4Kids Entertainment - Editing and Localization of Anime

Editing and Localization of Anime

The management of 4Kids Entertainment has stated that it seeks to "localize anime so children in English-speaking countries will understand it...", judging that localization is necessary in order for these titles to be profitable. For most titles, the editing 4Kids performs falls into a few broad categories – 4Kids may seek to "Americanize" a program by changing character names, dialog, music, food, or stereotypes which would be unfamiliar or even offensive to an American audience, as in the Pokémon series, where rice balls are changed into American food such as jelly doughnuts or submarine sandwiches. The company also may replace some materially suggestive objects such as cigarettes or guns with lollipops, water guns, or crosses or may content deemed too violent or suggestive for American children. In an interview with Al Kahn, former CEO of 4Kids, when asked how the company decides what properties or anime to acquire, his reply was, "..if want this programming to come to the United States, then they're going to have to accept the fact that it's going to be available in two styles." While this was true for a short while, as the first several episodes of Yu-Gi-Oh! were released on home video in an uncut format, the company has generally only released edited versions of its programs.

A March 2006 study by the Parents Television Council on violence in children's television programs claimed that the 4Kids dub of Shaman King was still too violent for children. L. Brent Bozell also pointed out the 4Kids-dubbed Shaman King in one of his weekly column as an example of children's media he perceived as having undue "cultural landmines".