Small doujin companies are also (in)famous for this sort of thing, as their characters are designed and occasionally modified accordingly to appeal to their fanbase. This is much more common in fanfiction and Webcomics, which often aren't planned from the start. This happens when the creators see some theory brought up by a fan, usually something that the creators haven't thought heavily about or planned beforehand, but rather than Joss it into oblivion, see no harm in officially accepting it as part of the work. This is when Fanon is promoted to canonicity whether it's officially shown in a canonical work is another matter, as it may "only" reach the status of Word of God.
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