Good Smile Company

Name

Good Smile Company

Legal name

Good Smile Company, Inc.

Website

https://goodsmile.info

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Collectible Figures and Model Kits

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

akta.pro secondary industry

Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)

Keywords

• Collectible figurines
• Anime merchandise
• Articulated action figures
• Mecha model kits
• Hobby collectibles

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Figure Sales: Sale of collectible figurines including Nendoroid, figma, and Pop Up Parade product lines. Products are sold as one-time purchases at various price points from ¥7,900 to ¥32,800.
2. Model Kit Sales: Sale of The Gattai, Moderoid, and Hagane Works model kits targeting mecha anime fans. Products positioned against Bandai Spirits and Kotobukiya in the Japanese mecha toy market.
3. Licensed Product Revenue: Revenue from producing licensed merchandise for major anime and game franchises including Persona, Fate/Grand Order, Hunter x Hunter, and Hatsune Miku under licensing agreements with IP holders.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Good Smile Company manufactures and sells collectible figurines and model kits under multiple proprietary brands (Nendoroid, figma, Pop Up Parade, The Gattai, Moderoid, PLAMATEA, Hagane Works, Orange Rouge) covering chibi-style figures, articulated action figures, and mecha model kits. Products are sold primarily under licensing agreements with major anime, manga, and video game franchises (Persona, Fate/Grand Order, Hunter x Hunter, Hatsune Miku). The company has also expanded into visual novel gaming through a partnership with NTT Solmare.

Product overview

Good Smile Company operates as a manufacturer and retailer of anime figurines and collectibles with a diverse product portfolio spanning multiple brands and price points. The core offerings include Nendoroid chibi figures and figma articulated figures for mid-range collectors, while premium segments are served through The Gattai mecha toys, Hagane Works diecast line, and PLAMATEA articulated models. The company also produces affordable Pop Up Parade figures and Orange Rouge trading figures. Through partnerships, Good Smile Company has expanded into visual novel gaming with 'Obey Me! Sinner's Choice' and launched new mecha franchises including Dandivine under 'The God of Combined Series' initiative. Product distribution leverages retailers like AmiAmi and platforms like Steam for digital products.

Differentiator

Problem solved

Functional benefit

Brands

• The Gattai: Mecha toy line featuring combined robot figures including Dandivine and Dancouga Black Wing.
• figma

Products and services

• Nendoroid

Quantifiable outcome

• One of three key players holding approximately 25% of global anime statues and collectibles market

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• NTT SolmarecoreStrategic or Co-development Partner · 27 March 2026Strategic partnership to co-produce visual novel game 'Obey Me! Sinner's Choice' with fully voiced stories, stunning visuals, and narrative-driven gameplay exploring demon brothers from the Obey Me! series. The game launched wishlist on Steam with potential multi-platform release including Nintendo Switch.
• Dynamic PlanningcoreStrategic or Co-development PartnerCollaboration with Dynamic Planning for PLAMATEA Cutie Honey Nova Black Honey 3D model release. Dynamic Planning holds the Cutie Honey IP while Good Smile Company handles product development and manufacturing.
• Hobby JapanminorChannel Partner/ Reseller/ DistributorPartner in collaboration for Cutie Honey Nova Black Honey 3D model, contributing to the product development and distribution ecosystem.
• GOD BRAVE STUDIOcoreStrategic or Co-development PartnerKorean company handling mecha design for new Beast King War God Danvidine (Dandivine) anime franchise, the first entry in The God of Combined Series, drawing inspiration from 90s Brave series.
• Takara TomycoreChannel Partner/ Reseller/ DistributorTakara Tomy contributing merchandise through its T-Spark brand and Toyrise figures for Dandivine franchise, with plans for Moderoid model kits and The Gattai toys.
• Orange RougecoreChannel Partner/ Reseller/ DistributorOrange Rouge announced Oberon trading figures from Fate/Grand Order franchise. Good Smile Company handled planning and production while AmiAmi (operated by Aomi Corporation) handles exclusive marketing and sales.
• AmiAmi (Aomi Corporation)coreChannel Partner/ Reseller/ DistributorPrimary Japanese anime figure retailer serving as exclusive sales channel for Oberon trading figures and many other GSC product pre-orders.
• Max FactoryminorStrategic or Co-development PartnerMax Factory founder Makoto 'Max' Watanabe collaborates with Good Smile Company on model kit design and manufacturing, including notable works for Guyver and Aura Fhantasm franchises.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bandai Spirits: Bandai's collectibles subsidiary and the dominant Japanese player in figures and model kits. Directly competes with Good Smile across scale figures, mecha kits, and prize figures, and is one of the two other companies collectively holding ~25% of the global anime statues/collectibles market.
• Kotobukiya: Japanese figure and model kit manufacturer competing head-to-head with Good Smile on articulated figures, bishoujo statues, and mecha kits. Identified alongside Good Smile and Bandai Spirits as one of the three key players in the global anime collectibles market.
• Max Factory: Closely affiliated Japanese figure maker (co-founded by Max Watanabe) that co-designs the figma line and contributes to Moderoid kits with Good Smile. Operates as both a partner and adjacent competitor in articulated figures.
• Kaiyodo: Long-established Japanese figure and model-kit manufacturer known for high-detail collectibles and garage kits. Competes with Good Smile across collector-tier anime figures and articulated lines.
• Alter: Japanese manufacturer specializing in 1/7 and 1/8 scale anime PVC figures with strong sculpting reputation. Direct competitor in the premium scale-figure category where Good Smile's Hatsune Miku Smile × Future Ver. competes.
• Banpresto: Bandai Namco subsidiary producing prize/crane-game anime figures at high volumes and accessible price points. Competes with Good Smile's Pop Up Parade and Orange Rouge lines in the entry-tier and trading-figure segments.
• MegaHouse: Japanese figure manufacturer producing anime, game, and character collectibles including the G.E.M. and Portrait of Pirates lines. Competes across multiple price tiers in anime PVC figures.
• Taito: Operates the Taito Figure brand and core figure label producing anime statues and prize figures. Direct competitor in licensed anime scale figures sold through Japanese retail.

Broad incumbents

• Square Enix: Major game publisher and merchandise licensor that produces its own Play Arts Kai and Static Arts figure lines. Comparable as both a competitor in premium figures and an IP licensor whose franchises (e.g., Final Fantasy) overlap with Good Smile's licensing base.

Others

• Aniplex: Anime IP holder and producer (Demon Slayer, Fate/Grand Order) that both licenses to Good Smile and distributes its own merchandise. Adjacent ecosystem participant whose IP decisions directly shape Good Smile's product roadmap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GoodSmile_US
• LinkedInlinkedin.com/company/good-smile-company-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments7 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Smile Company