BANDAI`s Business: Creating Joy to Fill People`s Hearts
Creating Joy to Fill People’s Hearts
BANDAI’s business domain has grown from its roots in toys for boys and girls to
encompass vending machine capsule products, plastic models, candy toys, confectionery
and food, apparel, and lifestyle goods.
At the same time, our target customers have also expanded beyond children, as we
offer a lineup of merchandise for customers of all ages. In developing business, our
guiding concept is delivering dreams and inspiration to customers all around the world.
Going forward, BANDAI remains committed to taking on new challenges and pursuing
conscientious manufacturing in every business domain where it operates.
01 Toys for Boys
Media-linked character toys spanning
Expanding categories for elementary
BANDAI is developing a line of character toys that have been
long-time favorites of multiple generations for boys aged 3 to 6.
We are working to make products that treasure the spirit of
childhood hero-worship while retaining strong links with
We are expanding our development of merchandise categories
linked to animation and game characters aimed at elementary
school children. In doing so we are attempting to create new
trends among elementary school boys for enjoying collecting
and toy battles.
DX Zyuoh Changer
01 Toys for Boys
02 Toys for Girls
04 Capsule Products
05 For Collectors
06 Plastic model Kits
07 Card Products
10 Lifestyle Goods
We provide hero toys that enjoy overwhelming popularity among
preschool boys and toys for elementary school boys to a wide
range of markets in Japan and overseas.
Zyuoh Cube 123
Doubutsu Gattai DX Zyuoh King
Henshin Belt DX Ghost Driver
DX X Devizer
DX Gan Gun Saber
02 Toys for Girls
Toys associated with the animation
PRETTY CURE series are a No.1 hit
among preschool girls
Products associated with PRETTY CURE series and the doll
house category KAMISAMA MINARAI: HIMITSU NO
COCOTAMA, are predominantly popular among 3-6 year
girls, fulfilling their desire & dreams.
Talking Teddy Mofurun For
Big Cocotama House
Cocotama Dolls series
Yo-kai Medal series
DX Yo-kai Watch U Prototype
DRAGON BALL Spin Emblem series
Our mission is to positively impact girls with our diverse product lineup. This includes the
popular PRETTY CURE and KAMISAMA MINARAI: HIMITSU NO COCOTAMA products for preschool
girls, and TAMAGOTCHI or & GIRLS HOBBY series products for elementary school girls. We are
also taking on the challenge high age targets to develop new market opportunities.
Approach for the elementary
school girl market
We are developing a wide range of character merchandise for
trend-conscious elementary school girls, such as TAMAGOTCHI,
and AIKATSU!, and GIRLS HOBBY series as new gadget tools
for trend-conscious elementary school girls, based on the theme of
Amazing Sketching-the Magical Illustrator
DX Bow-make Jewel Box Set
and Innovative Toys
ANPANMAN toys for infants are also highly popular with parents. In addition to
these, We are developing merchandise for a wide range of ages from children
to seniors, such as toys that can be enjoyed with friends and the entire family.
ANPANMAN toys are toys
that children can enjoy at their
different stages of growth
We are striving to develop a range of toys that are tailored
to children's developmental stages. Along with toys for
promoting children's intellectual development, BANDAI
also offers Babylabo, a series of baby toys based on brain
science, and Blocklabo, a series of building toy blocks.
Developing products for the whole world
from diverse categories and characters
Play & Study! Anpanman
Color Pad Plus
Develop Baby’s Brain – Busy Mountain DX
Blocklabo series -Buckets of Toy Blocks
Build a Large Bakeryand a Nice House Set
Wooden toys that can be enjoyed by
any generation based on the spirit
of the DISNEY characters
Disney | KIDEA toys that combine elements of
educational toys with an interior aspect offer a
way of playing tailored to a child’s specific age,
ranging from stacking, playing with building
blocks, play acting and collecting.
Disney | KIDEA series
Kendama Xross series
Our line of capsule toys are affectionately named GASHAPON. As a leading
company in the vending machine capsule market, we are actively working to
create new categories.
Leading the industry with a rich lineup
Actively working to open new markets
Since launching the first products in this category in 1977, we have
been answering the needs of a wide age range of customers by
commercializing a rich lineup of products from longtime classics
through to the latest characters. We are also developing a rich
variety of products that add even more value, including by actively
developing individualistic products transcending the framework of
We are actively taking up challenges to expand new customer sectors and new
categories. These efforts include developing KUJIGASHAPON, which allows
users to enjoy a lottery game on the spot using their purchased product,
developing merchandise based on character motifs popular among adult
women, introducing larger products by developing the first cylindrical capsule
GASHAPONCAN in the industry, and developing the KAPUKYARA series
of capsules with containers which do not produce capsule container trash.
Anpanman Train series
Coffee Cup no Matsuzaki Shigeru
DONJARA Doraemon 1000000 (Million)
DRAGON BALL SUPER
Ultimate Deformed Mascot series
TOUKEN RANBU-ONLINECapsule Rubber Mascot series
KUJI GASHAPON SD GUNDAM Mobile Disk
no Ue no Nekoatsume
We are expanding the market in Japan and overseas for diverse
categories and characters, including S.H. Figuarts, which has set new
standards for movable action figures, Figuarts ZERO, which pursues
distinctive molding and colors, and the leading robot toy brands
CHOGOKIN and THE ROBOT SPIRITS. We are also globally
expanding the SAINT SEIYA series, which will mark its 30th
anniversary during 2016, as the SAINT CLOTH MYTH series.
Kamen Rider Ghost
Toys that can be enjoyed
We produce merchandise that can be enjoyed
together with friends and family. These
offerings include the staple family game
DONJARA, the mysterious play-at-home game
Suna・Suna, and the traditional kendama
ball-and-stick game, Kendama Xross.
With our merchandise for adult collectors, we are opening up broad new
markets in Japan and worldwide. Our product lineup is centered on figurines
and robots, with all products under the single brand TAMASHII NATIONS.
MAGICAL DOREMI Happy Lucky Pollon
「Cap-Chara “Capsule Character”」Doraemon
The adult collectors
THE ROBOT SPIRITS
Monkey D Luffy & Trafalgar Law <SIDE MS> RX-78-2 Gundam
-5th Anniversary Editionver. A.N.I.M.E.
Saint Cloth Myth EX
Leo Aiolia (God Cloth)
DX Soul of Chogokin
Developing character merchandise
that appeals to adults
From the MEISHO MOVIE REALIZATION series of
Japanese samurai-styled STAR WARS characters, to topical
collaborative projects, TAMASHII BUDDIES,, the
TAMACOLLE series, and more, BANDAI is launching a
succession of topical products targeting collectors and women
as it actively opens new markets.
MEISHO MOVIE REALIZATION CHOGOKIN Hello Kitty (Mazinger Z Color)
Samurai General Darth Vader™
Mazinger Z (Hello Kitty Color)
-Death Star Armor-
(Son Gokou, Sailor Moon)
TAMACOLLE Pooni Pooni Hoppe Mascot
Plastic model Kits
The GUNPLA series has continued to evolve through tireless effort to advance
technology and bring new ideas to market. Leveraging this product, we are
vigorously adopting new and original content, expanding our target customer
base, and reinforcing overseas business development.
Evolving GUNPLA series poised for
Expanding the circle of new customers
with new ideas for hobbies
The GUNPLA series has continued since 1980. As “evolving plastic models,”
the GUNPLA series is produced at the BANDAI HOBBY CENTER in
Shizuoka, which undertakes every step from planning and development
through to production. As product development has continued, today we
increasingly see parents and children enjoying GUNPLA side-by-side. The
series has enjoyed growing worldwide popularity, and we will focus on
attracting even more fans in the global marketplace, with a focus on Asia.
HG GUNDAM THE ORIGIN
1/144 MS-06S Char’s Zaku II
V2 Gundam Ver.ka
Try Burning Gundam
PG 1/60 RX-0
We are expanding a variety of characters for children,
including the original racing hobby GEKI DRIVE, YO-KAI
WATCH Plastic Model series, and POKÉMON Plastic Model
series. We are also developing the MACROSS Plastic Model
series in addition to the STAR WARS Plastic Model series and
the B-TRAIN SHORTY series targeting adults.
GD-001 Dragon Gale
1/144 Millennium Falcon
B-TRAIN SHORTY series
(Star Wars:The Force Awakens)
POKEMON Plastic model
First series Pikachu
MACROSS series VF-31J
Siegfried Fighter Mode
We create new worlds of entertainment with our two major card game
brands CARDDASS,the analog trading card games, and DATACARDDASS
the combination of digital arcade game machine and trading cards.
CARDDASS – Fascinating character card
games targeting a wide range of people
Combining card play with a digital
format to expand play networks
Since its launch in 1988, cumulative sales of CARDDASS have topped 11
billion cards. We provide merchandise for a wide range of individuals,
including titles such as BATTLE SPIRITS, which is now in its eighth
year, and IC CARDDASS DRAGON BALL, a world’s first in which
every card is equipped with an NFC chip, and can be played both
face-to-face and digitally in conjunction with a software app..
The DATACARDDASS series has sold over 2 billion cards since its
launch in 2005. The series continues to evolve with the introduction
of new machines, and to inspire new trends in the market. Many of
those interactive machines have been installed in Asian countries
also, strengthening the global development of the series.
Toritsuki Card Battle
Kamen Rider Ganbarizing
Based on the concept of “From Head to Toe,” we aim to bring a sense of
playfulness into a wide range of everyday life scenarios by developing
merchandise imbued with the spirit of our characters.
Capturing children’s imaginations
with character-based clothing
Merging characters with fashion
in apparel for adults
We maintain a large share of the character-based children’s clothing
market, covering all categories including outerwear, pajamas,
innerwear, and accessories. We are working to bring added value to
character clothes with the HIKARU PAJAMA series of
glow-in-the-dark sleepwear and create new character apparel brands,
including the TOMODA T-SHIRTS series of T-shirts that enable
children to use smartphone photo apps to play with the characters.
MAHO GIRLS PRECURE!
Dancing Hikaru Pajama
We have produced an attractive merchandise lineup in adult
clothing covering multiple products and categories. Offerings
include clothes worn by cast members appearing in TV programs
such as the SUPER SENTAI and KAMEN RIDER series and
accessories and fashion items allowing the wearer to express the
spirit of the characters in an understated manner.
DOBUTSU SENTAI JYUOGER
Hero Tomoda T-shirt
KAMEN RIDER GHOST
Folding and Playing Handkerchief
SAILOR MOON CARDDASS
Reprinted Design Collection
Gundam Cross War
Confectionery and Food
YO-KAI WATCH BUSTERS
We are seeking expansion in its “food entertainment” business by pursuing more fun
and flavor in its confectionery and food products. With efforts centered on candy toys
(toys provided with food), we are taking on the challenge of generating new markets
by further reinforcing the character-based confectionery and food product categories.
A candy toy lineup with
a rich cast of characters
We offer a lineup of low-price, high-value-added
products based on a rich character lineup. We develop
products and precision figures that can be played
together with toys, as well as original products
developed from confectionery sales counters.
Odekake Fuwafuwa Mofurun
KAMEN RIDER GHOST SG Ghost Icon LUMINARY TEARS Luminary Tears Stick
We propose a wide range of lifestyle goods, including highly enjoyable
products that encourage children to be independent with the support of their
favorite characters, authentic cosmetic brands for adults, character
merchandise, and various miscellaneous items.
The BIKKURA? TAMAGO series of bath bombs
with toys was launched in 2002 and has now sold
more than 70 million units. We are now evolving
the series with the addition of character-shaped
bath salts, as well as selling a host of other products
that encourage children to be independent.
BIKKURA? TAMAGO ANPANMAN
Lifestyle goods that encourage
Children do things for themselves
(Character Shaped Bath Bomb)
Cosmetics For Adult Women
We are developing the long-running confectionery
products that can express the world of our characters.
We have also been working on product development
targeting women, and striving to win new customers
DOBUTSU SENTAI JYUOGER
by collaborating with other companies..
Jibanyan Chocolate Bar SUCRE CARACTERE series
DORAEMON Chocolate Wafer Jyoger Chocolate
We present authentic cosmetics for adult
women, inspired by characters from series
that have a universal appeal to all generations,
such as THE ROSE OF VERSAILLES,
URUSEI YATSURA, and SAILOR MOON.
THE ROSE OF VERSAILLES
Liquid Eyeliner series
Love Darling Cosmetics series
A diverse range of lifestyle
goods developed with a host
Expanding food categories
to create new markets
KAMEN RIDER GHOST
Fun + Practical Products help
children to do things for themselves
Providing fun and delicious value
through confectionery in character
wrappings and shapes
We are promoting a diverse range of food products with
character design and packaging, including the character
decoration cake CHARADECO, as well as familiar
foods such as bread, ice cream, cereal, and Japanese
confectionery. In these ways, we are aggressively tackling
the challenge of developing new markets.
DOBUTSU SENTAI JYUOGER MAHO GIRLS PRECURE!
Back Pack M
We are commercializing a large number of
character-based lifestyle goods for a wide range
of consumers from children to adults. Examples
include a series of lunch boxes for preschoolers,
smartphone accessories and a series of high
grade dining ware.
YO-KAI WATCH Lunch Box DX
SAILOR MOON Smartphone Jackets
GUNDAM M’qube Vase