Strengths & Strategies
How do we create products and services that leverage the appeal of IP and deliver them to fans around the world?
See the performance of Bandai and Bandai Spirits by the numbers and learn about our strengths and business model in the entertainment business.
Discover more about Bandai and Bandai Spirits, through numbers.
Performance
The Toy Hobby Business Division, which Bandai and Bandai Spirits are a part of, is now reaching record highs in both sales and operating profit!
- Sales
- 447.5 billion yen
- Operating income
- 59.5 billion yen
(Fiscal year ending March 2023)
Overseas Expansion
The Bandai Namco Group is strengthening its overseas expansion, focusing on North America and mainland China as key regions.
Net Sales of the Group as a Whole
- American Region
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- Asian Region
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(Fiscal year ending March 2023)
Ratio of Overseas Sales
The ratio of overseas sales for the Bandai Namco Group increased to 28.5% in the fiscal year ending March 2023. This is thanks to the expansion of global business activities and the strengthening of collaboration in marketing across different business sectors.
We aim to increase the ratio of overseas sales to 35% by the fiscal year ending in March 2025, the final year of the Medium-Term Plan. Following this goal, we aim to increase this figure to 50% as soon as possible.
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Ratio of Overseas Sales
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Net Sales by Region
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- *Bandai Namco Group (results for fiscal year ending in March 2023) *External sales after elimination of internal transactions
IP Handled Annually
Bandai and Bandai Spirits handles approximately 380 diverse IPs annually, ranging from Japan's renowned anime, manga, and games to entertainment and "fancy" (a cute or fairy tale-like aesthetic) IP, and develops products and services based on them.
Over 380 IPs!
Cumulative Products Shipped
We offer a wide range of products, from those based on popular characters to longtime best sellers.
Gashapon
Over 3.99 billion items
(from 1977 to March 2023)
Gundam Series Plastic Models
Over 761 million items
(from 1980 to March 2023, domestic cumulative total)
Cumulative shipments of other product series
Tamagotchi Series
Over 91 million items
(from 1996 to March 2023)
Bandai Card Games, Carddass Series
Over 12.02 billion cards
(from 1988 to March 2023)
Charapaki Series
Over 120 million items
(from 2017 to March 2023)
Surprise Egg Series
Over 180 million items
(from 2002 to March 2023)
Glow-in-the-Dark Pajama Series
Over 7.84 million items
(from 2007 to March 2023)
Figure Brand S.H.Figuarts
Over 17 million items
(2008 to March 2023, domestic cumulative total)
Ichibankuji
Cumulative number of lottery tickets issued:
Over 720 million
(as of December 2023)
Amusement Prizes
Total number of items per year:
Over 1,500
(in FY 2022)
STRENGTHS Strengths of Bandai and Bandai Spirits
Delivering products that leverage the appeal of IP to fans around the world.
Due to the popularization of video distribution services, we now live in a time when people can watch Japanese anime from any country in the world. In particular, anime IP is growing in popularity worldwide, and the size of anime-related markets is expanding worldwide every year. We offer products and services to customers around the world with the aim of delivering "dreams, fun, and inspiration."
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- Diverse IP
- Every year, we offer products and services based on more than 380 IPs, ranging from anime, manga and games to entertainment and "fancy" (a cute or fairy tale-like aesthetic) IP.
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- Diverse Lines of Business
- A diverse range of businesses to foster moments of joy, including Gashapon (capsule toys), card games, toys, sweets, plastic models, figures, Ichibankuji (character lottery) and more.
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- Global Operations
- Operating a global distribution network through overseas group companies
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- Integrated Manufacturing and Sales
- Achieving high-quality manufacturing by integrating the manufacturing and sales activities of our own production bases with those of partner companies
VALUE CHAIN
Learn about our value chain from planning and development, manufacturing, sales, and advertising to the creation of products and services, as well as our business model for connecting with fans.
- ・We work closely with copyright owners to create products that allow our customers to experience the appeal of IP. We constantly strive to plan and develop products that encapsulate the latest trends.
- ・We plan products to be sold not only in Japan, but also in mainland China and other Asian countries, as well as in Europe and the United States. With dedication and passion, we challenge ourselves every day to create new products and services.
- ・For each product, we form teams of employees who have highly specialized skills in areas such as planning, EL, and design, thereby bringing ideas to life.
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Planning and development efforts aimed at achieving both enjoyment and high quality
Adhering to strict quality standards, we design and develop products that fully embody the worlds of IPs while ensuring that they can be used safely by customers.
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Gunpla
The plastic model kits of the Gundam series, known as "Gunpla," were first released in 1980, and have sold over 760 million units to date (in terms of cumulative domestic shipments).
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Toy Planning
Picturing the happy faces of our customers, we enjoy ourselves as we undertake the planning of products.
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Design in Pursuit of Fun
The plastic models are color-coded so that they can be enjoyed without painting them, and they can be assembled without using adhesives. We are enhancing our technology day by day, allowing us to create sophisticated and precise products that can only be made by us.
- ・We have established a stable supply system by working with group companies with manufacturing and management capabilities in mainland China, the Philippines, and Thailand, as well as with partner companies in various countries in Asia.
- ・Through strict quality standards, inspections, factory audits, and other measures, we are committed to creating high-quality products that everyone can enjoy safely and joyfully.
- ・Gunpla and other such plastic models are produced mainly at the Bandai Hobby Center in Shizuoka-shi, Shizuoka Prefecture. We continue to evolve day by day through our commitment to manufacturing, tireless technological development, and various initiatives to contribute to the realization of a sustainable society.
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Bandai Hobby Center
At the Bandai Hobby Center (Shizuoka-shi, Shizuoka Prefecture), which is our production base for plastic models, we strive to transform plastic model development and production technologies and are actively involved in efforts to contribute to the realization of a sustainable society.
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Multicolor Molding Machines
The multicolor molding machines installed at Bandai Hobby Center feature proprietary Bandai Spirits technology that allows us to produce molds using up to four colors and four different materials simultaneously.
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Coordinated Production Network of Companies Inside and Outside the Group
We have established a stable supply system by coordinating with manufacturing sites inside and outside the group.
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Proprietary Quality Standards
In order to confirm the safety, strength, and durability of our products, we have established approximately 260 proprietary quality standards in addition to industry safety standards.
- ・Even within single major retail stores, we offer a wide range of sections dedicated to different business categories, such as toy sections, hobby sections, clothing sections, food sections, miscellaneous goods sections, and amusement corners.
- ・We are expanding our distribution network far and wide, enabling us to offer products and services that cover every aspect of the lives of customers not only in Japan but also in other countries and regions around the world.
- ・On our official online store, Premium Bandai, we offer a wide variety of official limited edition products and goods from the manufacturer, which can only be purchased here and now.
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Bandai Namco Cross Store
Operated by Bandai Namco Amusement Inc., the Bandai Namco Cross Store offers products and services from the companies of the Bandai Namco Group.
We offer a new entertainment experience generated by the crossover of various content and customers at our facilities. -
Official Shops
We operate official shops around the world for each business and brand, delivering products and services that cover all aspects of our customers' lives.
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Premium Bandai
Premium Bandai is the official online store of the Bandai Namco Group.
The platform is home to shops that sell a wide range of character products and other products of various genres. -
Premium Bandai E-commerce Website
This platform is home to a wide range of shops, including those that mainly sell figure-related hobby goods, such as Tamashii Web Store and Hobby Online Shop, as well as shops that sell toys, toys packaged with food products, miscellaneous goods, and lifestyle products.
- ・ We are working to increase recognition of our products and services to people around the world through TV, streaming, movies, games, magazines, and many other media.
- ・We hold events and open pop-up stores not only in Japan but also in Europe, the United States, Asia, China and other countries and regions, thereby delivering "dreams, fun, and inspiration" directly to local customers through products and services.
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Official YouTube Channel
With over a million subscribers, our popular channel delivers anime, live-action videos with special effects, and product information.
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Global Marketing
We broadcast commercials and other media content in various countries and regions to enhance brand recognition among customers around the world.
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Directly Managed Store:
TAMASHII NATIONS STORE NEW YORKTAMASHII NATIONS, a consolidated brand of collectibles geared toward a mature fan base, operates flagship shops in Tokyo, Shanghai, and New York.
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One Piece Card Game
By hosting large-scale tour events across nine global regions, we create opportunities for fans to encounter the captivating worlds of card games gaining popularity worldwide while fostering connections among fans.
Business Model
BUSINESS METHOD IP Axis Strategy
The IP Axis Strategy is a business model in which we carry out various business activities with products and services that leverage the essence and characteristics of IP as the optimum outlet. By delivering these products and services to countries and regions around the world at the optimum timing demanded by customers, we maximize the value of IP.
Bandai and Bandai Spirits aim to connect fans from all over the world through IP, products, and services. Through a wide range of business activities, we bring to markets around the globe a rich variety of IP from animation, manga, games, entertainment, "fancy" (a cute or fairy tale-like aesthetic), and more.
CHARACTER MERCHANDISING Character Merchandising
Character merchandising is a system that enables us to deliver products and services created through the IP Axis Strategy to customers around the world in partnership with various stakeholders.
Bandai and Bandai Spirits acquire the rights to commercialize characters from copyright holders such as the authors of the original works, TV production companies, and publishers. We then work with development and production partners to plan and develop products and services that leverage the essence and charm of these characters. Through coordination with various media such as TV, film, publishing, online platforms, and more, we deliver the resulting products and services to customers around the world at the right time via stores, e-commerce, and other distribution channels, while promoting the appeal of the characters from multiple perspectives.
