Originally planned to run for only six months, the "Sailor Moon" anime continued due to its popularity, concluding after a five-year run. In Japan, it aired every Saturday night in prime time at 7 p.m. and its run there was very popular, with an average viewer rating of 11–12% for most of the series run. Commentators detect in the anime adaptation of "Sailor Moon" "a more shonen tone", appealing to a wider audience than the manga, which aimed squarely at teenage girls. The media franchise became one of the most successful Japan has ever had, reaching $1.5 billion in merchandise sales during the first three years. Ten years after the series completion, the series featured among the top thirty of "TV Asahi" Top 100 anime polls in 2005 and 2006. The anime series won the Animage Anime Grand Prix prize in 1993. Sales of "Sailor Moon" fashion dolls overtook those of Licca-chan in the 1990s; Mattel attributed this to the "fashion-action" blend of the "Sailor Moon" storyline. Doll accessories included both fashion items and the Sailor Soldiers' weapons. It also received an approval rating of 90% on review aggregator Rotten Tomatoes, based on ten reviews. Its first season's consensus reads "Powerfully feminine and hypnotically cheesy, Sailor Moon's iconic anime still sparkles after all these years."