Toy Companies Leverage Anime's Popularity to Engage Diverse Audiences

The rising global popularity of anime has prompted toy companies to adopt various strategies to engage diverse demographics, from dedicated enthusiasts to casual fans. Key approaches include:

1. Catering to Dedicated Collectors

• High-End Collectibles: Companies like Bandai offer detailed figures and limited-edition plush toys, appealing to discerning collectors. The Tamashii Nations flagship store in Times Square exemplifies this trend, providing exclusive merchandise for anime enthusiasts.

   

• Exclusive Designer Plush: Yume Toys introduces limited-edition plush characters from popular series like "Spy x Family," targeting adult collectors seeking premium-quality items.

• Functional Collectibles: Exg Pro offers products like the "One Piece Luffy Cable Guy," serving as both a phone or game controller holder and a decorative piece, allowing fans to incorporate anime-themed elements into daily life.

2. Engaging Casual Fans

• Blind Bags and Gachapon: Bandai's growth in its Gashapon blind bag business indicates the appeal of these collectible figures among a broader audience. The lower price point and element of surprise make them accessible to casual fans, especially younger demographics.

   

• Affordable Plushies: Companies like C.L. Moshi Moshi offer a range of affordable plushies featuring popular anime characters, catering to children and teenagers drawn to the cute designs of their favorite characters.

• Crossover Partnerships and Licensing: Toy companies actively seek licensing agreements with popular anime franchises to create diverse merchandise. For example, Mattel partnered with MGM Studios to create dolls and collector sets inspired by the series "Wednesday," leveraging the show's popularity to attract fans of both brands.

• Anime-Based Games: Developing board and strategy games based on popular anime series, such as "Spy x Family" and "Hunter x Hunter," attracts both anime fans and tabletop gaming enthusiasts by blending fandom with strategic gameplay.

3. Leveraging Accessibility and Fandom Culture

• Streaming Services: The increased accessibility of anime through platforms like Netflix, Crunchyroll, and Funimation has contributed to its mainstream popularity. Toy companies leverage this by creating products that resonate with both new and long-time fans.

   

• Fandom Engagement: Recognizing the passionate anime fan community active in conventions, online forums, and social media, toy companies create products that cater to specific fandoms, incorporating iconic imagery and characters into their designs.

• Marketing and Promotion: Collaborations between toy companies and entertainment franchises often involve cross-promotional activities, leveraging the existing fan bases of both brands to expand reach and visibility.

By employing these strategies, toy companies effectively leverage the growing popularity of anime to attract a broader audience and expand their market reach, offering a diverse range of products from high-end collectibles to affordable plush toys and engaging games.