Capsule toys, once known as "cheap toys that delight children," have transformed into sophisticated and diverse collectibles that captivate people of all ages. You can now find them everywhere from shopping malls to department stores, and even in station complexes. Leading this transformation is Bandai, which launched the Flat Gashapon—a line that defies the traditional notion of spherical capsules—in 2022. These new capsules contain A4-sized flat products like coasters and clear files printed with character and idol designs, which are gaining popularity for their practicality. How far can Gashapon evolve? We talked to Bandai to learn more about the current trends and future outlook of the capsule toy market.

PROFILE

Tatsushi Igarashi, Bandai Co., Ltd., Vending Business Development Team

With a desire since high school to make fun things his career, Igarashi joined Bandai after university, having gained experience working part-time at a toy store. Since 2016, he has worked in the Vending Business Department on infrastructure development for all Gashapon, including Premium Gashapon, Flat Gashapon, and Gashapon Online.

Summary of this article

- Specialized shops such as "Gashapon Bandai Official Shop" have increased rapidly, evolving not only the product offerings but also the vending machines.
- Collaborations with everyday products have expanded Gashapon into official merchandise.
- With various creative ideas, the industry continues to expand its possibilities.

The "5th Boom" and Its Spark: Specialized Capsule Toy Stores

Put in a coin, turn the handle, and out pops a round capsule containing a toy—that's the conventional image of a capsule toy. But with the 2022 introduction of Flat Gashapon, that perception changed. Turn the handle, and out from the top slot comes a flat item such as a clear file or hand fan. Igarashi explains the inspiration behind the creation of Flat Gashapon:

"Recently, the capsule toy market has experienced a boom, with a growing diversity of customers. We wanted to deliver excitement to an even broader audience by expanding our product range. In this context, we started developing new and intriguing items that fit into the existing vending machine but added a unique twist for customers." (Igarashi)

The current trend in the capsule toy industry is referred to as the "5th Boom." This surge in popularity can be attributed to the proliferation of specialized capsule toy stores. In 2020, Bandai Namco Amusement, a group company, opened "Gashapon Department Store" in Yokohama World Porters, followed by the 2021 launch of "Gashapon Bandai Official Shop," which exclusively features Gashapon—Bandai's original capsule toy brand. These stores have since expanded nationwide.

"Previously, Gashapon purchases were often impulsive, bought when people happened to come across a vending machine. But now, with specialized stores, more people visit specifically for Gashapon. This has broadened the customer base and contributed to the rise in popularity. The continuous introduction of new products every week also helps maintain excitement."

Communities Formed Through SNS... Expanding Collaboration with Beloved Characters and Daily Goods

The 5th Boom has been characterized by an explosion in product variety. Starting with "Kin-Keshi" in 1983, which triggered the 1st Boom, the company continued to lead with character-themed products, such as the 1994 "HG Series Ultraman" that featured full-color and meticulously detailed figures, sparking the 2nd Boom. More recently, the company has been releasing over 100 products per month.

"Among our products, the 'Mejirushi Accessories' series—markers that can be attached to umbrellas or water bottles—are particularly popular across a wide demographic, while the 'Ikimono Daizukan' series, which realistically recreates animals, is well-loved by adults, especially men. Nostalgic items like Heisei Retro products and miniatures of everyday objects are also trending. In the Flat Gashapon line, rubber coasters are particularly popular due to their practical use."

Another distinctive aspect of the 5th Boom is the synergy with "oshi activities"—fans supporting their favorite characters or idols. Flat Gashapon's rubber coasters have featured characters like Sanrio and Chiikawa, bringing joy to fans. The company also released clear files featuring real photos of K-pop groups and the Japanese men's volleyball team, as well as fans designed with illustrations of popular anime and idols. These "official goods" are generating buzz among fans on SNS.

"This trend applies to all capsule toys—more and more people are sharing the items they purchased on SNS, spreading interest through word of mouth. Especially with K-pop idols and character Gashapon, people often post their draws and find others on SNS to exchange items, creating a community of fans. The fact that these toys are now a way for fans to interact was something we didn't expect."

The company has also launched the "Hashtag Attach" series, featuring rubber straps adorned with "oshi words" like "divine" or "my beloved oshi." These goods have become a popular way for fans to personalize their belongings and enhance their support.

"90mm Capsules," Cashless Payments, and More... The Expanding Potential of Capsule Toys

"We strive to capture trends and customer needs early on to offer products across all channels," says Igarashi. The key focus is on "delivering what customers want, enhancing the excitement and thrill of not knowing what might come out, and ensuring the quality surprises customers when they open the capsule."

The Flat Gashapon embodies these sentiments, and in August, the company launched the extra-large 90mm Capsule Series, which breaks conventional size limits and delivers impressive, detailed figures that have been well received.

In 2021, the company introduced the Premium Gashapon, which allows for product prices up to 2,500 yen using up to five 100-yen coins or four 500-yen coins. In 2019, the company also launched Smart Gashapon, enabling cashless payments through transportation cards and QR codes. In 2022, the Gashapon Station W was released, which accommodates both cash and cashless payments.

"With various innovations, Gashapon has expanded its market. We expect the number of specialized stores to increase, indicating that this boom is not just temporary but still has room for growth," says Igarashi. International Gashapon specialty stores are also seeing strong responses, leading Igarashi to confidently add, "I think Gashapon will continue to expand worldwide."

The allure of not knowing what you will get has remained unchanged since Gashapon first captured children's hearts, while the quality has far exceeded expectations, with unique product lineups always surprising users. Gashapon's relentless evolution shows no sign of stopping.

Interview and text by Itsuko Kawakami.

Source : ORICON NEWS