1st Edition

Entrepreneurial Cosplay Creating Identity, Building Identity, Brand and Business Acumen

    226 Pages 15 B/W Illustrations
    by Routledge

    Entrepreneurial Cosplay takes a comprehensive and insightful look at the business of cosplay, exploring the ways that artists and fans engage in entrepreneurial and intrapreneurial practices to gain personal and professional success.

    Centered around the concept of entrepreneurship and the newly emerging concept of intrapreneurship – using entrepreneurial principles to enhance or further an existing concept, organization or product – the book showcases the ways in which cosplayers create new ideas, new ways of working and new ways of doing things, exploiting their knowledge to create new opportunities. By analyzing the numerous motivations driving cosplay behavior (self-expression, external recognition and financial gain), this volume provides a unique view of current cosplay practice and its relationship to economic activity.

    Offering important insight into this emerging area, this book will be of interest to scholars seeking to learn how entrepreneurial and economic models may be used to understand the emerging field of cosplay studies, as well as students and scholars working in the fields of Entrepreneurship, Business, Fan Studies, Visual Art Studies and Gender Studies.


    Elizabeth Gackstetter Nichols, Dave Tomczyk and Amy C. Lewis 

    Part 1: Ideas, Innovation, and Failure

    Chapter 1- Entrepreneurial Cosplay: Success Maximization, Business Ownership, and the Entrepreneurial Mentality 

    Dave Tomczyk  

    Chapter 2- Third Party Content Creators in eSport  

    Christopher McCutcheon, Michael Hitchens, Mitchell McEwan   

    Chapter 3- Entrepreneurial Cosplay: Women and Crossplay in Mexico 

    Mitzi Ariana Pérez Trejo 

    Part 2: Intrapraneurship  

    Chapter 4- Reign in Your Baloney Pony: Managing Sexual Taboo for Success  

    Elizabeth Gackstetter Nichols  

    Chapter 5- Nerds and Copyright  

    Matthew Mangum  

    Chapter 6- Threat of Familiar Faces: Cosplay Outside of Conventions  

    Luxx Mishou 

    Chapter 7- Violence against Women in The Witcher and Game of Thrones  

    Madison Sears & Mary Ingram-Waters  

    Chapter 8- Cosplay through a Lens of Family Business  

    D'Lisa N. McKee  

    Part 3: (Self)-Branding  

    Chapter 9- Marketing, Personal Branding, and Positioning: Cosplay: Personal Branding … on Steroids!  

    Ruby Daniels

    Chapter 10- Child Cosplayers: Embodying Potentialities  

    Sara Austin  

    Chapter 11- Heroic Returns on Investment: Economic Considerations of Cosplay in the United States  

    Erin Kenny  

    Chapter 12-Managing Cosplay Identities: For love or money?  

    Amy C. Lewis   


    Elizabeth Gackstetter Nichols is a professor of Spanish and gender studies at Drury University. Her research covers international beauty work, cosplay and popular culture. She is a long-time cosplayer and blogs at www.cosplaymom.com.

    Amy C. Lewis is a professor of management and associate dean of business at Texas A&M University-San Antonio. Her research interests involve social identity, motivated cognition and stigma. She also enjoys cosplaying, primarily focusing on the Star Trek fandom.

    Dave Tomcyzk is an associate professor of entrepreneurship and game design at Quinnipiac University. His research covers unusual businesses, creativity and how to teach entrepreneurship. His first board game, Catharsis, was published by his company Cyber Wizard Games in 2022.