The Gundam franchise, which was relatively unknown outside of Japan until recently, has seen a significant increase in global sales over the past decade. According to Bandai Namco’s latest financial report, Gundam managed to amass 145.7 billion yen in sales over the last year, nearly double that of the sales from 2014. The success of Witch from Mercury and Gundam SEED Freedom has been attributed to driving much of this growth, resulting in close to $1 billion in sales.
A large proportion of the global sales of the Gundam franchise comes from the merchandising aspect, specifically model kits and toys. The media mix framework, which includes model kits and toys, has played a significant role in the success of Gundam and other mecha intellectual properties. Until recently, these products were mainly limited to Japan, but with the surge in international hobby interest during the COVID lockdowns, sales have continued to grow globally even after the lockdowns have ended.
Building mecha model kits is not only fun but also surprisingly affordable, making them attractive to a wide range of consumers. The availability of Gundam anime through various platforms, including extensive Blu-ray releases and streaming options, has also contributed to the franchise’s global success. Other mecha properties are also benefiting from the increased visibility and sales, with the recent news of the Macross saga being distributed by Disney+ serving as a notable example.
Gundam is no longer just an Asian cultural phenomenon, but a franchise with genuine global potential. The increasing popularity of model kits, the availability of anime content, and the success of other mecha properties all point to a bright future for Gundam and similar franchises on a global scale. The media mix framework and merchandising strategy employed by Gundam have proven to be effective in expanding its reach beyond Japan and attracting a wider audience of fans worldwide. In conclusion, the success of Gundam in doubling its global sales over the last decade highlights the franchise’s ability to evolve and thrive in an increasingly global market.
