What Bandai Co., Ltd does

Bandai Co., Ltd. is a Japanese toy and entertainment company founded on July 5, 1950, and headquartered in Taito-ku, Tokyo. It operates as a wholly-owned subsidiary of Bandai Namco Holdings Inc. and, together with BANDAI SPIRITS CO., LTD., constitutes the Toy and Hobby Unit of the Bandai Namco Group. The unit posted record FY ending March 2026 results of 660 billion yen in sales and 125 billion yen in operating income. Bandai runs an "IP Axis Strategy" that commercializes more than 730 intellectual properties—including Gundam, Tamagotchi, One Piece, Dragon Ball, Sailor Moon, Anpanman, and licensed properties such as Pokémon—across toys, capsule toys (Gashapon), trading card games, plastic models (Gunpla), collectible figures, candy toys, character lottery (Ichibankuji), amusement prizes, apparel, and lifestyle goods, launching roughly 11,900 new products per year.

Its core technical capabilities sit primarily at the Bandai Hobby Center in Shizuoka, where proprietary multi-color molding machines produce up to four colors and four materials simultaneously, and where a chemical recycling system chemically decomposes used Gundam model runners into raw materials used in new ECOPLA products (44% recycled content by weight). A related KPS (Kyouka Polystyrene) material was developed for strength and recyclability, and the facility has achieved net-zero CO2 emissions from power consumption through carbon offset and PPA. Digital capability is anchored by Tamagotchi Uni, the first Wi-Fi-connected Tamagotchi (released July 2023 in 35+ countries) which connects to the "Tamaverse," and the November 2025 launch of Find Tamagotchi on Roblox with transcosmos.

Bandai's revenue model is predominantly physical goods (hardware sales) augmented by IP licensing royalties, Ichibankuji lottery transaction fees, and digital licensing. Distribution combines direct-to-consumer channels (Premium Bandai e-commerce; TAMASHII NATIONS flagship stores in Tokyo, Shanghai, and New York; THE GUNDAM BASE; GASHAPON BANDAI Official Shops) with a global wholesale network of overseas sales subsidiaries across the Americas, Europe, and Asia, plus mass retail, convenience stores, and hobby shop channels. Customers span three primary personas: preschool/elementary children, adult "kidults" aged 20+ buying toys for themselves, and dedicated hobbyists/collectors, with educational programming (Gunpla Academia) reaching approximately 940,000 children across 13,000 elementary schools by March 2026.

Name

Bandai Co., Ltd

Legal name

BANDAI CO., LTD.

Website

https://bandai.co.jp

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Bandai Co., Ltd. is a Tokyo-based Japanese toy and entertainment company that, with BANDAI SPIRITS, forms the Toy and Hobby Unit of Bandai Namco Holdings, commercializing 730+ IPs across toys, capsule toys, trading card games, plastic models, figures, and candy toys, and generating 660 billion yen in FY March 2026 sales.

Ownership category

akta.pro rank

Product category

Toys & Hobbies

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (42392)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)

akta.pro secondary industries

Miniatures & Figurines (Display/Collectible) (CRALAKAB), Traditional Toys Distribution (CRAOAMAA), Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

Keywords

• Plastic model kits
• Capsule toys
• Trading card games
• Action figures
• Toy manufacturing

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Toys: Traditional toys for preschoolers and elementary school children including role-playing toys. Products like Tamagotchi Uni released simultaneously in more than 35 countries. Cultivates and develops popular IP while creating new hit IP.
2. Gashapon (Capsule Toys): Original capsule toy brand celebrating 50th anniversary in 2027. No.1 company in Japan's capsule toy market. Over 4.37 billion items shipped from 1977 to March 2025. Expanding overseas through specialty capsule toy stores.
3. Trading Card Games: Four categories: trading card games for tabletops, digital card games on machines, collectible cards, and digital card games on computers/smartphones. One Piece Card Game launched July 2022 became worldwide hit. Dragon Ball Super Card Game Fusion World launched February 2024 globally simultaneously.
4. Plastic Models (Gunpla): Gundam plastic model kits produced at Bandai Hobby Center. Over 810.72 million items shipped from 1980 to March 2025. Includes premium lines like Metal Build, S.H.Figuarts, Chogokin. Bandai Hobby Center achieves net-zero CO2 emissions through carbon offset and PPA.
5. Figures and Robots: Tamashii Nations brand offering approximately 60 brands including Chogokin, S.H.Figuarts, METAL BUILD. Flagship stores in Tokyo, Shanghai, New York. Membership service CLUB TAMASHII MEMBERS.
6. Confectionery and Candy Toys: Products combining sweets with toys across four categories: toys packaged with food products, collectible sweets, classic sweets, and food products. Chocobi produced in Thailand, marketed to China. Charapaki series in Korea. Expanding in North America.
7. Ichibankuji (Character Lottery): Character lottery offered at convenience stores, bookstores, hobby shops. Over 100 titles released annually. More than 830 million cumulative lottery tickets issued as of March 2025.
8. Amusement Prizes: Prizes for crane games and machines under Banpresto brand. Over 1,500 figures and plush toys commercialized annually. Focus on overseas expansion with customized product lineup for each region.
9. Apparel and Lifestyle Products: Lifestyle products including apparel, daily necessities, cosmetics. STRICT-G brand sells Gundam-essence products overseas. CreerBeaute cosmetics brand. Surprise Egg bath bombs expanding across Asia.
10. Digital Gaming Experiences: Find Tamagotchi on Roblox released November 2025 in collaboration with transcosmos. Connects digital gameplay with real-world brand engagement through Roblox platform projects.
11. IP Licensing: Character merchandising system acquiring rights to commercialize characters from copyright holders such as authors, TV production companies, and publishers. Delivers products through coordination with various media including TV, film, publishing, online platforms.

Pricing tiers

Go-to-market motion4 records

Distribution channels10 records

Marketing channels9 records

Core offering

Bandai Co., Ltd. designs, manufactures, and sells character-licensed toys including Tamagotchi digital pets, Gashapon capsule toys, CharaPaki chocolate-snack toys, surprise-egg bath products, trading card games, Gunpla plastic model kits, Tamashii Nations premium figures (S.H.Figuarts, Chogokin, METAL BUILD), STRICT-G apparel, CreerBeaute cosmetics, and amusement-prize products distributed globally. The company monetizes 730+ partner IPs through the IP Axis Strategy across toy, hobby, lifestyle, and amusement-prize categories.

Product overview

Bandai Co., Ltd operates as part of the Bandai Namco Group's Toy and Hobby Unit, offering a diverse portfolio of products across multiple categories including capsule toys (Gashapon), trading card games (One Piece Card Game, Dragon Ball Super Card Game Fusion World, Gundam Card Game, NARUTO CARD GAME), digital pets (Tamagotchi), plastic models (Gunpla), action figures (Tamashii Nations brands including S.H.Figuarts, Chogokin, METAL BUILD), character lottery (Ichibankuji), amusement prizes (Banpresto), apparel (STRICT-G), cosmetics (CreerBeaute), and snack toys (Charapaki, Surprise Egg). The company also develops sustainable materials (ECOPLA, KPS) and operates retail platforms including Premium Bandai e-commerce and THE GUNDAM BASE stores. Products are distributed globally through a network of overseas subsidiaries, reaching record highs in sales (660 billion yen) and operating income (125 billion yen) in fiscal year ending March 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Gunpla: Gundam plastic model kits series, first released in 1980, with over 810 million units sold domestically by March 2025.
• Gashapon
• Tamashii Nations
• Ichibankuji
• Banpresto
• STRICT-G

Products and services

• Tamagotchi Uni Wi-Fi-enabled digital pet handheld device with Tamaverse online connectivity, available globally for Tamagotchi enthusiasts and collectors.
• One Piece Card Game Trading card game based on the One Piece anime IP, featuring booster packs and tournament play for TCG players and One Piece fans globally.
• Dragon Ball Super Card Game Fusion World Trading card game based on the Dragon Ball anime franchise, offering booster packs and tournament play for Dragon Ball fans and TCG players.
• NARUTO CARD GAME Trading card game based on the NARUTO anime IP, planned for launch with booster packs and competitive tournament play for NARUTO fans and TCG players.
• Gundam Card Game Trading card game based on the Gundam mecha IP, offering booster packs and tournament play for Gundam fans and TCG players.
• Gundam Assemble Miniature wargame complementing the Gundam Card Game, designed for Gundam fans and competitive tabletop gaming enthusiasts.
• Gunpla (Gundam Plastic Models) Plastic model kits of Gundam mecha and other anime characters, manufactured with proprietary multi-color molding, KPS plastic, and ECOPLA recycled materials for hobbyists and collectors.
• ECOPLA Plastic model kits and products manufactured from recycled plastic model kit runners through Bandai's chemical recycling technology, supporting the GUNPLA Recycling Project sustainability initiative.
• Tamashii Nations Premium Collectibles (S.H.Figuarts, Chogokin, METAL BUILD) Premium collector figures and action figures under the Tamashii Nations brand, including S.H.Figuarts articulated figures, Chogokin die-cast alloy figures, and METAL BUILD premium figures for adult collectors.
• METAL GEAR REX Chogokin Chogokin die-cast alloy figure of METAL GEAR REX for adult collectors and premium figure enthusiasts.
• Sailor Moon R S.H.Figuarts S.H.Figuarts articulated premium action figure of Sailor Moon R for adult collectors and Sailor Moon IP fans.
• Super Space Sheriff Gavan Infinity First Kit (MINIPLA) Candy toy containing a mini-plastic assembly model of Super Space Sheriff Gavan Infinity for children and IP fans.
• Gashapon (Capsule Toys) Capsule toys sold through vending machines and dedicated retail stores featuring character-licensed miniatures and figures for children and collectors.
• Charapaki (Chocolate Snack Toys) Chocolate snacks containing character-licensed toys marketed to children and families, sold at mass retailers across Japan.
• Surprise Egg Series (Bath Bombs with Toys) Bath bombs containing surprise character-licensed toys for children's bath-time play and entertainment.
• Ichibankuji (Character Lottery) Character-licensed lottery products sold at convenience stores and mass retailers, offering a range of prizes from small novelties to premium figures for lottery enthusiasts.
• Banpresto Amusement Prizes Character-licensed prize merchandise including plush, figures, and novelty items supplied to amusement facilities and crane-game operators in Japan and overseas.
• STRICT-G Apparel Character-licensed apparel and accessories under the STRICT-G brand targeting adult IP fans and fashion-conscious consumers.
• CreerBeaute Cosmetics Character-licensed cosmetics and beauty products under the CreerBeaute brand targeting adult consumers and IP fans.
• Premium Bandai Direct E-Commerce Direct-to-consumer e-commerce platform selling exclusive Bandai toys, models, figures, and limited-edition products to consumers in Japan and overseas markets.
• TAMASHII NATIONS Retail Stores Dedicated specialty retail stores selling Tamashii Nations premium figures, S.H.Figuarts, Chogokin, and METAL BUILD collectibles to adult collectors and hobbyists.
• THE GUNDAM BASE Retail Facilities Dedicated Gunpla retail facilities in Japan and overseas markets selling Gunpla plastic model kits, related merchandise, and offering model-building experiences to hobbyists.
• Find Tamagotchi on Roblox Roblox virtual experience featuring Tamagotchi characters, expanding the Tamagotchi IP into the metaverse for Roblox users and Tamagotchi fans.

Quantifiable outcome

• Record highs in both sales and operating profit for Toy and Hobby Unit in fiscal year ending March 2026
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• NBA (Japan House Sponsorship)minorGTM or Marketing Partner · 1 January 2026Sponsorship of NBA House Japan - 11,000+ square foot fan engagement attraction during Finals in Japan, first time league set up such attraction in the country.
• transcosmoscoreStrategic or Co-development Partner · 1 November 2025Collaboration to release Find Tamagotchi on Roblox in November 2025, expanding Tamagotchi IP through diverse gaming experiences on the Roblox platform. Initiative aims to connect digital gameplay with real-world brand engagement reaching global Roblox audience.
• Elementary Schools (Gunpla Academia)coreStrategic or Co-development Partner · 1 October 2021Free educational program distributing Gunpla teaching materials to elementary schools nationwide for sustainable manufacturing education. Approximately 940,000 children from ~13,000 schools participated by March 2026.
• Save the Children JapancoreStrategic or Co-development Partner · 1 April 2021Nonprofit partnership to design and produce original support toys for emotional care of children in disaster areas. Donated toys to five locations including municipal offices and disaster preparedness road stations by December 2023.
• KidZania TokyominorStrategic or Co-development PartnerToys & Hobby Factory pavilion opened March 2023 where children create Gashapon toys learning manufacturing excitement and environmental product importance.
• LEGO (Vendor Partner)minorGTM or Marketing PartnerLEGO revealed as debuting vendor partner alongside Bandai Hobby at Pokemon NAIC 2027 in Chicago's McCormick Place Convention Center.
• Bandai LogipalcoreChannel Partner/ Reseller/ DistributorJoint participant in Gunpla Recycling Project - trucks transporting amusement prizes to facilities return with collected runners, reducing transportation environmental impact.

Scale indicators16 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Funko: US-headquartered pop culture collectibles maker known for Pop! Vinyl figures. Competes with Bandai's Tamashii Nations and Gashapon lines for the same Western pop-culture collector and kidult segments using licensed IP across anime, gaming, and entertainment.
• Good Smile Company: Japanese anime figurine specialist behind the Nendoroid and figma lines. Competes directly with Bandai's Tamashii Nations brands (S.H.Figuarts, Chogokin, METAL BUILD) for the same otaku and kidult collector customer base and IP licenses.
• Kotobukiya: Japanese hobby manufacturer specializing in plastic model kits, scale figures, and collectibles (including Star Wars, Frame Arms Girl, and original Bishoujo lines). Directly competes with Bandai Spirits' Gunpla and Tamashii Nations premium figure businesses in model shops globally.
• Takara Tomy: Japan's largest domestic toy manufacturer and Bandai's closest direct competitor in traditional toys, plastic models (Tomy/Tomica, TomyTec), and trading card games. Operates a similar IP-driven model with comparable global distribution and a parallel presence in collectibles and hobby products.

Broad incumbents

• Hasbro: Global toy and gaming conglomerate spanning traditional toys (Transformers, Nerf, Play-Doh), Magic: The Gathering, and Wizards of the Coast. Competes with Bandai in trading card games (Magic vs. One Piece/Dragon Ball/Gundam), licensed action figures, and global toy retail.
• Spin Master: Canadian global toy and entertainment company behind Paw Patrol, Bakugan, and Hatchimals. Competes with Bandai in licensed character toys, kid-driven entertainment IP, and global mass-retail distribution.
• Mattel: Global toy giant behind Barbie, Hot Wheels, and Fisher-Price. Competes with Bandai in mass-market toys, licensed character product (including potential overlap with anime/manga), and global distribution, though with a broader Western-skewed portfolio.
• Sanrio: Japan-based character IP owner and licensor of Hello Kitty and 450+ other characters. Competes with Bandai for character merchandising, gashapon-style blind box retail, and global licensing opportunities across toys, apparel, and lifestyle categories.
• LEGO: Danish building-toy giant that competes with Gunpla in construction-based play and was recently revealed as a debuting vendor partner alongside Bandai Hobby at Pokemon NAIC 2027, indicating adjacent channel positioning in collectible hobby events.

Others

• Konami Digital Entertainment: Japanese entertainment company that is both an IP licensor to Bandai (Metal Gear Solid IP licensed for the METAL GEAR REX Chogokin) and a direct competitor in trading card games via Yu-Gi-Oh TCG. Represents a partner-competitor dynamic relevant to Bandai's TCG strategy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bandai-co.-ltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries24 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments1 record

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

Frequently asked questions about Bandai Co., Ltd