Figures, Merch and Gachapon Prices — 2026-10-20
This week saw a mix of new figure announcements, a notable shift in the secondary market for anime merchandise, and continued rapid growth in Japan's capsule toy sector. Bandai launched a new Gundam model kit, while Good Smile Company announced its October shipping schedule. Meanwhile, Chinese media reported a significant crash in the resale prices of "guzi" (anime merchandise) badges, contrasting with the steady rise of gachapon machine installations in Japan.
Figures, Merch and Gachapon Prices — 2026-10-20
Top developments
Bandai Launches G Frame FA 11 Preorders
Bandai opened preorders for the "Mobile Suit Gundam G Frame FA 11" on October 20 at 13:00 JST. This launch follows the company's recent trend of releasing new model kits and food toys, maintaining strong engagement with collectors. The specific pricing for this item was not detailed in the immediate announcement, but it aligns with Bandai's strategy of frequent, targeted releases to sustain demand.
Good Smile Company Announces October Shipping
Good Smile Company officially announced its shipping schedule for October 2026 on October 15. This update provides collectors with concrete dates for the arrival of preordered figures, a critical factor for managing expectations in a market where delays are common. The announcement highlights the company's ongoing product pipeline, which includes various Nendoroids and scale figures.
Sanrio "Teeth" Gachapon Series Debuts
A new gachapon series featuring Sanrio characters transformed into "teeth" or dental forms launched in mid-October. The lineup includes popular characters like Hello Kitty and Tuxedo Sam rendered in silver-tooth aesthetics. This quirky product line reflects the enduring popularity of Sanrio IP in the capsule toy market, where novelty and cuteness drive sales.
Bandai Namco Hobby Division Reports Strong Income
Bandai Namco’s Hobby Division reported JPY 45 billion in operating income for 2025, driven largely by Gundam and other collectible kits. This financial performance underscores the robust health of the model kit and figure market, with pricing for collectibles ranging from $20 for prize figures to over $300 for limited edition scales.
Local view
Chinese Media Reports "Guzi" Price Crash
Chinese consumer platform Smzdm reported a significant crash in the secondary market for "guzi" (anime merchandise badges and items). The report highlighted that badges once sold for as high as 72,000 yuan are now being sold for as low as 5 yuan per jin (approx. 0.5 kg). This dramatic deflation is attributed to a combination of reduced hype and an oversupply of items, with some stores closing or liquidating stock at steep discounts.
Context & numbers
Gachapon Market Growth and Expansion
Japan’s capsule toy market continues to expand rapidly. As of January 2026, the number of specialty capsule toy stores nationwide exceeded 900, an increase of over 200 stores in just one year. This growth is driven by a market size that has doubled in three years, with a projected CAGR of 13.9% in some regions. The average price point for these toys remains low at 300-400 yen ($2-$3), making them accessible to a broad consumer base.
Resale Premiums Remain High for Limited Editions
Despite the crash in "guzi" badges in China, resale premiums for limited edition figures remain high globally. Collectors are willing to pay 200-300% above retail for limited editions, driven by exclusivity. However, industry analysts warn that buying solely for resale is speculation, and large production runs (e.g., 999-piece editions) may take time to find their market value.
On the radar
- Wonder Festival 2026 Shanghai Recap: Analysis of new figure reveals from the October 3-4 event, including Like a Dragon, Blue Archive, and Hatsune Miku Nendoroids, continues to circulate in hobby media.
- Bandai Hobby Schedule: Upcoming releases include the "30MS SIS-F01 Dirumia [Color B]" on October 31, priced at 3,960 yen (including tax).
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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