Giants and Toys (巨人と玩具, Kyojin to gangu), also titled The Build-Up,[3][4] is a 1958 Japanese satirical comedy film directed by Yasuzo Masumura based on a story by Takeshi Kaikō.

Meanwhile, Goda's assistant Nishi, at the instruction of his boss, has an affair with Apollo's advertising lady Kurahashi to learn about their campaign plans.

As Kyoko's popularity rises to unprecedented heights, the young woman is less and less inclined to go along with World's plans for her, working on a career as a singer and dancer.

After Kaikō won the Akutagawa Prize in 1957 for The Naked King, Daiei Film bought the rights to Giants and Toys.

[5] The story was an entry in the "business novel" (経済小説, keizai shōsetsu) genre, which satirizes Japanese workers' devotion to their corporations.