D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Get in touch with us nowBandai Namco’s toys and IPs
Although Bandai Namco produces various kinds of products, the company’s largest product segments by far are the digital entertainment unit, which creates mobile apps and home video games, and the toys & hobby entertainment business unit. From Gachapon and Tamagotchi’s to collectibles and action figures, the Japanese powerhouse makes many kinds of physical items for young consumers to enjoy. In the financial year ended March 31, 2023, the toys and hobby business unit made nearly 450 billion Japanese yen (nearly 3.4 billion U.S. dollars) of net sales, a considerable increase compared to the previous fiscal year.Much of this toy (and video game) revenue is made through the sale of licensed goods from well-known anime franchises, including but not limited to, Digimon, Dragon Ball, and One Piece. In the previous fiscal year, Bandai Namco actually generated some 102 billion Japanese yen (about 770 million U.S. dollars) from their long-running in-house IP known as Mobile Suit Gundam, making it the company’s second-most valuable brand, after Dragon Ball.
Bandai Namco’s video games
Almost as large as the toy segment, is the company’s video game division. In the twelve months between March 2022 and March 2023, Bandai Namco sold a total of approximately 48 million video game units, a decline compared to the previous financial year, but still a good year for the division and the Group in general. In addition to the licensed anime products mentioned earlier, some of the most notable names under Bandai Namco’s belt include renowned titles, such as Tekken, Pac-Man, and Dark Souls. Last year, the company published Elden Ring, which was developed by FromSoftware in partnership with Games of Thrones author George R. R. Martin. The title was very well received and sold over 20 million copies worldwide as of March 2023.
