What about Ultraman? Ultraman along with godzilla always seemed to be the least concerned about marketing.
Ultraman was never created to sell toys, it was a sci-fi SPFX series to the core, focusing more on visual creativity than marketing.
The first three series (
Ultra Q,
Ultraman, and
Ultra Seven), as supervised by Eiji Tsuburaya, were sponsored by Takeda Pharmaceutical, a medicine company. You know, much like how
The Flintstones was sponsored by a cigarette company (Winston)? Except I don't know if there were any commercials of, say, Captain Muramatsu and Hayata sitting on a bench outside Science Patrol HQ and taking Takeda-subsidized asprins after a hard day's work. I'd say, the sponsorship was more on par with that of the 1966
The Green Hornet TV series, sponsored by a toothpaste (McClean) and an asprin (Vanquish).
Along with those three shows, Marusan and other companies made toys, but they were made to support the shows, not vice versa.
After Eiji Tsuburaya died,
Return of Ultraman had signs of marketing, but just like the first three series, it supported the show rather than strictly sell. It was most probably starting with
Ultraman Ace, where they started to have toyetic aspects (especially the TAC mecha, which looked gaudy and toy-like; they sold motorized toys and model kits of those).
The Ultraman, the 1979 anime series, was the first series sponsored by Popy, which soon became Bandai.
Under Bandai, since the 80s, the Ultra Series has had some toyetic aspects, but Tsuburaya's clout demanded more creative control. So basically, Tsuburaya's design crew designs the Ultra-beings (although Bandai made some items for them, like their transformation item and even weapons), and the monsters. (Hiroshi Murayama at least designed all of the Ultramen starting with Ultraman Great.) And Bandai designs the defense force mecha/vehicles, and maybe their uniforms (which are more realistic in design, in contrast to Toei characters).
The Ultra Series was always a family thing, for kids
and adults (escapist, as in sci-fi/mystery enthusiasts, and nostalgic, those who grew up with the shows).