Exclusive: Bandai’s Action Figures insights

Published on: 19th June 2023

Toy World talks to Jack Sturman, Collector & Hobby channel brand manager at Bandai, to get the latest on the Action Figure market.

Bandai’s Collector segment, encompassing all things manga, anime and pop-culture, is surging – thanks to changing perceptions among customers and end consumers alike. Jack tells Toy World what is driving sales for Bandai, which licences are coming to the forefront and how the company works with retailers to ensure success across its entire portfolio.

“Overall, the Action Figures category is almost completely reliant on licences from Game, TV and films: roughly 80% of the total market stems from licensed product,” says Jack.

He goes on to explain that kidult is the driving demographic in the space but adds that having a variety of brands and products is important for meeting the needs of  consumers of all ages.

He also explains how and why action figures are “at the heart” of Bandai’s success and what the company offers from a commercial perspective to ensure this success continues to grow.

A core range of Bandai 5” and 6” Anime Action Figures caters to those just starting to explore the world of Anime. Minix, Stranger Things capsules and Chibi Masters all offer a collectible opportunity with a lower price point, while Banpresto, Megahouse and Ichibansho offer technically impressive premium figures that leverage the latest in technology.

The McFarlane Toys range caters to the more traditional ‘comic’ inspired collector, with a DC Multiverse range of action figures designed for the 20-something Kidult.

Read the full Q&A in our June edition by clicking here.


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