The corporate profile identifies the headquarters at Sumitomo Fudosan Tokyo Mita Garden Tower in Minato-ku, Tokyo. BANDAI SPIRITS is responsible for the planning, development, manufacturing, and sales of plastic models, figures and robots, Ichibankuji, and amusement prizes 3.

BANDAI SPIRITS functions as the Bandai Namco Group’s specialist company for hobby and collectible entertainment. While the broader Bandai business concentrates on products for children and families—including toys, capsule toys, trading cards, confectionery, apparel, and everyday goods—BANDAI SPIRITS focuses on older children, young adults, adult collectors, model builders, and dedicated hobbyists 4.

Its four major business categories are:

1. Plastic Models
2. Figures and Robots
3. Ichibankuji
4. Amusement Prizes

This positioning makes the company central to the otaku, figure-collecting, model-building, anime, manga, and gaming markets. Its philosophy centers on the Japanese concept of “SPIRITS” (魂, tamashii), meaning soul or spirit. The company describes its approach as manufacturing products “with spirit” to maximize the value of intellectual properties (IPs) and create new experiences for fans 5.

Distinction from Bandai

BANDAI SPIRITS is a separate company within the Bandai Namco Group with a distinct market focus. Bandai primarily handles toys, gashapon, trading cards, candy toys, food, apparel, and lifestyle goods aimed at children and families. In contrast, BANDAI SPIRITS manages plastic models, Gunpla, collectible figures, robots, Ichibankuji, and amusement prizes for mature fans. The two companies complement each other within the Bandai Namco Toys and Hobby Unit 6.

Although established in 2018, the heritage of BANDAI SPIRITS traces back to Bandai-ya, founded in Tokyo in 1950. The first original product was the Rhythm Ball, released in September 1950. The company was renamed Bandai in 1961 7.

Key Milestones

• 1969: Bandai acquired a factory in Shimizu, Shizuoka Prefecture, beginning plastic model manufacturing.
• 1974: Launch of CHOGOKIN Mazinger Z, establishing a tradition of combining character IP with detailed mechanical toys.
• 1977: Release of plastic model kits based on Space Battleship Yamato 8.
• 1980: Launch of the first Gundam plastic models, later known universally as Gunpla 9.

Gunpla, a portmanteau of “Gundam Plastic Model,” debuted in 1980 following the success of Mobile Suit Gundam. Unlike pre-assembled toys, these models required customers to build them themselves. This transformed the relationship between fans and merchandise, enabling assembly, customization, painting, modification, display, and competition.

Bandai continued to develop plastic-model technology, introducing multicolor molding and snap-fit construction, which allowed assembly without conventional modeling glue 10.

Evolution of Product Lines

Gunpla evolved into a comprehensive ecosystem of grades:

• HG (High Grade): Introduced in 1990, establishing a standard 1/144-scale format 11.
• MG (Master Grade): Launched in 1995, offering greater detail and mechanical sophistication at 1/100 scale 12.
• PG (Perfect Grade): Introduced in 1998 as a premium 1/60-scale line pushing engineering limits 13.
• RG (Real Grade): Launched in 2010, combining compact 1/144 scale with high detail and realism 14.

The modern company was established on February 15, 2018 15, with business reorganization taking effect on April 1, 2018. The restructuring aimed to strengthen Bandai Namco’s business targeting the mature fan market globally. It transferred Bandai’s mature-fan businesses and Banpresto’s lottery-related and new businesses into BANDAI SPIRITS, providing a focused structure for the adult-hobby and collectible segment 16.

Integration of Banpresto

In 2019, BANDAI SPIRITS merged with Banpresto Co., Ltd., with Banpresto becoming a category brand for amusement prizes 17. Consequently, modern Banpresto products, particularly anime and game figures for crane games, are closely associated with BANDAI SPIRITS. The brand is recognizable for franchises including Dragon Ball, One Piece, My Hero Academia, Jujutsu Kaisen, Demon Slayer, Naruto, Pokémon, and Gundam.

Plastic Models

Plastic models remain a defining business. Operations encompass planning, development, manufacturing, sales, marketing, hobby facilities, and global distribution. The Bandai Hobby Center in Shizuoka serves as a major production base. The company also operates facilities associated with Gunpla culture, such as THE GUNDAM BASE 18.

THE GUNDAM BASE

THE GUNDAM BASE is a specialized retail and experiential concept centered on Gunpla. The first comprehensive facility opened in Korea in 2003, while THE GUNDAM BASE TOKYO opened in Odaiba in 2017 as Japan’s first official integrated Gunpla-themed facility 19. These venues function as stores, exhibition spaces, event venues, builder communities, and locations for limited-edition releases, reflecting a philosophy of selling a hobby experience rather than merely an object.

TAMASHII NATIONS

TAMASHII NATIONS is the umbrella brand for premium figures, robots, and character collectibles. Its portfolio includes S.H.Figuarts, METAL BUILD, Chogokin, Saint Cloth Myth, Robot Spirits, and Figuarts ZERO. The company has developed approximately 60 brands under this division.

• S.H.Figuarts: Launched in 2014, emphasizing articulation, character accuracy, and posing.
• METAL BUILD: Launched in 2011, representing the premium end with metal components and sophisticated mechanical aesthetics.
• Chogokin: Rooted in the 1974 Mazinger Z toy, focusing on die-cast construction. SOUL OF CHOGOKIN GX-01 Mazinger Z was released in 1997 20.

Ichibankuji

Ichibankuji is a character-themed lottery system where every participant receives a prize. Customers draw tickets to win figures, plush toys, tableware, towels, posters, acrylic goods, and stationery. The modern convenience-store format began in 2003. More than 100 titles are released annually, with ongoing localization for overseas markets.

Banpresto Amusement Prizes

Banpresto products are designed for crane games, UFO catchers, and arcade prize machines. The business commercializes more than 1,500 figures and plush toys annually. Unlike premium collector lines, Banpresto prize figures prioritize accessibility and mass appeal.

Products are heavily driven by established IPs rather than original characters. Key franchises include Gundam (used across Gunpla, figures, events, and retail), Dragon Ball, One Piece, Saint Seiya, and various contemporary anime and manga titles.

Manufacturing technology is a core strength. Innovations include multicolor molding, snap-fit assembly, advanced internal frames, and fine surface detailing. Figure-rise LABO, launched in 2018, was created specifically to investigate new expressions and technologies not previously achievable in plastic models.

BANDAI SPIRITS was established partly to achieve growth in global markets for mature-fan products. International activities include Gunpla sales, THE GUNDAM BASE locations, TAMASHII NATIONS stores, overseas Ichibankuji, and localized product releases. TAMASHII NATIONS has expanded through flagship stores and experiences in cities including Tokyo, Shanghai, and New York.

BANDAI SPIRITS operates within the Toys and Hobby Unit of Bandai Namco Holdings. It is distinct from Bandai Namco Entertainment (video games) and Bandai Namco Holdings (the holding company). As of 2026, the company reports 735 employees, ¥300 million paid-in capital, and a March 31 fiscal year-end, with Hiroshi Sakakibara serving as President & CEO.

By May 2020, more than 700 million Gunpla units had been shipped, making it one of the world’s most successful character-based plastic-model franchises. Gunpla has evolved into a global hobby culture involving builders, customizers, painters, and online communities.

The corporate slogan, “The Global Leader in Hobby Entertainment,” distinguishes BANDAI SPIRITS from Bandai’s “The Happy Moment Creator.” This reflects a focus on specialized hobby entertainment and passionate fandom rather than broad entertainment products. The company redefines character merchandise by integrating IP, engineering, manufacturing, and community engagement, transforming characters into interactive hobby experiences.

1. About│BANDAI SPIRITS CO., LTD.
2. Corporate Profile│BANDAI SPIRITS CO., LTD.
3. BANDAI SPIRITS in 3minutes│BANDAI SPIRITS CO., LTD.
4. Business Introduction｜Bandai Co., Ltd. / BANDAI SPIRITS Co., Ltd. Official Corporate Site
5. About Us｜Bandai Co., Ltd. / BANDAI SPIRITS Co., Ltd. Official Corporate Site
6. Three-Minute Introduction｜Bandai Co., Ltd. / BANDAI SPIRITS Co., Ltd. Official Corporate Site
7. History│BANDAI SPIRITS CO., LTD.
8. Yusuke Fukuda | Interviews | IR Information | Bandai Namco Holdings Inc.
9. 福田 祐介 | キーパーソンインタビュー | IR・投資家情報 | 株式会社バンダイナムコホールディングス
10. 3分でわかるBANDAI SPIRITS│株式会社BANDAI SPIRITS（バンダイスピリッツ）
11. BANDAI SPIRITS CO., LTD.
12. ヒストリー│株式会社BANDAI SPIRITS（バンダイスピリッツ）
13. BANDAI SPIRITS CO., LTD.
14. Company Guide│BANDAI SPIRITS CO., LTD.
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16. BANDAI SPIRITS CO., LTD.
17. 会社情報│株式会社BANDAI SPIRITS（バンダイスピリッツ）
18. 会社概要│株式会社BANDAI SPIRITS（バンダイスピリッツ）
19. 历史│BANDAI SPIRITS CO., LTD.
20. History | Company Information | Bandai Namco Holdings Inc.