Gundam is one of the most popular and lucrative media franchises in the world, generated mainly through Bandai’s various toy and model kit lines. Since the original Mobile Suit Gundam anime debuted in 1979, the Gundam franchise has exploded into a cultural phenomenon in Japan and around the world. But just how much money does Bandai make from Gundam each year? Let’s take a deep dive into the global Gundam industrial complex and find out.
The Origin and History of Gundam
The original Gundam anime TV series, created by Yoshiyuki Tomino and Sunrise animation studio, premiered in 1979 and introduced viewers to the futuristic world of giant piloted robots called mobile suits. Although the anime wasn’t an immediate hit, Bandai released a line of robot model kits called Gunpla (short for Gundam plastic model) that became very popular.
Over the next four decades, Sunrise continued to produce new Gundam anime series, OVAs, manga, video games, and films set in the various timelines and story universes of the Gundam meta-franchise. At the same time, Bandai expanded the Gunpla line to hundreds of model kits, as well as action figures, video games, apparel, and other collectibles. As of 2022, the Gundam franchise had grossed over $20 billion worldwide since 1979.
Bandai’s Monopoly on Gundam Toys and Collectibles
As the master toy license holder for all things Gundam, Bandai dominates the manufacturing and sales of Gundam merchandise and collectibles. The company produces Gundam model kits through its Bandai Spirits division, while Banpresto makes Gundam action figures and chibi (super deformed) figures. Other product categories like apparel, accessories, and video games are licensed out to third parties.
But when it comes to high-margin collectibles, Bandai keeps manufacturing and distribution firmly in house. This vertical integration and monopoly has allowed Bandai to utterly dominate the Gundam toy market for over 40 years and leverage the loyal international fanbase into continued profits.
Gunpla Model Kits Lead the Charge
The core driver of Gundam merchandise revenue has always been Bandai’s Gunpla model kits. These assembly kits allow fans to build intricate, highly-articulated Gundam models with incredible detail and customization options. From the classic 1:144 and 1:100 scale kits for mobile suits to larger 1:60 and 1:48 kits for robots and vehicles, Gunpla offers a range of products for modelers of all skill levels.
In 2020, Bandai reported ¥168.8 billion JPY (approx. $1.56 billion USD) in revenue just from Gunpla kits. This was a 15% increase over the previous year, showing the continued strength of the model kit business. The popularity of Gunpla also increases awareness and fandom of the Gundam IP, boosting sales of auxiliary products like action figures, apparel, and video games. Bandai leverages the Gundam IP extremely effectively across business divisions and product categories.
Gunpla Model Kit Sales Revenue
| Year | Gunpla Revenue (billion JPY) |
|---|---|
| 2018 | 157 |
| 2019 | 141.8 |
| 2020 | 168.8 |
Gundam Action Figures and Collectibles
In addition to Gunpla, Bandai relies on its network of subsidiary companies to produce a vast range of Gundam action figures, chibi/deformed collectibles, apparel, accessories, stationery, and other merchandise. While not as lucrative as model kits, these products help to make Gundam a lifestyle brand with appeal extending far beyond hardcore anime fans.
Some of the most popular Gundam collector’s items include:
– Robot Spirits action figures by Bandai Spirits – highly-detailed, fully articulated action figures targeted at adult collectors. Priced premium at $50-100 each.
– Gundam Fix Figuration – collectible figurines featuring realistic proportions and mecha details.
– Gundam Universe sofubi (soft vinyl) figurines – retro-style vinyl figures with a stylized super deformed aesthetic. Very popular with designer toy and art toy fans.
– Gundam plastic gashapon capsule toys – impulse-buy mystery box toys sold through vending machines in Japan and specialty stores in the US.
– High Grade (HG) model kits – intermediate level Gunpla kits with enhanced detail and articulation compared to entry level First Grade kits. Extremely popular for their balance of complexity and value.
Bandai’s multifaceted merchandising and licensing strategy exposes Gundam products to demographics far beyond the core anime fanbase. The company actively cultivates and monetizes peripheral fandom through these diverse product ranges.
Gundam Video Games
While not as financially successful for Bandai as Gunpla and other collectibles, Gundam video games play a key role in keeping the IP relevant and visible between new anime releases. These games provide fresh Gundam content to fans on consoles and mobile platforms.
Some of the most popular Gundam games include long-running action game franchises like Dynasty Warriors: Gundam by Koei Tecmo and Mobile Suit Gundam Extreme VS by Bandai Namco. Gundam strategy RPGs, first-person shooters, and mobile gacha games attract a diverse swath of gamers to the IP.
While Bandai does not typically develop Gundam games in house, the licensing fees paid by third party game studios contribute incremental revenue. And the games promote interest in the core Gundam IP, indirectly driving sales of Gunpla, action figures, apparel and other higher-margin products.
The Gundam Base Retail Stores
In addition to licensing and manufacturing, Bandai also leverages brick-and-mortar retail to boost Gundam profits. The company operates several Gundam Base specialty stores located in Tokyo, Fukuoka, Singapore, Shanghai, Taiwan, and South Korea.
These high-profile retail hubs act as immersive experiences for Gundam fans. The stores sell exclusive Gunpla kits, limited edition collectibles, model-building supplies, apparel, accessories, and more. Some locations have Gundam museums or large dioramas where fans can take photos with life-size Gundam statues.
The Base stores act as pilgrimage destinations that reinforce brand loyalty and increase spending from diehard fans. Limited exclusives are offered that can’t be found anywhere else. Operating the stores directly allows Bandai to capture maximum profits, while also controlling the brand experience.
Key Locations of Gundam Base Stores
- Odaiba, Tokyo
- Akihabara, Tokyo
- Fukuoka, Japan
- Seoul, South Korea
- Shanghai, China
- Singapore
- Taipei, Taiwan
Gundam Anime Revenues
While Bandai is the master toy license holder for Gundam, the anime series themselves are produced by Sunrise animation studio, a subsidiary of Bandai’s parent company Namco Bandai Holdings. Although Sunrise spearheads production costs for new Gundam anime, Bandai also invests capital into many Gundam projects.
There is a symbiotic relationship where new Gundam anime generates hype and relevance for the IP, indirectly fueling merchandise sales for Bandai. At the same time, the wildly successful Gundam toy lines motivate continued investment into new anime.
It’s difficult to parse out exactly how much direct revenue Bandai receives from Gundam anime through licensing fees and distribution deals. But the upside potential from new anime, weighed against the production costs, makes continued investment worthwhile to propagate the IP.
Some of the most successful and profitable Gundam anime series include:
– Mobile Suit Gundam 0079 (1979) – the original series that started it all.
– Mobile Suit Z Gundam (1985) – first Gundam anime to find popularity outside Japan.
– Mobile Suit Gundam Wing (1995) – introduced Gundam to the West and was pivotal in the mid-90s anime boom.
– Gundam SEED (2002) – highest rated Gundam TV series at the time, sparking a resurgence for the brand.
– Gundam Build Fighters (2013) – reignited interest in Gunpla model kits, doubling sales over 3 years.
Gundam Film Revenues
In addition to TV series and OVAs, Sunrise and Bandai have released multiple Gundam theatrical films over the decades. These animated films are significant investments, with budgets on par with live-action blockbusters. But the box office revenues and increased cultural mindshare make the films excellent promotion for the Gundam brand.
Some of the most successful Gundam films include:
– Mobile Suit Gundam I, II, III films (1981-82) – compilation movies of the original TV series recut for cinematic release.
– Mobile Suit Gundam: Char’s Counterattack (1988) – pivotal film that cemented the Gundam brand as a sci-fi pillar of Japanese pop culture. Made over $15 million at the box office.
– Mobile Suit Gundam F91 (1991) – was developed as the first Gundam theatrical film with an original story. Cost an estimated $12 million USD to produce.
– Mobile Suit Gundam: The 08th MS Team (1999) – a side story released as an OVA and theatrical film during the Gundam franchise’s lean years. Helped sustain momentum.
– Mobile Suit Gundam: Hathaway’s Flash (2021-) – latest film trilogy adaptation featuring heavyweights like Yoshiyuki Tomino (Gundam creator), Sunrise, and author Harutoshi Fukui. Has grossed over $10 million USD.
Gundam Events Increase Brand Exposure
In addition to core business units like toys, anime, and games, Bandai also invests heavily in branded events to promote Gundam engagement and awareness. Events like the life-size RX-0 Unicorn Gundam statue tour increase visibility globally.
The Gundam Factory Yokohama, opened in 2021, allows visitors to see full-scale walking Gundam prototypes and interact with robotics technology. It positions Gundam as an innovative brand that represents the future of science and imagination.
Regular Gundam fan meetups and Gunpla building events are hosted around the world, facilitated by Bandai through retail partners like Gundam Base stores. And Bandai works closely with its agency Dentsu to handle PR and marketing for new product launches, anime releases, and other activations.
Breakdown of Bandai Revenue Segments
As a whole, Bandai Namco Holdings reported over 800 billion JPY in revenue for FY2021 (~$7.2 billion USD). This parent company oversees video games, amusement facilities, and other businesses beyond just Gundam.
Bandai’s Toys and Hobby segment, which contains Gundam products, accounted for 537 billion JPY of FY2021 revenue (~$4.8 billion USD). This includes production and sales of all toy brands like Power Rangers, Dragon Ball, Code Geass, etc.
According to Bandai’s fiscal reports, the Gundam IP specifically drives over 150 billion JPY annually (~$1.36 billion USD) across toys, licensing, distribution, retail, and indirect promotion of the brand through partners like Sunrise.
This breakdown shows that Gundam alone generates approximately 18% of Bandai’s total annual revenue. As one of Bandai’s crown jewel intellectual properties, Gundam is critical to the company’s bottom line.
| Revenue Source | Approx Annual Revenue (billion JPY) |
|---|---|
| Total Bandai Namco | 800 |
| Toys & Hobby (all brands) | 537 |
| Gundam Franchise | 150 |
The Global Reach of Gundam
Gundam has grown from a niche mecha anime into a worldwide entertainment franchise, with fans across Japan, North America, Europe, and Southeast Asia. Exact regional revenue breakdowns are not published by Bandai, but we can examine the global footprint of Gundam.
– Japan remains the core bastion of Gundam fandom, accounting for over 50% of franchise revenue.
– North America contributes significantly through toys, games, licensing, and the recent Netflix distribution of anime.
– Europe has a smaller but growing Gundam presence, evidenced by large turnouts at events like the Unicorn statue tour.
– Southeast Asia demonstrates intense fandom, especially in countries like Singapore, the Philippines, and Indonesia where Gundam model kits and action figures are hugely popular.
– China’s ban on Japanese media has limited growth, but there is still substantial demand for Gundam merchandise. Bandai is investing more into Chinese retail.
– South Korea punches far above its weight class for per capita Gundam spending, with youth heavily invested in Gunpla. Bandai owns stores here.
Ongoing globalization of anime and geek culture will support Gundam’s future international revenue, even as Japan still anchors the brand.
Conclusion
Over 43 years, Bandai has molded Gundam into a pop culture juggernaut that generates over $1.5 billion USD annually from toys, models, collectibles, apparel, games, entertainment, and brand experiences. While Sunrise and other partners contribute to that ecosystem, Bandai remains the central force that manages, licenses, and profits from all aspects of the Gundam IP.
With exciting projects on the horizon like new anime productions and real-life Gundam robots, the franchise still has tremendous growth potential. As long as Bandai maintains control over this crown jewel IP, that steady Gunpla money-printing machine will keep on rolling. Through its diverse licensing portfolio and vertical integration, Bandai looks poised to dominate the mecha toy market for the foreseeable future.