. As the series were targeted towards older audiences, this allowed for dark and mature themes to be explored, including death and the price of magical power. The magical girl genre earned renewed popularity in the 2010s with the advent of Puella Magi Madoka Magica (2011),{{cite web |title=【魔法少女まどか☆マギカ】魔法少女になるならどの子がいい？【人気アンケート実施中】 |url=https://nlab.itmedia.co.jp/research/articles/102011/ |website=ITmedia |access-date=5 February 2021 |language=ja |date=1 February 2021}} whose mature themes and darker approach earned acclaim from viewers and critics outside the conventional audience group.{{cite web |last1=Loveridge |first1=Lynzee |title=The List - 7 Horrifying Magical Girl Anime |url=https://www.animenewsnetwork.com/the-list/2018-07-22/.134507 |website=Anime News Network |access-date=5 February 2021 |language=en |date=22 July 2018}}{{cite news|first=Paul|last=Jensen|url=https://www.animenewsnetwork.com/feature/2016-12-16/rise-of-the-dark-magical-girls/.1100e=2016-12-04|title=Rise of the Dark Magical Girls|work=Anime News Network|date=2016-12-16|access-date=2020-12-07|archive-date=August 6, 2020|archive-url=https://web.archive.org/web/20200806122535/https://www.animenewsnetwork.com/feature/2016-12-16/rise-of-the-dark-magical-girls/.110004|url-status=live}}{{cite web |url=http://www.laweekly.com/publicspectacle/2012/10/22/how-puella-magi-madoka-magica-shatters-anime-stereotypes?showFullText=true|title=How Puella Magi Madoka Magica Shatters Anime Stereotypes|website=LA Weekly|first=Liz|last=Ohanesian|date=October 22, 2012|access-date=August 18, 2014|archive-url=https://web.archive.org/web/20140426215415/http://www.laweekly.com/publicspectacle/2012/10/22/how-puella-magi-madoka-magica-shatters-anime-stereotypes?showFullText=true|archive-date=April 26, 2014}} Other examples of late-night magical girl anime include Day Break Illusion (2013) and Fate/Kaleid Liner Prisma Illya (2013). Though transforming heroine shows remain popular, traditional magical girl series featuring witches demonstrating the importance of hopes and dreams, such as Tweeny Witches (2004) and Little Witch Academia (2013) were still produced.

In addition to late-night magical girl series, media exploring the idea of male characters as magical girls (colloquially known as "magical boys"{{cite news|first=Amy|last=McNulty|url=https://www.animenewsnetwork.com/review/cute-high-earth-defense-club-love/episode-9/.85594|title=Cute High Earth Defense Club LOVE! Episode 9|work=Anime News Network|date=2015-03-04|access-date=2020-12-07|archive-date=November 30, 2020|archive-url=https://web.archive.org/web/20201130030648/https://www.animenewsnetwork.com/review/cute-high-earth-defense-club-love/episode-9/.85594|url-status=live}}) were introduced, most of them as comedic parodies.{{rp|29}} Kimagure Orange Road (1985) introduced audiences to the idea of a "magical boy" character.{{cite journal |last1=Newitz |first1=Annalee |title=Magical Girls and Atomic Bomb Sperm: Japanese Animation in America |journal=Film Quarterly |date=1 October 1995 |volume=49 |issue=1 |pages=2–15 |doi=10.2307/1213488 |publisher=University of California Press|jstor=1213488 |s2cid=56255959}} Cute High Earth Defense Club Love! (2015) features a cast of male characters parodying the magical girl concepts combined with growing interest in {{lang|ja-Latn|bishōnen}} shows aimed at a {{lang|ja-Latn|fujoshi}} audience.{{cite news|first=Rose|last=Bridges|url=https://www.animenewsnetwork.com/review/cute-high-earth-defense-club-love-episodes-1-12-streaming/.87530|title=Cute High Earth Defense Club LOVE! Episodes 1-12 Streaming|work=Anime News Network|date=2015-05-13|access-date=2020-12-07|archive-date=November 6, 2020|archive-url=https://web.archive.org/web/20201106182443/https://www.animenewsnetwork.com/review/cute-high-earth-defense-club-love-episodes-1-12-streaming/.87530|url-status=live}} Other magical boy parodies include Is This a Zombie? (2011){{cite news|first=Theron|last=Martin|url=https://www.animenewsnetwork.com/review/is-this-a-zombie/dvd-the-complete-series-limited-edition|title=Is This A Zombie? DVD - The Complete Series [Limited Edition]|work=Anime News Network|date=2013-01-24|access-date=2020-12-07|archive-date=April 26, 2019|archive-url=https://web.archive.org/web/20190426091720/https://www.animenewsnetwork.com/review/is-this-a-zombie/dvd-the-complete-series-limited-edition|url-status=live}} and Magical Girl Ore (2018).{{cite news|first=Lauren|last=Orisin|url=https://www.animenewsnetwork.com/review/magical-girl-ore/episode-12/.133100|title=Magical Girl Ore: Episode 12|work=Anime News Network|date=2018-06-20|access-date=2020-12-07|archive-date=May 9, 2019|archive-url=https://web.archive.org/web/20190509052013/https://www.animenewsnetwork.com/review/magical-girl-ore/episode-12/.133100|url-status=live}}

Magical girl series use elements associated with female interests, such as accessories associated with traditional femininity, child-rearing, and romance. Magical girl characters are typically 10 to 14 years old, with cute features and an appearance resembling a princess or an idol singer.{{rp|110}} Older women are usually portrayed as villains.{{rp|110}} Professor Bill Ellis noted that in traditional Japanese folklore, powerful women were depicted to be monstrous, similar to Oni.{{cite journal |last1=Cleto |first1=Sara |last2=Bahl |first2=Erin Kathleen |title=Becoming the Labyrinth: Negotiating Magical Space and Identity in Puella Magi Madoka Magica |journal=Humanities |date=6 April 2016 |volume=5 |issue=2 |pages=20 |doi=10.3390/h5020020 |doi-access=free}}

In magical girl series, the main female characters transform into prettier, more mature-looking versions of themselves who have special powers, an idea originating from Princess Knight. Unlike hero shows, the items used to initiate transformation are often "cute" accessories associated with femininity and beauty. The first example of an item used to aid the transformation is the anime adaptation of Himitsu no Akko-chan, in which Akko uses a compact to transform; since the broadcast of the series, compacts are commonly used as a transformation item.

The {{nihongo|"transforming heroine"|変身ヒロイン|henshin hiroin}} is a concept adapted from {{lang|ja-Latn|tokusatsu}} hero shows (dramas or movies) that was first popularized by Sailor Moon in the early 1990s; it has been a staple of magical girl series since.{{rp|9}} The transforming heroine features an ordinary schoolgirl who changes into an "adorable" costume with "cute" accessories; she then uses a sceptre (or a similar weapon) to channel magical energy in order to fight against the forces of evil. This format has allowed magical girls to be viewed as superheroines, especially in the West during the girl power movement of the 1990s. Comparisons have been drawn to Western superheroines like Buffy the Vampire Slayer and Wonder Woman, but unlike the former, "transforming heroine" series use femininity to weaponize and also features young girls instead of women, while older women are typically portrayed as villains in magical girl series.{{rp|110}}

A common goal for magical girl characters since the 1960s is romance that eventually results in marriage.{{rp|110}} While heterosexual romance was present and received focus in magical girl series, post–Sailor Moon works saw a diminished presence in male characters in favor of focusing on the friendships between the main female characters. Akiko Sugawa suggests that the future of magical girl shows may include rebellion against sexual norms, using Puella Magi Madoka Magica as an example of {{lang|ja-Latn|yuri}} relationships favored over heterosexual relationships.

In 1989, Shotaro Ishinomori produced the first live-action magical girl series, {{ill|Mahō Shōjo Chūka na Pai Pai!|ja|魔法少女ちゅうかなぱいぱい!}}, as part of the Toei Fushigi Comedy Series.{{rp|7}} The popularity of the show led to five more installments produced, including La Belle Fille Masquée Poitrine and {{ill|Yūgen Jikkō Sisters Shushutrian|ja|有言実行三姉妹シュシュトリアン}},{{cite news |url=https://www.cinematoday.jp/news/N0046417/ |title=イナズマン＆ポワトリン、冬のライダー映画に登場決定！サナギマンも復活し映画初出演！ |language=ja |work=Cinema Today |date=2012-09-29 |access-date=2020-12-06 |archive-date=October 20, 2020 |archive-url=https://web.archive.org/web/20201020221912/https://www.cinematoday.jp/news/N0046417 |url-status=live}} with all of them categorized as the {{nihongo|{{lang|ja-Latn|Bishōjo}} Series|美少女シリーズ}}.{{rp|7}} The shows were viewed as a female counterpart to {{lang|ja-Latn|tokusatsu}} series aimed at young boys, such as Super Sentai, Kamen Rider, and Ultraman; however, interest in the genre declined in the early 1990s due to competing toy sales with Sailor Moon and other magical girl anime.{{cite news |title=大人気シリーズ第二弾『魔法×戦士 マジマジョピュアーズ！ |url=https://realsound.jp/tech/2018/04/post-179945.html |access-date=December 6, 2018 |work=Real Sound |date=April 8, 2018 |language=ja |archive-date=December 7, 2018 |archive-url=https://web.archive.org/web/20181207045748/https://realsound.jp/tech/2018/04/post-179945.html |url-status=live}} Live-action magical girl series were revived with the Girls × Heroine series, beginning with Idol × Warrior Miracle Tunes! in 2017.{{cite news |first=Keisuke |last=Yamamoto |url=https://www.oricon.co.jp/special/52567/ |title=プリキュア一強に終止符？ 話題の「女児向け特撮ドラマ」担当者に聞く、子ども番組が"守るべきもの" |language=ja |work=Oricon |date=2019-02-27 |access-date=2019-06-12 |archive-date=April 28, 2019 |archive-url=https://web.archive.org/web/20190428152326/https://www.oricon.co.jp/special/52567/ |url-status=live}}

Magical girl series aimed at young girls were often marketed with a merchandise line, with Kumiko Saito saying that magical girl anime is best understood as "twenty-five-minute advertisements for toy merchandise", highlighting the high production costs and the involvement of Bandai in Sailor Moon and Pretty Cure.{{cite journal |last1=Saito |first1=Kumiko |date=2 January 2014 |title=Magic, Shōjo, and Metamorphosis: Magical Girl Anime and the Challenges of Changing Gender Identities in Japanese Society |url=https://www.cambridge.org/core/journals/journal-of-asian-studies/article/abs/magic-shojo-and-metamorphosis-magical-girl-anime-and-the-challenges-of-changing-gender-identities-in-japanese-society/AAA8B9C5895D35A48C9EFC28495D4F9B |access-date=17 February 2021 |journal=The Journal of Asian Studies |language=en |publisher=Cambridge University Press |publication-date=February 2014 |volume=73 |issue=1 |pages=143–164 |doi=10.1017/S0021911813001708 |issn=0021-9118 |jstor=43553398|s2cid=162306735 |url-access=subscription }} Reiko Yamashita also mentioned Ojamajo Doremi as an example of a series with mass toy production.{{rp|114}} Pretty Cure has become Japan's fifth highest grossing franchise as of 2010 in part due to its high merchandise sales.{{cite book |title=コンテンツ2次利用市場（ライセンス市場）に係る 競争環境及び海外市場動向実態調査 |date=2011 |publisher=Ministry of Economy, Trade and Industry |pages=22–23 |url=http://www.kanto.meti.go.jp/kankobutu/data/contents_kaigaishijyo_chousa.pdf#page=24 |access-date=December 7, 2020 |archive-date=April 13, 2015 |archive-url=https://web.archive.org/web/20150413021105/http://www.kanto.meti.go.jp/kankobutu/data/contents_kaigaishijyo_chousa.pdf#page=24 |url-status=live}} For the Girls × Heroine series, Shogakukan project manager Reiko Sasaki stated that she had to create scenarios on how to integrate the toys into the show.{{cite news|first=Keisuke|last=Yamamoto|url=https://www.oricon.co.jp/special/52567/|title=プリキュア一強に終止符？ 話題の「女児向け特撮ドラマ」担当者に聞く、子ども番組が"守るべきもの"|language=ja|work=Oricon|date=2019-02-27|access-date=2019-06-12|archive-date=April 28, 2019|archive-url=https://web.archive.org/web/20190428152326/https://www.oricon.co.jp/special/52567/|url-status=live}} Himitsu no Akko-chan was the earliest example of having a merchandise line and was a "huge hit".{{rp|6}} Toys from the 1980s were commonly in bright colors and were mostly compact cases or sticks, with the character's face sometimes printed on them.{{rp|11}} From 1990 to 1994, toy sets began including pendants as part of transformation items, along with feminine motifs, such as hearts and stars; most of the toys were pink at the time.{{rp|56}} From 1995 to 1999, the toys became more colorful.{{rp|120}}

For Sailor Moon{{'s}} 20th anniversary, in 2013, Bandai, the producer of their toy line, released a cosmetics line based on transformation items seen in the series, aimed at adult women who grew up with the show.{{cite news|first=Egan|last=Loo|url=https://www.animenewsnetwork.com/interest/2013-06-04/sailor-moon-crystal-star-inspires-real-cosmetic-for-adults|title=Sailor Moon's Crystal Star Inspires Real Cosmetic for Adults|work=Anime News Network|date=2013-06-04|access-date=2021-02-02}} This was followed by a life-sized replica of Sailor Moon's Moon Stick, which Bandai produced as part of their {{ill|Proplica|ja|PROPLICA}} merchandise line aimed at adult collectors,{{cite news|url=https://www.animenewsnetwork.com/interest/2013-10-17/bandai-revamps-sailor-moon-moon-stick-toy-for-grown-ups | title=Bandai Revamps Sailor Moon's Moon Stick Toy for Grown-ups|work=Anime News Network|date=2013-10-17|access-date=2021-02-02}} as well as a jewelry line.{{cite news|first=Chris|last=Nishijima|url=https://www.animenewsnetwork.com/interest/2014-11-29/bandai-releases-new-line-of-sailor-moon-earrings/.81291|title=Bandai Releases New Line of Sailor Moon Earrings|work=Anime News Network|date=2014-11-29|access-date=2021-02-02}} In the years that followed, other magical girl franchises released merchandise lines aimed towards adult women, through collaborations with fashion brands such as {{ill|Earth Music & Ecology|ja|アースミュージックアンドエコロジー}}'s Japan Label,{{cite web|url=https://emae-jp.tumblr.com/post/18944032329/about|title=about Japan Label|work={{ill|Earth Music & Ecology|ja|アースミュージックアンドエコロジー}}|via=Tumblr|date=2012-03-08|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/131285|title=キュゥべえ柄プルオーバーなど、女性向け「まどか☆マギカ」コラボアパレル|language=ja|work=Natalie|date=2014-11-14|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/174181|title=「CCさくら」×earth music＆ecology、桜ワンピや魔法陣スカートが登場|language=ja|work=Natalie|date=2016-01-29|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/300211|title=「CCさくら」×earth、制服風のニットやケロちゃんが覗くトートなど6アイテム|language=ja|work=Natalie|date=2018-09-19|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/393864|title=「おジャ魔女どれみ」×earthがコラボ、どれみたちをイメージした洋服やアクセサリー|language=ja|work=Natalie|date=2020-08-27|access-date=2020-10-09}} {{ill|Liz Lisa|ja|LIZ LISA}},{{cite news|url=https://mantan-web.jp/article/20180502dog00m200020000c.html|title=おジャ魔女どれみ：LIZ LISAコラボのワンピース登場 どれみのパティシエ服をイメージ|trans-title=Ojamajo Doremi: Liz Lisa collaboration one-piece revealed! Based on Doremi's patissier uniform|language=ja|work=Mantan Web|date=2018-05-03|access-date=2020-08-17}} {{ill|Thank You Mart|ja|サンキューマート}},{{cite news|first=Misato|last=Nagoya|url=https://www.buzzfeed.com/jp/misatonagoya/majyo-goods|title=サンキューマートにおジャ魔女どれみのグッズが売ってたんだが|work=BuzzFeed Japan|date=2018-03-25|access-date=2021-02-02}}{{cite news|first=Kara|last=Dennison|url=https://www.crunchyroll.com/anime-news/2019/07/11/creamy-mami-character-goods-prove-showa-idols-are-forever | title=Creamy Mami Character Goods Prove Showa Idols Are Forever|work=Crunchyroll|date=2019-07-11|access-date=2021-02-02}} SuperGroupies,{{cite news|url=https://www.animatetimes.com/news/details.php?id=1496206951|title=TVアニメ『カードキャプターさくら』の桜のバトル衣装をイメージのコラボエプロン3種＆ケロちゃんとスッピーのミトンセット発売|language=ja|work=Animate|date=2017-05-31|access-date=2021-02-02}}{{cite news|url=https://www.animatetimes.com/news/details.php?id=1508817618|title=『おジャ魔女どれみ』より腕時計＆バッグと春風どれみ＆藤原はづき＆妹尾あいこ＆瀬川おんぷの4人をイメージしたランジェリーセットが登場！|trans-title=Wristwatch, bag, and Doremi Harukaze/ Hazuki Fujiwara / Aiko Senoo / Onpu Segawa inspired lingerie set from Ojamajo Doremi revealed!|language=ja|work=Animate|date=2017-10-24|access-date=2020-08-17}} and Favorite.{{cite news|url=https://natalie.mu/comic/news/318816|title=「神風怪盗ジャンヌ」×Favoriteコラボ、桃栗学園制服やアクセスイメージしたワンピも|language=ja|work=Natalie|date=2019-02-05|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/320421|title=「ぴちぴちピッチ」るちあ、波音、リナをイメージしたコラボワンピース3種|language=ja|work=Natalie|date=2019-02-18|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/320554|title=「おジャ魔女どれみ」×Favoriteコラボ、どれみたちの見習い服がワンピースに|language=ja|work=Natalie|date=2019-02-19|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/335297|title=「東京ミュウミュウ」コラボワンピース、ミュウイチゴやカフェ制服モチーフの5種|language=ja|work=Natalie|date=2019-06-12|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/346352|title=「まどか☆マギカ」コラボワンピ、まどかたちの魔法少女衣装や見滝原中学校の制服も|language=ja|work=Natalie|date=2019-09-05|access-date=2021-02-02}}{{cite news|url=https://natalie.mu/comic/news/357750|title=「CCさくら」Favoriteとのコラボ第2弾、魔法陣あしらったパーカーワンピなど|language=ja|work=Natalie|date=2019-12-02|access-date=2021-02-02}}

In China, Balala the Fairies is an ongoing franchise originating as a live-action series before transferring to animation, though it was accused of plagiarizing Pretty Cure.{{cite news|first=Yūsuke|last=Yamada|url=https://news.ameba.jp/entry/20150204-633|title=中国産魔法少女アニメ『バララシャオモーシェン』がプリキュアっぽいような|trans-title=Chinese magical girl series Balala the Fairies seems to resemble Pretty Cure|language=ja|work=Kotaku Japan|via=Ameba|date=2015-02-04|access-date=2020-12-07|archive-date=January 27, 2021|archive-url=https://web.archive.org/web/20210127224955/https://news.ameba.jp/entry/20150204-633|url-status=live}}

File:Winx Club main characters cast.png (2004–2019)]]

Similar to Japan, the transforming heroine concept coined by Sailor Moon saw popularity when the show was broadcast overseas in the 1990s due to the girl power movement taking place in Europe and the United States at the time. The influence of Sailor Moon has led magical girls to be associated with superheroines in the West. Notable examples include W.I.T.C.H. (2001) and Winx Club (2004) in Italy;{{cite book|last1=Altehenger|first1=Jennifer E.|editor1-last=Yung|editor1-first=Anthony Y.H.|title=Asian Popular Culture: The Global (Dis)continuity.|date=2013|publisher=Taylor and Francis|location=Hoboken, New Jersey|isbn=9781134089956|pages=66–70|chapter-url=https://books.google.com/books?id=Htqw-BHJlnwC&pg=PA66|access-date=October 18, 2017|chapter=Chapter 4: Comic Travels: Disney Publishing in the People's Republic of China|archive-date=August 5, 2020|archive-url=https://web.archive.org/web/20200805175609/https://books.google.com/books?id=Htqw-BHJlnwC&pg=PA66|url-status=live}}{{cite news|first=Priyanka|last=Bose|url=https://www.avclub.com/sailor-moon-s-impact-on-modern-american-animation-remai-1844994160|title=Sailor Moon's impact on modern American animation remains undeniable|work=The A.V. Club|date=2020-09-18|access-date=2020-12-07|archive-date=December 21, 2020|archive-url=https://web.archive.org/web/20201221235842/https://tv.avclub.com/sailor-moon-s-impact-on-modern-american-animation-remai-1844994160|url-status=live}} and Totally Spies! (2001), LoliRock (2014),{{cite web|last1=Anders|first1=Ella|title=Lolirock Arrives At Long Last to US|url=http://www.bsckids.com/2016/04/lolirock-arrives-long-last-us/|website=BSC Kids|access-date=April 20, 2017|date=April 27, 2016|archive-date=August 7, 2017|archive-url=https://web.archive.org/web/20170807112150/http://www.bsckids.com/2016/04/lolirock-arrives-long-last-us/|url-status=live}}{{cite news|first=Rebecca|last=Silverman|url=https://www.animenewsnetwork.com/feature/2020-07-01/our-most-anticipated-anime-of-summer-2020/.161217|title=Our Most Anticipated Anime Of Summer 2020|work=Anime News Network|date=2020-07-01|access-date=2020-12-07|quote=There's also something vaguely reminiscent of the French 2014 – 2017 magical girl cartoon LoliRock, and since that streamed on Netflix, the visual similarities may prove helpful as well.|archive-date=November 6, 2020|archive-url=https://web.archive.org/web/20201106012059/https://www.animenewsnetwork.com/feature/2020-07-01/our-most-anticipated-anime-of-summer-2020/.161217|url-status=live}} and Miraculous: Tales of Ladybug & Cat Noir (2015) in France.{{cite web|last1=Anders|first1=Ella|title=Part Magical Girl, Part Superhero; Ladybug Arrives State-Side in Fall|url=http://www.bsckids.com/2015/07/part-magical-girl-part-superhero-ladybug-arrives-state-side-fall/|website=BSC Kids|access-date=January 9, 2016|date=July 2, 2015|archive-date=January 27, 2021|archive-url=https://web.archive.org/web/20210127225001/http://www.bsckids.com/2015/07/part-magical-girl-part-superhero-ladybug-arrives-state-side-fall/|url-status=live}}{{cite web|last1=Collins|first1=Elle|title=Teen French Heroes Ladybug & Cat Noir Arrive On Nickelodeon|url=http://comicsalliance.com/nickelodeon-ladybug-cat-noir/|website=ComicsAlliance|access-date=February 27, 2016|archive-url=https://web.archive.org/web/20160216171301/http://comicsalliance.com/nickelodeon-ladybug-cat-noir/|archive-date=February 16, 2016|date=December 3, 2015}}

Animated series from the United States, including The Powerpuff Girls (1998), Bee and PuppyCat (2013),{{cite web |last1=Kahn |first1=Juliet |title=Bee & Puppycat's Natasha Allegri: The ComicsAlliance Interview |url=https://comicsalliance.com/natasha-allegri-interview-bee-puppycat/ |website=ComicsAlliance |access-date=25 November 2021 |language=en |date=27 August 2014}} Steven Universe (2013),{{cite news|first=Susana|last=Polo|url=https://www.polygon.com/tv/2016/5/11/11604098/steven-universe-explained|title=Steven Universe, Explained|work=Polygon|date=2016-05-11|access-date=2020-12-07|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108120412/http://www.polygon.com/tv/2016/5/11/11604098/steven-universe-explained|url-status=live}} Star vs. the Forces of Evil (2015), and Magical Girl Friendship Squad (2020),{{cite news|first=Jesse|last=Schedeen|url=https://sea.ign.com/review/164273/syfys-tzgz-series-premieres-magical-girl-friendship-squad-wild-life-review|title=Review: Syfy's late-night animation block adds one winner and one misfire.|work=IGN Southeast Asia|date=2020-09-29|access-date=2020-12-07|archive-date=January 27, 2021|archive-url=https://web.archive.org/web/20210127225031/https://sea.ign.com/review/164273/syfys-tzgz-series-premieres-magical-girl-friendship-squad-wild-life-review|url-status=live}} have been influenced by magical girl themes and reference them. Characters in My Little Pony: Equestria Girls are described as "full-time students and part-time magical pony girls".{{cite web|url=https://press.discovery.com/us/dfc/press-releases/2017/girls-canterlot-high-return-discovery-family--4057/|title=The Girls of Canterlot High Return to Discovery Family in Three New My Little Pony: Equestria Girls Specials to Air Throughout the Network's Annual "Summer Splash" Programming Event|website=Discovery|date=May 26, 2017|access-date=October 28, 2018|archive-date=October 29, 2018|archive-url=https://web.archive.org/web/20181029030753/https://press.discovery.com/us/dfc/press-releases/2017/girls-canterlot-high-return-discovery-family--4057/|url-status=live}}

The influence of the genre has also been seen in Western comics and graphic novels, such as Agents of the Realm (2014),{{Cite web|last=Cruz|first=Larry|date=2014-08-18|title='Agents of the Realm': She is the one named Sailor Norah|url=https://www.cbr.com/agents-of-the-realm-she-is-the-one-named-sailor-norah/|access-date=2020-09-21|website=CBR|language=en-US}} Zodiac Starforce (2015),{{cite web |date=2015-08-05 |title=Zodiac Starforce #1 |url=https://www.cbr.com/zodiac-starforce-1/ |url-status=live |archive-url=https://web.archive.org/web/20210127225051/https://www.cbr.com/zodiac-starforce-1/ |archive-date=January 27, 2021 |access-date=2020-12-07 |website=Comic Book Resources}} and Sleepless Domain (2015).{{Cite web |date=2022-10-06 |title=The Price of Magic (Sleepless Domain #1) by Mary Cagle |url=https://www.publishersweekly.com/9781648276507 |access-date=2022-10-06 |website=Publishers Weekly}}

Magical girl series have been linked to female empowerment since the 1970s, from exploring female sexuality to weaponizing femininity. Aside from feminine gender norms from the genre's defiance against female gender roles, the magical girl genre has also influenced a shift in male gender norms as the stigma between traditional femininity and weakness were removed.

Akiko Shimada's 2011 dissertation Representations of Girls in Japanese Magical Girl TV Animation Programmes from 1966 to 2003 and Japanese Female Audiences' Understanding of Them references Yokokawa (1991) and Murase (2000) who state that in Japanese language, the word "shojo" is always used in third person. Young girls do not refer to themselves as "shojo". This reflects on how narratives about shojo are crafted from a third-party, often male lens.{{Cite thesis |last=Shimada |first=Akiko Sugawa |date=September 2011 |title=Representations of Girls in Magical Girl TV Animation Programmes from 1966 to 2003 and Japanese Female Audiences' Understanding of Them |url=https://core.ac.uk/download/pdf/9562075.pdf |type=Ph.D. |location=Warwick, UK |publisher=University of Warwick |access-date=17 February 2021}}

• Girl Heroes—2002 book by Susan Hopkins
• List of magical girl works

{{Reflist}}

• {{cite journal|last1=Yoshida |first1=Kaori |title=Evolution of Female Heroes: Carnival Mode of Gender Representation in Anime |journal=ASPAC: Asian Studies on the Pacific Coast |date=2002 |url=http://journals2.iranscience.net:800/mcel.pacificu.edu/mcel.pacificu.edu/aspac/home/papers/scholars/yoshida/yoshida.php3 |access-date=10 February 2017 |url-status=dead |archive-url=https://web.archive.org/web/20090903170819/http://journals2.iranscience.net:800/mcel.pacificu.edu/mcel.pacificu.edu/aspac/home/papers/scholars/yoshida/yoshida.php3 |archive-date=2009-09-03}}
• {{cite book|last1=Martinez|first1=D.P.|title=The Worlds of Japanese Popular Culture: Gender, Shifting Boundaries and Global Cultures|date=1998|publisher=Cambridge University Press|location=Cambridge|isbn=0521631289|edition=Reprint}}

{{Animation industry in Japan}}

{{Film genres}}

{{Fantasy fiction}}

{{Stock characters}}

{{DEFAULTSORT:Magical Girl}}

Category:1962 establishments in Japan

Category:Anime and manga genres

Category:Anime and manga terminology

Category:Fantasy genres

Category:Science fantasy

Category:Female stock characters in anime and manga

Category:Fiction about magic

Category:Girls