Bellfine

What Bellfine does

BellFine Co., Ltd. (株式会社ベルファイン) is a Japanese hobby manufacturer founded in 2015 and headquartered in Ikebukuro, Toshima Ward, Tokyo. The company designs, manufactures, and distributes four primary product categories: finished PVC/ABS figures at 1/6 to 1/8 scale (priced ¥10,000-¥36,630), plastic model kits including mecha and classic anime vehicles (¥5,500-¥9,900), character merchandise ranging from badges to apparel and interior goods (¥300-¥5,500), and imported die-cast collectibles primarily from the Thunderbirds franchise (¥15,400-¥32,450). The company's product portfolio is anchored by four proprietary original sub-brands — Palette Masters (2D-anime color printing technology), SoftB (large-scale soft vinyl figures), Connect Collection (interlocking-base figures), and Creator's Selection (illustrator-designed characters) — alongside licensed products from over 30 IP holders including NHK Enterprise, Sunrise, Takara Tomy, Sega, Sanrio, and Tezuka Productions. BellFine is also a member of the Japan Plastic Model Industry Cooperative as of April 2026.

The company's technical foundation rests on traditional PVC/ABS plastic figure manufacturing, plastic model kit engineering (including the Gear Frame articulated joint system developed with Taiwan-based GIGA GARAGE), and distribution partnerships for imported die-cast products. Distribution occurs through a direct-to-consumer web shop (bellfine.co.jp and shop.bellfine.co.jp) with a points-based loyalty program (1 point per ¥100, 2-year validity), supplemented by Amazon Japan, a nationwide hobby retailer network, and an official Mercari shop. The company is led by Representative Director Suzuki Yasufumi and is privately held with no disclosed institutional investors, parent company, or funding rounds.

BellFine's primary customer segments are anime/manga hobby collectors and plastic model enthusiasts (both primary), with casual anime fans and premium collectors as secondary segments. Licensing partners such as Takara Tomy also serve as distribution channels for specific lines (e.g., My Hero Academia). The company operates predominantly within Japan with limited international import distribution, and it has no disclosed AI, API, or software platform capabilities — the business is anchored in physical collectible manufacturing and licensing.

Name

Bellfine

Legal name

株式会社ベルファイン

Website

https://bellfine.co.jp

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

BellFine is a Japanese hobby manufacturer founded in 2015, producing licensed and original anime collectible figures, plastic model kits, character merchandise, and imported die-cast models for hobby collectors, primarily serving the Japanese market.

Ownership category

akta.pro rank

Product category

Collectible Figures & Hobby Manufacturing

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

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

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

akta.pro secondary industries

Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA), Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

Keywords

• Anime collectible figures
• Plastic model kits
• Character merchandise
• Sofubi vinyl figures
• Die-cast 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, Technology or R&D, Infrastructure

Revenue model

1. Finished Figures Sales: Pre-painted PVC/ABS collectible figures sold at various scales (1/6 to 1/8), priced from ¥10,000 to ¥36,000 per unit. One-time purchase model with web shop pre-orders and retail availability.
2. Plastic Model Kits: Assembly plastic model kits featuring mecha, vehicles, and character-related items. Includes 'Mechanic Selection' series for classic anime vehicles and original mech series. Prices range from ¥5,500 to ¥9,900 per kit.
3. Character Goods: Diverse merchandise line including acrylic stands, badges, straps, stationery, apparel, and interior goods. Broad price range from ¥300 to ¥5,500 per item.
4. Die-Cast Models: Imported die-cast collectible models, primarily Thunderbirds vehicles, with limited production runs. Priced from ¥15,400 to ¥32,450 per unit.
5. Original Series Merchandise: Proprietary series including Palette Masters, Creator's Selection, SoftB, and Connect Collection with unique designs and limited editions.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

BellFine Co., Ltd. (株式会社ベルファイン) designs, manufactures, and sells anime and character collectible figures, plastic model kits, character goods, and imported die-cast collectibles. The company's catalog includes pre-painted PVC/ABS figures at 1/6 to 1/8 scale, sofubi (soft vinyl) figures, assembly plastic model kits of mecha and vehicles, and a broad range of licensed and original character merchandise. BellFine also operates four proprietary original series — Palette Masters, SoftB, Creator's Selection, and Connect Collection — and sells directly through its own e-commerce web shop alongside retail distribution.

Product overview

Bellfine (株式会社ベルファイン) is a Japanese hobby manufacturer specializing in figures, plastic models, character goods, and imported die-cast collectibles. The company operates across four main product categories: Figures (完成品フィギュア), Character Goods (キャラクターグッズ), Plastic Models (プラモデル), and Overseas/Import Products (海外商品). The company has developed four proprietary original series: コネコレ (Connect Collection) for connectable figures with interlocking bases; softB (ソフビー) for large-scale soft vinyl (sofubi) figures; Creator's Sellection for illustrations-based original characters; and Palette Masters featuring distinctive 2D anime-style coloring. Bellfine also produces licensed products from major anime franchises including My Hero Academia, Fate Series, Touhou Project, Love Live! Hasunosora, Fairy Tail, and classic series like Thunderbirds, Nadia, and Time Bokan. The company maintains an e-commerce web shop alongside traditional retail distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Palette Masters: A figure series featuring 2D-style coloring that makes characters appear to have jumped out of the anime world.
• Creator's Sellection
• SoftB
• コネコレ (Connect Collection)

Products and services

• BellFine Figures (完成品フィギュア) Pre-painted PVC/ABS collectible figures of anime, game, and original characters at 1/6 to 1/8 scale, targeted at anime and manga hobby collectors seeking high-quality display pieces.
• Character Goods (キャラクターグッズ) Diverse character merchandise line including badges, acrylic stands, keychains, straps, stationery, apparel, posters, tapestries, plush toys, interior goods, bags, towels, and kitchen accessories, priced from ¥300 to ¥5,500 per item, targeted at general anime fans and gift buyers.
• Plastic Models (プラモデル) Plastic model kits and completed plastic model products featuring mecha, vehicles, and character-related items, including the Mechanic Selection series for classic anime vehicles, original mecha series Gear Frame, and imported die-cast models, priced from ¥5,500 to ¥9,900 per kit, targeted at plastic model builders and mecha enthusiasts.
• Overseas/Import Products (海外商品／IMPORT) Imported die-cast models, completed products, and collectibles primarily from Anderson Entertainment's Thunderbirds franchise, plus Space: 1999 and UFO series merchandise, priced from ¥15,400 to ¥32,450 per unit, targeted at premium die-cast collectors.
• Palette Masters Proprietary BellFine figure series featuring distinctive 2D anime-style coloring (Palette Masters 二次元化彩色技術) that gives figures a flat, animation-accurate color finish. Includes characters from My Hero Academia and other franchises.
• SoftB (ソフトビーフィギュア) Proprietary BellFine series of large-scale sofubi (soft vinyl) figures approximately 30 cm tall with high-quality paint application and detailed sculpting, including licensed characters such as Sonic the Hedgehog (Sega) and Uni-Ko (Tezuka Productions).
• Creator's Selection (Creator's Sellection) Proprietary BellFine figure series that brings original characters from popular illustrators (such as あんのあーのお and ゆゆこ) into three-dimensional figure form, including removable parts and compatibility between paired figures.
• Connect Collection (コネコレ) Proprietary BellFine figure series featuring interlocking bases that let buyers connect multiple figures (primarily My Hero Academia UA High school uniform versions) to create cohesive display scenes and dioramas.
• BellFine Web Shop Official e-commerce platform for BellFine products, providing pre-order campaigns, membership point accumulation, limited editions, and web-shop exclusive items to individual consumers in Japan.

Quantifiable outcome

• Member of Japan Plastic Model Industry Cooperative since April 2026
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and moderate.

• 日本プラモデル工業協同組合 (Japan Plastic Model Industry Cooperative)coreOthers · 1 April 2026BellFine became a member of the Japan Plastic Model Industry Cooperative (Nihon Puramoderu Kogyo Kyodotokumiai) as of April 1, 2026. This industry organization supports the development and promotion of the plastic model hobby industry in Japan.
• NHK エンタープライズ (NHK Enterprise)coreStrategic or Co-development PartnerNHK Enterprise is a key IP licensing partner, providing rights for products based on NHK-produced anime properties including Nadia of the Mysterious Sea and various other NHK programs.
• 株式会社タカラトミー (Takara Tomy)coreStrategic or Co-development PartnerTakara Tomy serves as both a business partner and sales distributor for BellFine products. The company holds publishing rights for My Hero Academia figures produced by BellFine.
• GIGA GARAGEmoderateTechnology or IntegrationTaiwan-based manufacturer GIGA GARAGE collaborates with BellFine for the original mecha series 'Gear Frame' (神姫機闘伝), with BellFine producing and distributing the plastic model kits.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Max Factory: Maker of figma and POP UP PARADE scale anime figures; sister brand of Good Smile Company with substantial licensed anime figure catalog and direct overlap with BellFine's 1/7 and 1/8 PVC figure lines.
• Good Smile Company: Largest Japanese hobby figure maker (Nendoroid, figma, scale figures) and most direct competitor to BellFine across 1/6–1/8 pre-painted PVC anime figures. Competes for the same IP licenses (My Hero Academia, etc.) and the same hobby retailer shelf space.
• Threezero: Hong Kong-based high-end collectible figure maker (1/6 scale anime and sci-fi); comparable to BellFine's premium Sofubi and 1/6 scale figure lines in targeting adult collector price points and import channels.
• Orange Corporation: Anime-grade plastic model kit specialist (Evangelion, Frame Arms, Frame Arms Girl). Closely comparable to BellFine's Gear Frame and Mechanic Selection kits in the niche of collector-grade mechanical model kits.
• Kotobukiya: Major Japanese figure and plastic model manufacturer with extensive anime, Marvel, and Star Wars figure lines plus original Frame Arms and Megami Device model kits. Overlaps with BellFine in scale figures, mecha model kits, and licensed anime merchandising.
• Sentinel (Japanese toy maker): Japanese toy manufacturer producing die-cast and PVC anime figures, as well as import die-cast lines. Direct competitor to BellFine's Thunderbirds die-cast import category and broader PVC figure releases.

Broad incumbents

• Bandai Spirits / Bandai Hobby Center: Operates the Figure-Rise Standard, Saint Cloth Myth, and Gunpla lines; dominant incumbent in anime plastic model kits. Competes with BellFine's plastic model category and broadly in character figures across larger scale.
• Takara Tomy: Listed as both a strategic distributor and a key licensor (My Hero Academia publishing rights) for BellFine. Comparable as a larger incumbent in licensed character toys and transformers/mecha, with overlapping retail distribution.
• Sega (Sega Toys / Sega Prize): Through Sega Toys and Sega Prize segments, Sega produces soft vinyl figures, character prizes, and licensed anime merchandise. Comparable to BellFine's SoftB sofubi line and licensed character goods division; Sega is also a BellFine licensor (Sonic).

Others

• Good Smile Company (Solaris Japan / TRL hobby retail): Listed as a hobby retailer partner in BellFine's distribution network; relevant as an ecosystem participant whose retail footprint drives downstream BellFine sales.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bell_fine
• YouTubeyoutube.com/@BellFine-Channel
• Facebookfacebook.com/BellFineCo.Ltd
• Instagraminstagram.com/bellfine_official
• LinkedInlinkedin.com/company/bell-fine-co-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

Investments

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

Frequently asked questions about Bellfine