​Did you know that Ironically, first Gundam show release was cut short, because they couldn’t sell enough toys?
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Little did they know !! That it will go on to become an $1.1 Billion Empire.

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Gundam, a Japanese mobile kit brand, has become a cultural phenomenon and an icon of innovation in the world of plastic model kits.
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It was a brainchild of Yoshiyuki Tomino and Sunrise Inc., a Japanese animation studio, in collaboration with Bandai Namco Holdings Inc.​
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The concept stemmed from Tomino's vision of a science fiction anime series featuring giant humanoid robots known as "Mobile Suits.”​
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The first Gundam anime series, "Mobile Suit Gundam," aired in 1979, captivating audiences with its compelling storytelling, complex characters, and realistic depiction of war and politics in outer space.
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Bandai subsequently launched a line of plastic model kits based on the series, marking the beginning of the Gundam franchise.

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4 Things that Gundam did which made it an instant hit

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1. Innovative Design: Gundam’s plastic model kits, known as “Gunpla,” offered fans the opportunity to build and customize their own highly detailed miniature robots.
   The kits featured intricate designs and a wide range of accessories, allowing fans to express their creativity.
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2. Cultural Impact: Gundam had evolved into a cultural phenomenon with a dedicated fan base spanning multiple generations.
   The brand’s influence extended beyond Japan, with enthusiasts worldwide, now participating in Gundam-related events, conventions, and competitions.
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3. Consumer Adoption: Gundam’s plastic model kits quickly gained popularity among anime fans, hobbyists, and collectors, driving strong sales and demand for new releases.
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4. Market Expansion: Bandai capitalized on the success of the Gundam franchise by expanding its product offerings to include various scales, grades, and series, catering to diverse consumer preferences and interests.

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Did you know that, Yoshiyuki Tomino once admitted to have murderous urges?, he stated that it was actually his passion of designing war pieces in Gundam, which gave his dark thoughts an outlet.

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They Turned Scarcity into Exclusivity as a Marketing Ploy:

• Limited Editions and Exclusives: Bandai employed scarcity and exclusivity tactics to create hype around special edition Gunpla releases, driving anticipation and demand among collectors and enthusiasts.
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• Anime Tie-Ups: Gundam leveraged its iconic anime series and multimedia franchise to promote its plastic model kits and merchandise, generating buzz and excitement among fans.
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• Community Engagement: Gundam fostered a vibrant online and offline community of fans, hobbyists, and influencers, organising events, competitions, and exhibitions to showcase new products and cement brand’s legacy.
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​Gundam Franchise reported revenue of $1 billion USD for 2024, with toy kit sales contributing largest share to its overall revenue.
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This is 3X growth from 300 Million in the year 2000.
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To Put Some Context, That is almost 7 times the revenue coming from Naruto !!
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Bandai Namco's sales worldwide in FY2024, by intellectual property

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Did you know that in 2015, the Japanese ministry for defence allocated $7.5 Million of its budget into the research and development of Mobile Suit technology,? much inspired from suits like Gundam !

BUT The evolution of this Mobile Suit franchise was not always smooth:
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• Toxic Materials Recall: In 2008, Bandai issued a recall for several Gundam model kits due to the presence of toxic materials in the plastic.
  The controversy originated from concerns about the safety of the materials used in the manufacturing process.
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• Counterfeit Products: The popularity of Gundam kits has led to the entry of counterfeit products in the market. These counterfeit kits often have inferior quality and lack the attention to detail and authenticity of genuine Bandai products.
  Bandai has taken legal action against counterfeiters to protect its brand and reputation.

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​5 Lessons you can learn from Gundam to grow over 300%

1. Continuous Innovation: Like Bandai with Gundam kits, startups should prioritize continuous innovation to stay ahead of the competition and meet the evolving needs of customers.
   By regularly introducing new features, designs, and product lines, startups can maintain relevance and appeal in the market.
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2. Community Engagement: Bandai has built a strong community around Gundam kits through events, forums, and social media engagement.
   Founders should similarly focus on building a loyal and engaged community of customers and fans, fostering connections and feedback loops to drive product development and brand loyalty.
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3. Quality and Authenticity: Bandai’s commitment to quality and authenticity has earned it the trust and loyalty of Gundam enthusiasts.
   Brands should prioritize quality craftsmanship and attention to detail in their products.
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4. Adaptability: Bandai has demonstrated adaptability by expanding its product offerings, exploring new markets, and embracing digital technologies.
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5. Brand Protection: Bandai has taken proactive measures to protect its brand from counterfeiters and unauthorized sellers, safeguarding its reputation and intellectual property. Startups should not ignore investing in brand protection strategies, including legal protections and anti-counterfeiting measures.

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