Message from the Chief Gundam Officer | Integrated Report 2025 | IR library | IR Information

Gundam Series—Continuing to Evolve as It Marks Its 45th Anniversary

In 2024, the Gundam series celebrated its 45th anniversary since first airing, and in 2025, Gundam model kits marked their 45th anniversary since their launch. As we look ahead to the next milestone—the 50th anniversary—it is crucial that we further enhance the global recognition of the Gundam series and maximize the value of the IP over the long term. We view the recent 45th anniversary and the upcoming 50th anniversary as waypoints on a much longer journey. Based on a long-term perspective, we believe it is essential to continue showcasing the series' appeal in order to build a Gundam universe that can endure for the next 100 years.
In this context, the GUNDAM NEXT FUTURE PAVILION, which we have been exhibiting at Expo 2025 Osaka, Kansai, Japan since April 2025, has become a particularly meaningful initiative for envisioning the future of Gundam. Inspired by the theme of realizing a peaceful future, the pavilion aims to use the space-based lifestyles and technologies depicted in Gundam to inspire children to think about the future.
I am extremely pleased that the pavilion has welcomed visitors of all ages, genders, and nationalities and that it has sparked interest in its theme through Gundam —among not only longtime fans but also those who have yet to engage with the Gundam.

Almost Doubling Net Sales in Just Six Years

Net sales from the Gundam series on a Groupwide basis have grown significantly over the past six fiscal years—from ¥79.3 billion in FY2019.3, the start of the Mid-term Plan preceding the previous one, to ¥153.5 billion in FY2025.3, the final year of the previous Mid-term Plan—nearly doubling in size. As a result, we reached one year early our net sales target in FY2026.3 of ¥150.0 billion.
The Toys and Hobby Business contributed greatly to the growth we achieved in FY2025.3. In addition to enjoying particularly strong performance in products for the mature fan base—such as Gundam model kits—we saw growth in capsule toys, the candy, and the food business, resulting in expanded sales across all demographics, from children to adults. Previously, growth of the Gundam series centered on the two pillars of visual works and Gundam model kits. Recently, however, we have steadily expanded the range of product categories we offer, giving us more opportunities to engage with fans and expand contact points therewith. Such efforts have ultimately helped us broaden the series’ fan base.
SD Gundam G Generation Eternal, a mobile app game offered by Bandai Namco Entertainment Inc., has been performing extremely well, showing great promise as a contact point for new fans. The success of the Gundam series is due to the combined strength of both collaborations within the Group and those with external partners. To maximize the value of the Gundam IP over the long term, we must view its 50th anniversary as merely a waypoint and continue to examine the ideal ways to grow Gundam as a long-standing IP. To do so involves expanding contact points to cultivate fans for the next generation while maintaining a focus on our core fans.

Accelerating the Growth of Global Businesses

North America and China remain key markets in the global rollout of Gundam. While keeping these markets in mind, we must formulate worldwide marketing strategies from a medium- to long-term perspective. In the past, Gundam visual works released in Japan first before being rolled out overseas . However, beginning with Mobile Suit Gundam THE WITCH FROM MERCURY and continuing with the latest title Mobile Suit Gundam GQuuuuuuX, we have achieved an almost simultaneous global release, which in turn has enabled a worldwide day-and-date launch of related products and services. Doing so has helped significantly increase recognition for Gundam and expand our base of new fans. In North America, Gundam’s recognition has been increasing over the past several years, but our marketing activities have been limited primarily to the West and East coasts. As a new promotional initiative coinciding with the 45th anniversary of the launch of Gundam model kits, we are planning the Gundam Base Mobile Tour across 12 locations in 12 U.S. states. This mobile exhibition and sales event is designed to give more fans in North America the opportunity to experience THE GUNDAM BASE, our official all-in-one facility dedicated to Gundam model kits.
Furthermore, in the Chinese market, Gundam’s level of recognition is relatively high in urban areas, centered on coastal regions, and the scale of our business in the market is gradually expanding. In this market, we have established seven THE GUNDAM BASE facilities in major cities as of March 31, 2025, and during the period of the current Mid-term Plan, we aim to nearly triple the number of locations, to around 20 facilities, including in inland regions. Looking ahead, we will continue to draw on the considerable strengths of both in-house and external collaborations with a view to accelerating the ongoing worldwide expansion of Gundam. To that end, we will engage in comprehensive marketing activities that give consideration to local cultures and preferences so that we can strategically roll out visual works, products, and services desired in each region. By doing so, we will push ahead with efforts to increase our contact points with fans and grow our global fan base.

Bolstering Production Capacity to Meet Growing Global Demand

However, we continue to face issues in terms of increasing our production capacity for Gundam model kits. Through the simultaneous global release of visual works and products, we expect demand for Gundam model kits to continue to expand going forward. We plan to address the abovementioned issues not via short-term efforts but rather through a medium- to long-term approach that focuses on both marketing and production capacity.
In January 2025, we completed the construction of the BANDAI HOBBY CENTER PLAMO DESIGN INDUSTRIAL INSTITUTE (BHCPDII), a new factory of Gundam model kit production facility, the Bandai Hobby Center, and commenced operations at the factory in July 2025. Moving forward, we will ramp up the installation of production equipment within the factory for commencing full-scale, high-quality production operations around summer 2026. Once full-scale operations begin, we expect to increase overall model kit production capacity by approximately 35% compared with FY2024.3, due in part to strengthened production capabilities through collaboration with Group companies and business partners. In addition, the BHCPDII will maintain the high “hobby center quality” that we have cultivated over many years. At the same time, it will greatly bolster our production capacity through enhanced efficiency. For example, we will build a highly efficient production structure through a factory design that focuses on labor-savings and automation.
Within the BHCPDII, we have also established a museum where visitors can learn about craftsmanship through the theme of model kits. With the goal of inspiring children to take an interest in manufacturing through the BHCPDII and consider a future career in the industry, we are working to strengthen the factory’s branding as a venue that showcases our dedication to craftsmanship. In this way, we will develop the BHCPDII under a new concept that combines a hands-on museum and a cutting-edge factory.

Aiming to Establish Gundam as an IP for the Next Century

In the Gundam series, each work has its own set of mobile suits and characters who serve as protagonists. For this reason, over the 45-year history of the series, fans around the world have had different “first Gundam” experiences—each shaped by their era, country, or region. The large number of works, each with their own distinct worldview, is what has given the Gundam IP such depth and dimension and is the reason why the IP has long been loved by fans.
Going forward, we will continue to energize the series by releasing visual works while launching products and services that span a broad range of categories. Of course, doing so entails bolstering the global recognition of Gundam to an extent greater than ever before. Therefore, we will place emphasis on collaborating with external partners in various ways to continue to bring out the appeal of Gundam. We are currently working on a wide range of ideas for the upcoming 50th anniversary, and we intend to announce several of these ideas in the near future. As I mentioned before, I strongly believe that the 50th anniversary is not an end goal but a waypoint on our journey toward making Gundam an IP that will be loved for the next century and beyond. Accordingly, we will continue to make every effort to maximize the value of the Gundam IP as we approach its 50th anniversary in 2029.

What Purpose Means to Me

Our fans are not simply people who buy and enjoy our products and services. Rather, we consider everyone involved with our products—consumers, employees, business partners, and members of local communities—as part of our fan base. What we value most is ensuring that everyone can share in the fun and joy we aim to create. The happiness and satisfaction of our diverse stakeholders ultimately contributes to our growth as a company.