Bandai Namco acquired California-based collectibles and hobby distributor Bluefin Distribution.

Bluefin’s catalog includes action figures and model kits from a variety of Bandai product lines. Bluefin is also the exclusive channel distributor for brands including Storm Collectibles, the official North American consumer products and retail development partner for Studio Ghibli, and the exclusive distributor for Mr. Hobby/GSI, SEN-TI-NEL, and Flame Toys.

Bandai and Bluefin developed several initiatives for this year to expand Bandai’s market share across the North American collectibles market. These initiatives support product releases based on properties such as Mobile Suit Gundam, Star Wars, and Godzilla. The companies will also continue focusing on the Dragon Ball product lines from Bandai’s Shokugan, Hobby, and Tamashii Nations lines.

To drive marketing efforts, Bandai appointed Adam Newman as chief marketing officer of Bluefin. Newman previously served as the senior director of brand management for the Tamashii Nations Brand at Bandai America and oversaw the brand’s launch in Western markets from Bandai’s Collectors Toy Department in Tokyo. Now, he will oversee North American sales and marketing efforts for all Bluefin brands.

“In today’s digital age, both core and casual collectible consumers in North America have greater access to import product lines than ever before,” Newman says. “We look forward to cultivating these demographics even more with engaging promotional activity and a broader scope of product availability.”

The Bluefin acquisition provides Bandai with a full range of wholesale and channel distribution services and support, including warehousing, fulfillment, and customer service. It will also strengthen sales and expand the company’s localized hobby retail distribution network.

Bluefin CEO Steve Fujimura will continue as CEO in this new organization.

About the author

Madeleine Buckley

Madeleine Buckley

Madeleine Buckley was a Senior Editor at The Pop Insider, The Toy Insider, and The Toy Book. She covered all things toys and fandom, and has appeared on Cheddar and a variety of regional news networks to talk about the latest trends in both. She is a movie score enthusiast, mediocre knitter, proud Syracuse alumna, and Marvel lover. You can usually find her at the movies or hanging out at home with her super-pup, Parker.

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