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The History of Good Smile Company | The Journey That Changed the Figure Industry

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The History of Good Smile Company | The Journey That Changed the Figure Industry

Good Smile Company's History | The Trajectory That Changed the Figure Industry

Since its establishment in 2001, Good Smile Company has created innovative products such as Nendoroid and Figma, bringing significant transformation to the figure industry. In just over 20 years, the company has grown from a small startup to a global figure manufacturer, and its journey is also noted as a success story in Japan's pop culture industry.

This article will detail the trajectory of Good Smile Company from its founding to the present in chronological order. It covers the founder's thoughts, the birth stories of groundbreaking products, strategies for global expansion, and future prospects, allowing readers to understand the evolution of figure culture through the company's journey.

Established in 2001: The Founding Story That Brought a New Breeze to the Figure Industry

The history of Good Smile Company began in May 2001, when founder Takahiro Aki opened the curtain. At that time, the figure industry was dominated by major manufacturers, making it difficult for new entrants. However, Aki had a strong desire from the perspective of figure fans to "create more refined products" and established Good Smile Company in Chiyoda, Tokyo.

Initially, the company had only a few employees, but Aki's vision was clear: to deliver high-quality figures that fans truly wanted. This philosophy has been the foundation of the company's product development to this day.

The Thoughts and Vision of Founder Takahiro Aki

Takahiro Aki was an enthusiastic anime and game fan, as well as a figure collector. His decision to start a business stemmed from dissatisfaction with the figure market at the time. He felt that "there are few figures of the characters that fans truly want" and "there is a lack of products that focus on quality."

Aki's vision was not just to sell products but to engage in product development that emphasized dialogue with fans. By listening to user feedback and delivering products meticulously crafted down to the details, this approach became the cornerstone of Good Smile Company's later success. From the beginning, he maintained a "fan-first" spirit, aiming to bring a new breeze to the industry.

Additionally, Aki focused not only on product quality but also on creating opportunities for communication with fans. This mindset led to deep involvement with later events like "Wonder Festival" and the hosting of company events.

Early Business Development and Turning Points

In the early days of Good Smile Company, the business primarily involved planning and manufacturing character figures from anime and games. The first products were mainly manufactured through outsourcing, focusing on quality control and planning. Notable early products included character figures from visual novel works such as Tsukihime and Fate/stay night.

The first few years after founding were a continuous process of trial and error. The company faced many challenges, such as adjusting quality standards with manufacturing partners, establishing sales channels, and building trust with rights holders. However, these experiences helped accumulate the company's product development know-how.

The turning point was the successful licensing agreements with popular content such as TYPE-MOON works. This allowed us to gain a passionate fan base and increase our recognition as a company. Additionally, the commitment to faithfully reproducing original works and the quality control attitude cultivated during this period became the foundation for the later development of Nendoroid and figma. Then, in 2006, a product was born that would significantly change the company's history.

2006: The Birth of "Nendoroid": A Revolution in Deformed Figures

In 2006, Good Smile Company announced a new product, Nendoroid, that would revolutionize the figure industry. This deformed figure series, standing approximately 10cm tall, quickly gained popularity with its cute design, high mobility, and a wealth of expression parts that had never been seen before.

The features of Nendoroid included character designs deformed to about 2 to 3 heads tall, interchangeable expression parts, a joint structure that allowed for various poses, and an affordable price point. This exquisite balance created a new collector demographic that had not existed in the traditional figure market.

From its initial release, Nendoroid received high praise and subsequently expanded its series, growing into the company's flagship product with a lineup of over 2,000 types today. Behind this success was meticulous market analysis and trial-and-error in product development.

The Story That Began with Nendoroid No. 1 "Neko Arc"

The commemorative first Nendoroid was "Neko Arc" from TYPE-MOON's work MELTY BLOOD. Its release in February 2006 marked a moment that would create a new standard in the deformed figure market.

The reason Neko Arc was chosen as the first figure was due to its originally deformed character design and the existence of a passionate collector base among TYPE-MOON fans. The development team was thoroughly committed to balancing "cuteness" and "mobility," going through multiple prototypes.

Particularly focused on was the reproducibility of expressions. The mechanism allowing for the exchange of multiple expression parts enabled various emotional expressions of the character. Additionally, the structure allowing for free posing through joints in the neck, arms, and legs was an innovative element not found in traditional deformed figures. Priced affordably at around 3,000 yen, it became a product that many fans could easily pick up. The success of the first figure opened the way for the continued development of the Nendoroid series.

The Social Phenomenon Triggered by Hatsune Miku Nendoroid

In the history of the Nendoroid series, the most significant turning point was the release of "Nendoroid Hatsune Miku" in March 2008. At that time, Vocaloid culture was rapidly spreading, and the Hatsune Miku Nendoroid became an explosive hit product.

Even before its release, pre-orders were overwhelming, and the popularity continued post-launch, leading to a shortage of stock. On video sites like Nico Nico Douga, stop-motion videos using Nendoroid figures were posted one after another, beautifully merging with the fan-driven culture of secondary creations. This success made Nendoroid a product recognized not only by a niche group of figure fans but by a broader audience.

The success factors for the Hatsune Miku Nendoroid lay in its perfect timing and compatibility with Vocaloid culture. The Vocaloid culture, where users themselves become creators, paired excellently with Nendoroid, which allowed for playful pose changes. Following this success, Good Smile Company rapidly expanded Nendoroids of Vocaloid characters, significantly increasing the series' recognition.

How Nendoroid Changed the Common Sense of the Figure Market

The introduction of Nendoroid brought multiple transformations to the figure market. First, it established a new genre of deformed figures. Until then, deformed figures were perceived as inexpensive products aimed at children, but Nendoroid achieved a quality and price range that satisfied adult collectors.

Next, there is the high collectability. Even with the same character, the development of variations in different costumes and expressions provided enjoyment in collecting the series. This strategy created motivation for a single fan to purchase multiple Nendoroids, leading to an expansion of the market size.

Moreover, it changed the relationship with character IPs. For production committees of anime and games, the Nendoroidization became one of the indicators to measure the popularity of a work, positioning it as an important element of media mix strategies. Furthermore, with its affordable pricing, it lowered the barriers to figure collecting and successfully developed a new fan base. Nendoroid has become not just a product, but a presence that changes figure culture itself.

2008 "figma" Debut: A New Standard for Action Figures

Following the success of Nendoroid, Good Smile Company announced its new flagship product, the figma series, in 2008. The figma, an action figure approximately 13-15cm tall, was developed under the concept of "balancing beautiful proportions and high mobility," setting a new standard in the action figure market.

The biggest feature of figma is its uniquely developed joint system. Traditional action figures faced the challenge that increasing mobility would compromise visual proportions, or maintaining beautiful proportions would limit the range of motion. figma resolved this contradiction through technological innovation, achieving figures that look beautiful from any angle and can take dynamic poses.

The price range was set at 4,000 to 5,000 yen, maintaining an accessible price while ensuring high quality. This strategy allowed figma to gain broad support from its launch, growing into a flagship product alongside Nendoroid.

Background and Technical Challenges of figma Development

The impetus for figma's development was a strategic decision to establish a product line with different appeal from Nendoroid. It was analyzed that there was a demand for figures that could freely pose while faithfully reproducing the original proportions, in contrast to the deformed Nendoroid.

The biggest technical challenge in development was the design of the joints. Good Smile Company's development team repeatedly created prototypes and completed the unique "figma joint" system. This joint successfully balanced a wide range of motion, high holding power, and visual beauty at a high level.

Particularly groundbreaking was the design of joints hidden under clothing. To ensure mobility without compromising the costume's sculpt, meticulous attention was paid to the shape and placement of joint parts. Additionally, the expression part exchange system utilized the experience from Nendoroid while adopting a method more suitable for realistic scales. This accumulation of technical advancements set figma apart from other companies' products.

The memorable first figma in the series was Konata Izumi and Kagami Hiiragi from Lucky Star, released in 2008. By choosing characters from a work that was at the height of its popularity at the time, it garnered significant attention immediately after its release. The high mobility that allowed for natural poses while precisely reproducing the high school girl characters' uniforms was highly praised.

The initial lineup included characters from popular anime works such as The Melancholy of Haruhi Suzumiya and K-On!. These successes established figma's position as the definitive action figure for popular anime characters.

After that, the genres of works greatly expanded. Not only school-themed works but also action works, game adaptations, and even characters from special effects heroes and Hollywood movies began to be developed. In particular, in works with many battle scenes such as the 'Fate' series and 'Attack on Titan', the high mobility of figma was fully utilized, and powerful posing photos by fans became a hot topic on social media. Currently, it boasts a lineup of 'over 1,000 types', growing into a comprehensive action figure brand that covers a wide range of genres.

Nendoroid and Figma's Dual Pillar Strategy

The key to Good Smile Company's success has been the "dual pillar strategy" of developing two product lines with different characteristics: Nendoroid and figma. This strategy has successfully captured fan bases with different needs simultaneously.

Nendoroid appeals to those who prioritize cuteness and collectibility, while figma appeals to those who value original reproduction and pose play. By developing the same character in both series, it provides options tailored to fans' preferences. In fact, there are many collectors who collect both series in parallel.

Additionally, there is an aspect of risk diversification in product development. Even if one series struggles due to market changes, the other can support stable sales. Furthermore, the technologies and know-how cultivated in both series are mutually beneficial, leading to continuous quality improvement. This dual pillar strategy has been a driving force in elevating Good Smile Company to a top-class figure manufacturer in the industry.

Global Expansion: Strategies to Captivate Figure Fans Worldwide

With the success of Nendoroid and figma, Good Smile Company established its position in the domestic market and began full-scale global expansion in the '2010s'. As Japanese anime and manga culture gained popularity worldwide, the company's products also received high praise from overseas fans.

The characteristic of overseas expansion is not simple export but establishing local bases and developing strategies tailored to the market characteristics of each region. They built sales networks in the United States, Europe, and various Asian countries, advancing participation in local anime events and establishing distribution channels.

They also actively pursued licensing for overseas markets. Collaborations with popular Western IPs such as 'Disney' and 'Marvel' successfully reached audiences beyond Japanese anime fans. Through this strategic global expansion, Good Smile Company has grown into a truly international figure manufacturer.

Expansion into America, Europe, and Asia

Good Smile Company's overseas expansion began with the American market. Starting with participation in North America's largest anime event, 'Anime Expo', they advanced partnerships with local distributors. In '2013', they established 'Good Smile Company US' in California, marking the start of serious business development in the North American market.

In the European market, they focused on countries like France and Germany, where anime and manga culture is deeply rooted. They increased brand recognition through participation in large-scale events such as 'Japan Expo' held in Paris. They built sales strategies tailored to European distribution conditions and established cooperative relationships with local specialty stores and online shops.

In the Asian region, they expanded into countries such as 'China, Taiwan, Hong Kong, South Korea, and Southeast Asia'. The Chinese market, in particular, has shown remarkable growth, with sales bases established in major cities like Shanghai and Beijing. By considering the languages and cultural backgrounds of each region in product development and marketing, they established their position as a global brand. They also actively sold limited items at local events, contributing to the formation of fan communities in each region.

Successful Collaboration Cases with Overseas Licensed Works

A significant turning point in Good Smile Company's global strategy was the licensing agreements with popular overseas IPs. Since the mid-2010s, collaborations with global entertainment companies such as Disney, Marvel, and DC Comics were realized.

Particularly noteworthy was the Nendoroidization of characters from the Marvel Cinematic Universe (MCU). Popular heroes like Iron Man, Captain America, and Spider-Man appeared in the deformed style of Nendoroids, which helped the Nendoroid brand penetrate audiences beyond Japanese anime fans.

The figma line of Disney characters has also achieved success. Characters popular across a wide age range, such as Woody and Buzz Lightyear from Toy Story and characters from the Kingdom Hearts series, have been turned into high-quality figures. Through these collaborations with overseas IPs, Good Smile Company has successfully expanded its image from being "specialized in Japanese anime" to a company that handles "global pop culture as a whole."

Establishment of Good Smile Company USA and Overseas Wonder Festival

The establishment of Good Smile Company USA (GSC US) in 2013 was an important milestone in the company's global expansion. Based in California, GSC US oversees product distribution, customer support, and event participation in the North American market. Having a local subsidiary has enabled rapid market response and brought the company closer to its customers.

Even more groundbreaking was the overseas expansion of the figure event Wonder Festival, which has been held in Japan for many years. In 2016, Wonder Festival Shanghai was held in Shanghai, achieving great success. This event not only featured new product announcements and limited sales but also showcased works from individual creators, becoming an important opportunity to convey Japanese figure culture overseas. Hosting events abroad can be seen as a symbolic effort in Good Smile Company's global brand strategy.

Diversification of Business: Evolving into a Comprehensive Entertainment Company Beyond Figures

Entering the late 2010s, Good Smile Company accelerated its business development beyond just figure manufacturing and sales. It ventured into various fields of the entertainment industry, including cafe operations, anime production, game business, and physical store expansion.

The background of this diversification strategy is to strengthen the business foundation by engaging not only with the product of figures but with the entire character culture. Additionally, the synergy effects between different businesses enhance the value of the figure business itself. For example, the figureization of anime works the company is involved in deepens connections with fans.

Real-life experience-based businesses like cafes and events create customer touchpoints that differ from the online sales-dominated figure business. Through this multifaceted approach, Good Smile Company has evolved from merely a figure manufacturer to a comprehensive entertainment company.

Good Smile Cafe: Challenge to Experience-Based Business

The Good Smile × Animate Cafe (commonly known as Good Smile Cafe) operated by Good Smile Company is a limited-time cafe that collaborates with popular anime and game works. Since its first opening in 2012, it has been developed in various locations across the country, primarily in Akihabara, and has gained popularity as a place where fans can experience the world of their favorite works.

At the cafe, we provide fans with a special experience through original menus and merchandise themed around the works, as well as interior decorations. Visitors can enjoy their meals while interacting with other fans who love the same works. Additionally, cafe-exclusive merchandise, coasters, and placemats are popular, creating value as collector's items.

This experiential business is not just about selling "things" like figures, but has succeeded as a new revenue model that offers "experiences" and "memories." There is also a synergistic effect where fans who have engaged with the works at the cafe go on to purchase figures, realizing synergy between businesses.

Entry into Anime Production and Game Business

Good Smile Company is actively involved in anime production as well. They are developing strategies to engage from upstream content through participation in production committees and animation production via group companies. By turning characters from works they are involved in into figures, they can achieve optimal product development from the planning stage.

In the game business, they have entered the development and operation of smartphone game apps. By turning their popular figure series into games or collaborating with existing game works, they are aiming to approach new customer segments. In particular, game apps featuring Nendoroid characters have gained support from both figure fans and game fans.

Through these media mix strategies, Good Smile Company can engage with the entire lifecycle of content. As the popularity of characters increases in anime and games, a virtuous cycle is created where figure sales also rise. By strengthening their position as a content holder, they enhance the stability and growth of their business.

Opening of SHIBUYA SCRAMBLE FIGURE and New Challenges

November 2019, Good Smile Company opened a large figure specialty store, SHIBUYA SCRAMBLE FIGURE, in Shibuya, Tokyo. Located within Shibuya Parco, this store is positioned not just as a sales outlet but as a base for disseminating figure culture.

Inside the store, in addition to their own products like Nendoroids and figma, they also carry a wide range of high-quality figures from other companies. Moreover, there are large diorama displays, photo spots, and sales of limited edition products, providing plenty of attractions for visiting fans. Regular events and new product exhibitions are also held, creating opportunities for direct communication with fans.

The significance of physical store expansion lies in providing experiential value that cannot be realized through online sales. The ability to physically handle products and check their quality, interact with other fans, and access limited items are all unique charms of real stores. The success of SHIBUYA SCRAMBLE FIGURE demonstrates the importance of physical customer touchpoints even in the digital age.

Other Business Developments: Merchandise, Publishing, and Events

In addition to figures, Good Smile Company is engaged in a diverse range of merchandise development. They have a wide product lineup including character plush toys, acrylic stands, tapestries, and apparel. These goods are offered at more affordable price points than figures, reaching a broader fan base.

In the publishing field, they are also involved in the publication of books and mooks related to figures. Through product catalogs, production guides, and photo collections, they contribute to the dissemination and deepening of figure culture.

In the event business, in addition to their deep involvement in the aforementioned Wonder Festival, they also hold unique fan events and exhibitions. Events like the "Good Smile Company New Product Presentation" provide fans with opportunities to interact directly with developers, enhancing brand loyalty. Through such multifaceted business developments, Good Smile Company has become a significant presence influencing the entire ecosystem of character culture.

Impact on the Figure Industry: What Good Smile Company Has Changed

Good Smile Company's over 20 years of business activities have had a significant impact on the entire figure industry. The company's innovative products and business models have redefined industry standards and influenced the strategies of competitors.

The most notable impact has been the creation of market segments. They established two major markets: the deformed figure market with Nendoroid, and the high-quality articulated figure market with figma. While many competing products have entered these markets, Good Smile Company maintains its position as a pioneer.

Additionally, raising the standards of product quality has been an important contribution. The standards set by Good Smile Company in terms of detail sculpting, painting quality, and high mobility have become benchmarks for the entire industry, promoting an overall improvement in figure quality. Furthermore, the company's emphasis on communication with fans has also influenced other companies.

Creation and Expansion of the Deformed Figure Market

Before the advent of Nendoroid, deformed figures were primarily treated as low-cost products aimed at children. However, Nendoroid established a new category of "deformed figures with quality that satisfies adult collectors."

Following this success, other figure manufacturers began to develop similar deformed figure series. However, due to Nendoroid's overwhelming brand power and the richness of product variations, the company maintains a leading position in this market. Today, the term "Nendoroid" is so ingrained in the market that it is used as a synonym for deformed figures.

The expansion of the deformed figure market has also contributed to broadening the base of figure collecting. Because they are small and affordable, fans with space and budget constraints can also enjoy collecting. This creation of a market can be said to have expanded the overall pie of the figure industry.

Improvement of Quality Standards for Articulated Figures

The introduction of figma significantly raised the quality standards in the articulated figure market. Previously, articulated figures faced a trade-off where prioritizing mobility compromised appearance, or focusing on appearance limited the range of motion. Figma overcame this challenge through technological innovation, presenting a new standard of "beautiful proportions and high mobility."

This influence has also spread to competing products. Other companies have begun to focus on improving the quality of articulated figures, raising the overall level of articulated figures in the industry. For consumers, this has increased options and allowed them to obtain higher quality products.

Moreover, figma has also spread the culture of enjoying posing. On social media, numerous photos of users recreating famous scenes from anime and games with figma have been posted. Figma has greatly contributed to the establishment of a culture that enjoys figures not just as items to "display" but also as objects to "play with."

Popularization of Figure Culture and Increased Recognition

Good Smile Company's activities have also contributed to the social recognition of figure culture. The popularity of Nendoroid and figma has transformed figure collecting from a hobby for a niche group of enthusiasts to a hobby enjoyed by a broader audience.

Increased media exposure has also contributed to this recognition. Opportunities for television programs and general magazines to feature Nendoroid and figma have increased, allowing their appeal to reach audiences unfamiliar with figures. Additionally, celebrities and influencers showcasing their figure collections on social media have also supported the generalization of figure culture.

Furthermore, Good Smile Company has contributed to the expansion of the female fan base. The cute designs of Nendoroid and female character figma have attracted many female collectors to a figure market that was traditionally male-dominated. The role the company has played in diversifying figure culture and broadening its base is significant.

Conclusion: The Journey of Good Smile Company and Future Prospects

Since its founding in 2001, for over 20 years, Good Smile Company has continued to bring innovation to the figure industry. Under the philosophy of its founder, Takanori Aki, to "create what fans truly want," the company has produced two innovative products, Nendoroid and figma, establishing a new market for deformed figures and articulated figures.

Building on its success in Japan, the company has actively promoted global expansion and has now grown into an international enterprise supported by figure fans around the world. Furthermore, by expanding beyond the framework of figure manufacturing and sales into diverse business areas such as cafes, anime, games, and events, it has established its position as a comprehensive entertainment company. 【Related Article】: Complete Guide to Good Smile Company

The company's journey is not just a story of corporate growth but also a history of the evolution of figure culture itself. The creation of new genres such as deformed figures and high-quality articulated figures, the improvement of quality standards, and the popularization of figure culture have had a significant impact on the entire industry. Moving forward, Good Smile Company's challenges will continue, including the introduction of new technologies, the development of new markets, and further strengthening of overseas expansion. As a leading company in the figure industry, it is expected to continue delivering smiles to fans around the world through innovative products and services.

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Good Smile Company Complete Guide | The Charm of Nendoroid and Figma