The Toy Book catches up with Teppei “Ted” Onoki, CEO at Bandai Namco Toys & Collectibles America, for an update on the company’s performance, the global rise of Gashapon, continued success of Tamagotchi, and an extensive new product lineup as part of our annual State of the Industry Q&A series.
What were some of Bandai Namco’s big wins last year?
At the beginning of the year, there were economic concerns in the market related to inflation and tariffs. However, we successfully navigated these challenges and achieved strong product sales, supported by robust overall market demand.
As demonstrated by the blockbuster success of the Demon Slayer movie, anime‑related products continue to drive the market, with major anime IPs such as Dragon Ball and One Piece contributing significantly through their steady performance.
In addition, Tamagotchi, one of the key IPs within the Bandai Namco Group, has seen strong global momentum. The new product, Tamagotchi Paradise, has received widespread acclaim worldwide, and we expect continued growth for the Tamagotchi brand in the North American market as well.
Within Bandai’s core portfolio targeting high‑engagement consumers, Gundam plastic model kits continue to perform exceptionally well. Furthermore, our first dedicated Gundam brand store, G‑BASE Chicago, has been very well received as both an information hub for fans and a comprehensive retail destination offering exclusive items along with the full lineup of Gundam products.
How are collectors shaping the demand for premium and limited-edition products?
For the collector segment, we focus on strengthening engagement by aligning closely with each product’s fan base, thereby supporting demand for limited‑edition and premium items.
While expectations and the standards required to meet collector demand continue to rise each year, we are confident that the quality of our craftsmanship and our commitment to precise, faithful detail fully meet — and often exceed — the expectations of our collector community.
How has the growth of Gashapon shaped the company’s U.S. strategy?
The recent growth and penetration of Gashapon in the North American market has been remarkable. We believe this success comes from the unique value that Gashapon offers — a combination of the hands‑on capsule‑turning experience and the excitement of discovering what comes out.
Gashapon is a highly unique category that appeals to a broad demographic, from children to adults, and encourages repeat purchases through the collectible nature of the products. In response to this wide appeal, we have expanded our product lineup beyond anime‑driven trends to include items targeted toward female consumers, such as Sanrio, as well as thematic products featuring automobiles, animals, and other popular motifs.
As the category leader, we aim to drive further growth by proactively investing in dedicated store operations, in-store merchandising initiatives, and event promotional activities. These efforts form the foundation of our long‑term growth strategy for the Gashapon business.
Let’s talk more about Tamagotchi’s big year and what retailers and fans can expect.
Tamagotchi Paradise has significantly elevated the overall value of the Tamagotchi brand, and we achieved strong growth in brand penetration among children.
However, to further expand our fan base, it is essential not only to strengthen the device itself but also to broaden our lineup of related merchandise and establish Tamagotchi as a lifestyle brand. In fact, we have received numerous requests from retail partners and fans for dedicated shelf space, an expanded product assortment, and broader in‑store presence.
During the “Tamagotchi Tour,” which we held for the first time last year across six major cities, we saw an exceptional response. The tour attracted more than 15,000 attendees in total across six major cities, with each stop drawing sustained daily lines of 400-600 fans.
Moving forward, we will continue to proactively visit major cities to nurture our fan community and further strengthen brand engagement.
What long-term trends are influencing your approach to licensing and brand-building?
We will continue to closely and accurately monitor consumer trends in the North American market. In particular, it is essential to understand the behaviors of highly engaged anime fans — especially those within Gen Z — and to further strengthen initiatives that integrate our products with relevant content.
To achieve this, we will deepen information sharing with our licensing partners and ensure our distribution strategies align with the peak moments of consumer excitement around new content releases. By doing so, we aim to build an active market environment in which content, products, and retail execution are fully integrated.
What are you most excited about this year?
This year, we plan to further strengthen our engagement with fans, and we are very much looking forward to increasing opportunities for our employees to interact directly with them. In addition to participating in various events, we will enhance fan enthusiasm through panel discussions and hands-on experiences at our booths.
We will also continue to develop memorable events for children and casual fans — such as the Tamagotchi and Dragon Ball mall events — by integrating IP-driven appeal with experiential content.
Furthermore, as a new initiative, we plan to launch live‑action Tokusatsu IPs, including Godzilla and Ultraman, which have long served as foundational pillars of Japanese film culture.
Through these efforts, we aim to maximize IP value and expand our fan community.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!
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