Figures, Merch and Gachapon Prices — 2026-10-23
Bandai has aggressively cut prices on over 40 assembly model kits in China, triggering a resale market crash as scalpers face significant losses. In Japan, a new joint venture between Good Smile Company and Toho has launched the "Puchigecki" figure series, while DMM delayed a major lottery sale for Bandai Spirits reentry products due to maintenance issues. Meanwhile, the gachapon market continues its rapid expansion, with specialty store counts in Japan rising by over 200 in the last year.
Figures, Merch and Gachapon Prices — 2026-10-23
Top developments
Bandai’s Price Cuts Trigger Resale Market Crash in China
In a move described as "stabbing the back of the海景房 (sea-view house) scalpers," Bandai lowered prices on non-limited assembly model kits across official channels in late September, with further re-release price drops hitting the market in mid-October. A Bilibili blogger observed that 44 different assembly models dropped in price within a single week, causing significant financial losses for those who had bought stockpiles for resale. This aggressive pricing strategy aims to stabilize the secondary market and make models more accessible to genuine hobbyists ahead of major sales events like Double 11.
Good Smile and Toho Launch "Puchigecki" Deformed Figure Series
Good Smile Company and Toho have established a new joint venture, To-Smile, to release a new line of deformed figures called "Puchigecki." The first series is scheduled for release on December 11, 2026, at cinemas nationwide in Japan. Each figure is priced at ¥2,200 (tax included), featuring a character height of approximately 9cm and a chair height of 7cm. Pre-orders are currently available through the Good Smile Company official shop and TOHO cinema stores.
DMM Delays Bandai Spirits Reentry Lottery Sale
Hobby Watch reported that DMM Sales announced the postponement of a lottery sale for Bandai Spirits reentry products, which was scheduled for October 22, 2026. The delay was attributed to temporary maintenance being conducted on the platform that day. This disruption highlights the logistical challenges faced by retailers when managing high-demand reentry lots, where lottery systems are often used to combat scalping.
Akihabara Hobby Fair Showcases NIKKE and Azur Lane Figures
On October 18, 2026, a hobby event in Akihabara featured displays of figures from popular mobile games including NIKKE, Azur Lane, and Uma Musume. The event drew attention for its bold costume designs, particularly for characters from NIKKE, reflecting the trend of high-impact visual marketing in the scale figure market. These displays serve as key previews for upcoming pre-order windows, influencing collector demand and resale expectations for the coming months.
Local view
China (Smzdm): The Chinese collector community is actively discussing the impact of Bandai’s price reductions on the secondary market. Platforms like Smzdm feature detailed analyses of how official price cuts are undermining the profit margins of professional scalpers ("sea-view house" holders). The consensus among local hobbyists is that these moves, combined with the chaos of Double 11 pre-sales (where items often sell out instantly or revert to original prices at checkout), require buyers to carefully track price ladders and refund policies before committing to large purchases.
Japan (Hobby Watch & Mediamixi): Japanese hobby media is focusing on new business ventures and logistical issues. Mediamixi highlighted the strategic partnership between Good Smile and Toho as a new avenue for movie-related merchandise. Meanwhile, Hobby Watch reported on the operational delays at DMM, noting that temporary maintenance forced the postponement of a high-profile lottery for Bandai reentry kits, affecting thousands of applicants who had prepared for the sale.
Context & numbers
- Gachapon Store Growth: As of January 2026, there were more than 900 specialty capsule toy stores in Japan, an increase of over 200 stores in just one year. This expansion is a key driver in the gachapon market, which is valued at approximately ¥196 billion.
- Figure Price Range: General market data indicates that anime figures range from approximately US$2 for a single gashapon capsule to over US$300 for large painted scale figures. Limited edition resale premiums can reach 200-300%.
- Price Cuts: In China, 44 assembly model kits saw price reductions within a single week in mid-October 2026 due to Bandai’s official channel adjustments.
On the radar
- December 11, 2026: Release date for the first "Puchigecki" figures by To-Smile (Good Smile/Toho) in Japanese cinemas.
- May 2027: Scheduled release for the Transformers Masterpiece MPG "Twin Cast & Rewind" figure, as announced by Hobby Watch.
- July 2027: Release date for the Gakuen Idolmaster figure "Kotone Fujita: Rainy Iris Special Training Ver.".
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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