Sticking it to the fan

Jack Sturman, Collector & Hobby channel brand manager at Bandai - a leader in the Action Figures category – tells Toy World readers what (and who) is driving sales, what kinds of licences are coming to the forefront, and how the company works with retailers to ensure success across its entire portfolio.

How much does the success of your Action Figure ranges hinge upon game, film and TV licences? Is there a particular area into which licensing is moving?

Overall, the Action Figures category is almost completely reliant on licences from Game, TV and films: roughly 80% of the total market stems from licensed product. At Bandai, this figure jumps to 100%. We focus all our efforts here on licensed properties, both for the younger action figure consumer and the Kidult collector. A licence has the benefit of content awareness and marketing, which we use to build the fanbase for the Action Figures we create.

Overall, the Action Figures category is almost completely reliant on licences from Game, TV and films: roughly 80% of the total market stems from licensed product. At Bandai, this figure jumps to 100%. We focus all our efforts here on licensed properties, both for the younger action figure consumer and the Kidult collector. A licence has the benefit of content awareness and marketing, which we use to build the fanbase for the Action Figures we create.

We’re seeing an interesting shift in the market toward Gaming IPs. New and classic properties alike, such as Sonic, Crash Bandicoot, Fall Guys and Animal Crossing, are coming to the forefront, while TV and Movie properties are dropping off a little compared to previous years.

Are Kidults still driving sales of higher-end, collector-quality figures?

The Kidult demographic is a core component of the UK collectibles landscape and doesn’t really have an upper ceiling from an age perspective, so yes, it's still the driving demographic in this space. 20-somethings will have often grown up with IP that at the time was brand-new, Pokémon or Yu-Gi-Oh, for example - and those IPs are still going strong today. What this means is that Kidults have a built-in relationship with these properties. Combined with financial independence, this encourages large-scale consumption of a variety of collectibles, from trading cards to action figures and statues, plus so much more.

What are Kidults and kids alike seeking from their action figures? How do your products cater to those needs?

They’re looking for Action Figures based on their favourite characters and properties. Their age, taste and budget will define their desire for articulation points, paint decos and presentation. Action Figures are at the heart of Bandai’s success and so we know that a love of Action Figures starts off at a very young age. Pre-schoolers start by playing with their Milo and True figures, for example, while at school age, properties such as Sonic, Crash Bandicoot and Dragon Ball tie in with what kids are seeing at the cinema, on their gaming consoles and on TV.

Moving to Kidults, Bandai has a huge variety of brands and products to suit all consumers, be they a new collector or a seasoned veteran. Our core range of Bandai 5” and 6” Anime Action Figures cater to the collectors who are just starting to explore the world of Anime and includes properties such as Naruto, Demon Slayer, Jujutsu Kaisen, and One Piece. Minix, Stranger Things capsules and Chibi Masters all offer a collectible opportunity with a lower price point, while Banpresto, Megahouse and Ichibansho offer technically impressive figures that leverage the latest in technology, with price points expanding all the way up to multiple hundreds of pounds.

Then the McFarlane Toys range caters to the more traditional ‘comic’ inspired collector. The DC Multiverse range of action figures is designed for the 20-something Kidult looking to add as many DC characters to their collection as possible, from the niche, cult property right up to big screen events such as this summer’s The Flash from Warner Bros.

Our strategy at Bandai is to create Action Figures that appeal to all age groups: young fans will ultimately grow up to become Collector fans that will hopefully buy our Kidult ranges, so we like to start them on the Bandai journey as soon as we can.

What do your latest Action Figures launches offer retailers from a commercial perspective? And how are you supporting your retail partners this year?

We’re very proud of our position as a market leader in the Action Figure space. Our strength in the category is down to our close, long-term relationships with licensors and demonstrable experience in all manner of licensed media formats, from games and amusements to trading cards and what we call ‘collectibles’.

Our current Action Figure range is split into several categories, each with its own offering for our retail partners. We are working with our customers to tailor our offering, ensuring it has the right mix of products for our partners’ consumers and focusing on the price points and licences which work best for them. We also hope to add value to our relationships with buyers by guiding them, especially within the kidult and collector area, which can be difficult to navigate for newcomers.

Our ranges will be supported with investment in POS, social media assets and digital advertising to build awareness and growth.