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Animated television programs have been considered an integral element of the ‘media mix’ or transmedia in Japan. In multiple contexts, the place of such television shows has been framed as a ‘30-minute commercial’ or ‘program length commercial’. This article examines the 2014 anime and media mix Yo-kai Watch as an example of the animation episode as something else: part of a call towards total mobilization. Taking seriously the incendiary remarks by one of Japan’s media mix pioneers – Kadokawa Haruki – who claimed that his model for the media mix was taken from Hitler’s ‘total mobilization’ of fashion, sound, and image for a nationalist endgame, this article considers the Yo-kai Watch media mix in light of the concept of total mobilization. Through a close analysis of the objects, games and animation of Yo-Kai Watch, the author suggests that the endgame of this media mix geared towards very young …