More than a decade ago, I purchased a 1/100 Gundam model kit on eBay for $10. That same one today would run me nearly $40, by today’s searches. Has demand for these things really risen that much? Well, let’s not go off of that one anecdote: After all, I really only shared it to flex my longstanding love of Gunpla (industry shorthand for Gundam plastic models), as this is the only place in my life where I can do so. So let’s dig deeper.
First, a little bit of history and definition of terms for those less familiar with the massive, highly lucrative arena of model kits. When we say “1/00,” we’re looking at scale. Meaning, a 1/100 Gunpla model is a hundredth of the size that an actual, towering giant robot would be. Bandai has been making plastic model kits based off of the Mobile Suit Gundam franchise since 1980, a year after the first series debuted on television. In '85, they introduced soft-plastic "poly caps" as an easier method to connect the pieces, and after that, the real game-changer: snap-fit models, glue would no longer be needed to assemble a Gundam. Bandai would also introduce higher quality models in the form of the High Grade (HG) line in 1990 at 1/44 scale, and in 1995, the Master Grade line at 1/100 scale. Perfect Grade, with even more detail (like light-up feature and a "body on frame" skeletal system) arrived shortly after.
What Gunpla really excels in is accessibility for those intimidated by two negative notions surrounding model kits: 1) having to paint them and 2) not having enough money to jump into the fray. Gunpla come precolored, so painting isn’t necessary, and 1/144 kits start at reasonable prices. In the very fun video below, nerd icon Adam Savage puts together his first Gunpla while explaining some of what goes into their production:
The innovation paid off, as more than 300 million units were sold by 1999. As of last year, per a Bandai corporate “Fact Book,” more than 714 million Gundam models had been sold since 1980. Expect to see more: There are now tournaments to see who can assemble complex creations the fastest. A new live-action adaption of the franchise is coming, as well as more animated series, manga, video games, and more as it heads into the Metaverse.
But am I wrong in my original assertion that the last few years, in particular, have seen a boom for Gunpla? No, and as is the case for many things, you can blame the pandemic. Despite facing supply chain issues, toy sales for Bandai increased 12.5% over 2021, already increasing vastly during the era of quarantine. Per Nikkei Asia, "total shipments of plastic model kits in Japan increased by nearly 20%” in 2022, showing that the hobby is showing no signs of ceasing. (One look inside of one of these sets, and it’s obvious that every builder has a ton of plastic left over. Fun fact: As of last fall, nearly 200 collection spots across Japan ensured that discarded plastic from the sets could be recycled to create more sets.)
"Bandai Spirits expanded production capacity by around 40% in December 2020, when it brought a new factory online in Shizuoka, southwest of Tokyo,” Nikkei Asia adds. “But the company has struggled to keep up with surging demand both in Japan and overseas."
The good news? There are plenty of existing kits out there for those who haven’t jumped on quite yet, and they’ve even made their way into stores like Target in recent years, along with Dragon Ball Z kits and other popular anime products.
How do those kits compare to Gunpla? Well, we’ll have to jump into that in a future newsletter.