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I believe I read a time ago from a source, which name I forgot completely, that the less innovative magical-girl shows are like PreCure, for example, the more safe are for selling and merchandising.
What I address with innovative I mean in the context of being a breakthrough.
The first Pretty Cure was a breakthrough at its time when it appeared for the first time in TV, or so I believe.
The subsequent seasons, however, did not have anything breakthrough. Instead, relied on the classical formulas and tropes. Nonetheless, that doesn't mean that all of them felt clichéd or flops to me.
Splash*Star and HeartCatch were very good from my POV.
Fresh started good, turned so-so in the middle, and towards the end it recovered from my POV.
Max Heart felt clichéd and repetitive to me to the point of getting bored.
YPC5 and its sequel, GoGo, to me were plaintatively bad.
Cannot comment upon both Suite and Smile, because I have never watched them yet.
As for Doki Doki, right now I feel is doing a decent job holding on its own.
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