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{{Short description|Japanese toy company}}
{{About|the Japanese toy manufacturer|3=Bandai (disambiguation)}}
{{Expand Japanese|バンダイ|topic=company|date=September 2025}}
{{Use mdy dates|date=January 2021}}
{{Infobox company
| name = Bandai Co., Ltd.
| native_name = 株式会社バンダイ
| native_name_lang = ja
| romanized_name = Kabushiki-gaisha Bandai
| image = Bandai head office building Asakusa 20170519.jpg
| logo = Logo Bandai.svg
| logo_size = 100
| logo_caption = Logo used since 1983
| image_caption = Bandai's corporate headquarters in [[Taitō, Tokyo]]
| type = [[Subsidiary]]
| former_name = Bandai-ya
| founder = Naoharu Yamashina
| foundation = {{start date and age|1950|07|5}}
| location = Komagata
| location_city = [[Taitō|Taitō, Tokyo]]
| location_country = Japan
| key_people = Masaru Kawaguchi ([[President (corporate title)|president]])
| industry = [[Toy industry|Toys]] and [[Entertainment industry|entertainment]]
| products = {{plainlist|
* [[Action figure]]s
* [[Virtual pet]]s
* [[rail transport modelling|Model trains]]
}}
| brands = {{unbulleted list|Bandai Shokugan|Charapaki|[[Digimon]]|Harumika|[[Tamagotchi]]}}
| operating_income = {{increase}}{{yen}}21.7 billion (2019)
| net_income = {{increase}}{{yen}}242.8 billion (2019)
| num_employees = 851 (January 2021)
| parent = [[Bandai Namco Holdings]] (2005–present)
| subsid = {{ubl|Bandai Logipal|Bandai Namco Toys & Collectibles|Corporación Bandai México|Bandai UK|Bandai France|Bandai España|[[Bandai Spirits]]|CCP|Heart|MegaHouse|Plex|Seeds|Sun-Star Stationary}}
| homepage = {{URL|https://www.bandai.co.jp/en/|www.bandai.co.jp}}
| footnotes = {{cite web |title=Bandai Namco Group Integrated Report 2019 |url=https://www.bandainamco.co.jp/cgi-bin/releases/index.cgi/file/view/9501?entry_id=6637 |publisher=[[Bandai Namco Holdings]] |access-date=17 May 2020 |archive-url=https://web.archive.org/web/20200517235639/https://www.bandainamco.co.jp/cgi-bin/releases/index.cgi/file/view/9501?entry_id=6637 |archive-date=17 May 2020 |date=13 September 2019}}<br />{{cite web |url=http://www.bandai.co.jp/e/company/index_bc.html |title=About Company |publisher = Bandai |access-date=21 April 2020 |url-status=dead |archive-url=https://web.archive.org/web/20190130094021/http://www.bandai.co.jp/e/company/index_bc.html |archive-date=30 January 2019}}
}}
{{Nihongo foot|'''Bandai Co., Ltd.'''|株式会社バンダイ|[[Kabushiki gaisha]] Bandai|lead=yes|group=lower-alpha}} is a Japanese [[multinational corporation|multinational]] toy manufacturer and distributor headquartered in [[Taitō|Taitō, Tokyo]], including many international branches around the world. Since 2005, '''Bandai''' is the toy production division of [[Bandai Namco Holdings]], which, in 2017, was the world's second largest toy company measured by total revenue.<ref>{{cite web |title=Revenue of major toy companies worldwide 2017 |url=https://www.statista.com/statistics/241241/revenue-of-major-toy-companies-worldwide/ |url-status=live |archive-url=https://web.archive.org/web/20190402054544/https://www.statista.com/statistics/241241/revenue-of-major-toy-companies-worldwide/ |archive-date=April 2, 2019 |access-date=June 15, 2018 |website=[[Statista]]}}</ref> Between 1981 and 2001, Bandai was a manufacturer of [[:Category:Bandai consoles|video game consoles]].

Bandai was founded by [[World War II]] veteran Naoharu Yamashina as Bandai-Ya on July 5, 1950, as the corporate spin-off of a textile wholesaler. The company began as a distributor of metallic toys and rubber swimming rings, before moving to metal cars and aircraft models. It was renamed Bandai Co., Ltd. in 1961 and achieved considerable success with its action figures based on the anime ''[[Astro Boy (1963 TV series)|Astro Boy]]''.

==History==

===Origins and success with toys (1947–1968)===
In 1947, Naoharu Yamashina began working for a [[Kanazawa]]-based textile wholesaler.<ref name="NYT">{{cite web |last1=Pollack |first1=Andrew |title=Naoharu Yamashina, Toy Maker, Dies at 79 |url=https://www.nytimes.com/1997/10/31/business/naoharu-yamashina-toy-maker-dies-at-79.html?auth=linked-google |website=[[The New York Times]] |access-date=23 October 2020 |archive-url=https://web.archive.org/web/20201023043302/https://www.nytimes.com/1997/10/31/business/naoharu-yamashina-toy-maker-dies-at-79.html?auth=linked-google |archive-date=23 October 2020 |date=31 October 1997}}</ref> The eldest son to a rice retailer, Yamashina had studied business in high school and was enlisted in [[World War II]], where an impact from a grenade shrapnel blinded him in his right eye.<ref name="Economist">{{cite news |title=Obituary - Naoharu Yamashina |url=https://www.economist.com/obituary/1997/11/06/naoharu-yamashina |newspaper=[[The Economist]] |access-date=23 October 2020 |archive-url=https://web.archive.org/web/20200807104747/https://www.economist.com/obituary/1997/11/06/naoharu-yamashina |archive-date=7 August 2020 |date=6 November 1997}}</ref><ref name="Grant">{{cite book |last1=Grant |first1=Tina |title=International Directory of Company Histories |date=2003 |publisher=[[St. James Press]] |page=44 |edition=Volume 55 |url=https://archive.org/details/internationaldir0000unse_c8r0/page/n695/mode/2up |access-date=23 October 2020}}</ref> The textile business, ran by his wife's brother, was struggling financially as a result of Japan's post-war economy.<ref name="Ryall">{{cite web |last1=Ryall |first1=Julian |title=From Astro Boy to Gundam to Ultraman, how Bandai became Japan's top toy company |url=https://www.scmp.com/lifestyle/article/2178825/astro-boy-gundam-ultraman-how-bandai-became-japans-top-toy-company |website=[[The South China Morning Post]] |access-date=24 October 2020 |archive-url=https://web.archive.org/web/20200428083253/https://www.scmp.com/lifestyle/article/2178825/astro-boy-gundam-ultraman-how-bandai-became-japans-top-toy-company |archive-date=28 April 2020 |date=23 December 2018}}</ref> He made little money working, and as he was having a difficult time finding ways to allow the business to pick up, a neighbor told him about the potential of the toy industry and the financial success that could be generated from it.<ref name="Ryall"/> Intrigued, Yamashina convinced his wife to travel to Tokyo with him to begin studying the potentially lucrative market for toys.<ref name="Grant"/> With little money or exposure in the field, the two worked long hours to establish a small toy distribution division within the textile business.<ref name="NYT"/>

Yamashina assumed full control of the toy division on July 5, 1950, when it was spun-off as a separate company named {{nihongo foot|Bandai-ya|株式会社万代屋商店|Kabushiki gaisha Bandai-ya Shōten|lead=yes|group=lower-alpha}} in [[Taitō, Tokyo]].<ref name="NYT"/><ref name="History">{{cite web |title=History |url=https://www.bandai.co.jp/corporate/history/ |website=www.bandai.co.jp |publisher=Bandai |access-date=23 October 2020 |archive-url=https://web.archive.org/web/20200803101536/https://www.bandai.co.jp/corporate/history/ |archive-date=3 August 2020 |language=ja}}</ref> The name was derived from Japanese reading of Chinese phrase "bandai fueki" ([[wikt:万代不易|万代不易]]), meaning "eternally unchanging" or "things that are eternal" which originated from the Chinese military text [[Six Secret Teachings]] in one of the seven military texts of the [[Seven Military Classics]].<ref name="NYT"/><ref name="Economist"/><ref name="RGamer 36">{{cite magazine|author=Wild, Kim|title=Retroinspection: WonderSwan |magazine=[[Retro Gamer]]|issue=36 |issn=1742-3155|year=2007 |pages=68–71}}</ref> Being assisted by Atsuko Tatsumi, publisher of the ''Weekly Toy News'' in Tokyo, Bandai-ya distributed and imported celluloid dolls, metallic toys, and rubber swimming rings.<ref name="NYT"/><ref name="Grant"/> The company released its first original product the same year, the Rhythm Ball, a beach ball with a bell inside that suffered from numerous quality defects.<ref name="NYT"/><ref name="History"/> Bandai-ya improved the quality of its products as it continued designing new kinds of toys, such as inexpensive metal cars and aircraft models.<ref name="Grant"/><ref name="RGamer 36"/> Several of these were exported to the United States and elsewhere as a result of their popularity, being among the earliest "Made In Japan" products exported outside the country.<ref name="Grant"/>

[[File:Bandai (1950s) logo.svg|thumb|left|120px|Bandai logo from 1965 to 1975]]
As its revenue increased, Bandai-ya began expanding its operations.<ref name="Grant"/> A new shipping and warehouse facility was constructed in spring 1953, followed by research and development (R&D) and product inspection departments later that year.<ref name="Grant"/> A manufacturing facility, Waraku Works, was opened in early 1955 to increase the production of toys.<ref name="Grant"/> In the same year, it implemented the toy industry's first quality assurance system; the first toy approved by this was the 1956 [[Toyopet Crown]] model car, which was also Bandai-ya's first product with a guarantee.<ref name="History"/><ref name="DeMaria">{{cite book |last1=DeMaria |first1=Russel |title=High Score! Expanded: The Illustrated History of Electronic Games |date=7 December 2018 |publisher=[[CRC Press]] |isbn=978-1138367203 |edition=3rd}}</ref> The growing company worked on creating a friendly corporate image for itself, introducing a new logo, slogan, and television commercials that emphasized its quality products.<ref name="Grant"/> Bandai-ya was renamed Bandai in July 1961, the same time it started spreading its operations overseas, beginning with the establishment of Bandai Overseas Supply in New York City.<ref name="History"/><ref name="DeMaria"/>

While its toys often sold well in Japan, Bandai didn't achieve considerable success until 1963, when it began producing action figures based on the anime ''[[Astro Boy]]''.<ref name="History"/><ref name="Grant"/><ref name="DeMaria"/> The toy line's success prompted Bandai to reorganize and rethink its business strategies, as the company transitioned from working on original products to funding the creation of new television series and acting as a sponsor during their run, with advertisements that showed off Bandai's tie-in action figures and costumes.<ref name="History"/><ref name="Grant"/><ref>{{cite web |author1=The New York Times News Service |title=Founder Of Firm That Created Power Rangers |url=https://www.chicagotribune.com/news/ct-xpm-1997-11-01-9711010273-story.html |work=[[Chicago Tribune]]  |access-date=24 October 2020 |date=1 November 1997}}</ref> A similar blockbuster hit was found with action figures in the likenesses of ''[[Ultraman]]'' characters, largely due to the popularity of the television series at the time; the figures were later released in North America to little fanfare.<ref name="Grant"/> In July 1966, it released Crazy Foam, a line of bubble blowing canisters that sold 2.4 million units in three months, thanks to the backing of an extensive marketing campaign.<ref name="History"/> Bandai's other products included the Thunderbird electrical vehicles, the Water Motor bath toys, and the Naughty Flipper, the last of which received a gold medal at the 1968 New York International Innovative productions Exhibition.<ref name="DeMaria"/> An additional manufacturing plant was acquired in late 1969 to further increase the production of toys.<ref name="Grant"/>

===Continuing expansion and Mobile Suit Gundam (1971–1983)===
[[File:Bandai1961.svg|thumb|left|120px|Bandai logo from 1975 to 1983]]
Bandai continued its expansion throughout the 1970s. The company established a joint venture with model car manufacturer [[Tonka]] in 1970 and established Tonka Japan K.K., as part of Bandai's continuing mission in establishing ties with foreign companies. A subsidiary named [[Popy]] was formed a year later that specialized in the manufacturing of toys based on popular children's characters, the subsidiary was originally intended for candy shops and other retail outlets outside of the usual toy stores. Though Bandai became a major player in the Japanese toy industry, competing with companies such as [[Takara]] and [[Epoch]], executives believed the company needed to further spread out into international territories to help increase worldwide brand awareness.
<ref>{{Cite web |url=http://stefgarage.free.fr/tonka-historique/historiq-tonka.htm |title=Tonka historique |website=StefGarage |language=fr |access-date=21 April 2020}}</ref> Bandai Models was later established in 1971,<ref>{{Cite web |url=http://toyboxdx.com/datafiles/data/popy_data/popy_index.htm |title=ToyboxDX Guide to Chogokin and Popinika |website=Alen Yen's ToyboxDX |access-date=21 April 2020}}</ref> who specialized in the manufacturing of toy characters.<ref name="1970s history">{{cite web |url=http://www.bandai.co.jp/e/company/history1970.html |title=Bandai's History: 1970's |website=Bandai |access-date=21 April 2020 |url-status=dead |archive-url=https://web.archive.org/web/20110223170629/http://www.bandai.co.jp/e/company/history1970.html |archive-date=23 February 2011}}</ref> Although not their most profitable range, Bandai's 1/48 scale AFV models dominated that segment of the model kit market. Bandai America Inc. was established as local US sales/marketing operation in 1978. [[Spacewarp (toy)|Spacewarp]], a line of build-it-yourself toy rolling ball "roller coasters" was introduced by Bandai in the 1980s.

In May 1980, Makoto Yamashina, son of the founder, became president of Bandai. Naoharu Yamashina became chairman of the board. Upon his arrival, Makoto Yamashina completely changed the ageing staff of Bandai and replaced them with younger employees with the intent of not only bringing new ideas, but also revisiting the strategy of the group. The new president took a different commercial approach by selling directly to retailers rather than going through intermediates.<ref name="Grant"/><ref name="History"/>

In July 1980, Bandai launched the 'Gundam Plastic Model' based on the animated series ''[[Mobile Suit Gundam]]'' which gave birth to the [[Gunpla]] range of scale model kits.<ref>{{cite web |url=http://www.gundam-france.com/v4/index.php/component/content/article/44/1852-30-ans-de-gunpla.html |title=30 ans de Gunpla, de 1980 à 2010 |website=Gundam-France.com |language=fr |access-date=21 April 2020 |url-status=dead |archive-url=https://web.archive.org/web/20120610150336/http://www.gundam-france.com/v4/index.php/component/content/article/44/1852-30-ans-de-gunpla.html |archive-date=10 June 2012}}</ref><ref>{{Cite web |url=https://kotaku.com/where-are-gundam-plastic-models-made-5536020 |title=Where Are Gundam Plastic Models Made? |first=Brian |last=Ashcraft |date=11 May 2010 |website=[[Kotaku]] |access-date=21 April 2020}}</ref> In November, the subsidiary Celent was created.<ref name="History"/>

===Entry into the video game market (1983–1989)===
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|image1 = Bandai Arcadia 2001 (1982) 2.jpg
|caption1 = [[Arcadia 2001#Bandai Arcadia|Arcadia]] 
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|caption2 = [[Handheld electronic game#Bandai LCD Solarpower|LCD Solarpower]]
|image3 = Bandai-Playdia-Front.jpg 
|caption3 = [[Playdia]]
|image4 = WonderSwan-Black-Left.jpg
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Bandai became one of the first third-party developers for the Nintendo [[Family Computer]] in 1985.<ref>{{cite book |last=Kent |first=Steven L.|author-link=Steven L. Kent |year=2001|title=The Ultimate History of Video Games: The Story Behind the Craze that Touched our Lives and Changed the World |isbn=978-0-7615-3643-7 |url=https://consolepedia.com/bandai/index.html |url-access=limited|publisher=Prima Publishing |page=[https://archive.org/details/ultimatehistoryv00kent/page/n306 306]}}</ref> Among its first titles was ''[[Tag Team Match: MUSCLE]]'', a video game adaptation of the ''[[Kinnikuman]]'' manga, which sold over one million copies.<ref name="History"/> Bandai also produced the Family Trainer Pad, released outside Japan as the [[Power Pad]], which also performed well commercially. A series of games was released both in the US and in Japan, including ''[[Athletic World]]'' and ''[[Stadium Events]]'' for the NES. Shortly after its release, Nintendo purchased the rights to the FFF mat in North America, replacing it with their own redesign, the [[Power Pad]]. In order to maintain branding continuity, ''Stadium Events'' was pulled from shelves after a short period of availability at [[F. W. Woolworth Company|Woolworth's]] stores. Because the game was pulled from shelves and discontinued before many copies were sold, Bandai's ''Stadium Events'' is universally accepted as the rarest licensed NES game released in North America.<ref>{{cite web |url=http://www.gamesniped.com/2008/05/30/origional-nintendo-stadium-events-cartridge |title=Original Nintendo Stadium Events Cartridge |date=2008-05-30 |website=Gamesniped.com |access-date=2012-08-13 |archive-date=February 9, 2021 |archive-url=https://web.archive.org/web/20210209110340/http://gamesniped.com/wp-content/uploads/2018/10/cropped-crosshair-favi-32x32.png |url-status=dead}}</ref><ref>{{cite web |title=Wii Feature: 25 rarest Nintendo games ever |website=ComputerAndVideoGames.com |date=2008-06-29 |url=http://www.computerandvideogames.com/article.php?id=191868 |access-date=2012-08-13 |url-status=dead |archive-url=https://web.archive.org/web/20080701193314/http://www.computerandvideogames.com/article.php?id=191868 |archive-date=1 July 2008}}</ref> A shrink-wrapped copy of the game sold for $41,270 on eBay in February 2010.<ref>{{cite web |url=http://videogames.yahoo.com/events/plugged-in/rare-nintendo-game-is-40-000-windfall/1391148 |title=Rare Nintendo game is $40,000 windfall |first=Mike |last=Smith |date=26 February 2010 |work=Yahoo! Games |access-date=21 April 2020 |url-status=dead |archive-url=https://web.archive.org/web/20100302144305/http://videogames.yahoo.com/events/plugged-in/rare-nintendo-game-is-40-000-windfall/1391148 |archive-date=2 March 2010}}</ref> The sister game to ''Stadium Events'', called ''Athletic World'' was initially released with a label that indicated compatibility with the Family Fun Fitness mat, but was later re-released with an updated label that mentions the Power Pad instead.<ref>{{cite web |url=http://www.digitpress.com/forum/archive/index.php/t-107994.html |title=Variant labels for NES games |date=2007-10-18 |work=Retrogaming Roundtable |access-date=2012-08-13}}</ref> Stadium Events was not released by name again, but instead was slightly modified and relaunched as the Power Pad pack-in game, ''[[World Class Track Meet]]''.
 
Since the 1980s, Bandai has become the leading toy company of Japan, and to this day, has the main toy licenses in Japan to popular properties including ''[[Kaiju|Daikaiju]]'', ''[[Ultraman]]'', ''[[Super Robot]]'', ''[[Kamen Rider]]'', the ''[[Super Sentai]]'' and ''[[Power Rangers]]'' series (which it took part in creating), ''[[Gundam]]'', and many others. In February 1989, it acquired arcade game developer Coreland and reorganized it into [[Banpresto]], which became Bandai's coin-operated entertainment division.<ref>{{cite news |title=Bandai Buys Coreland To Make Games |url=https://onitama.tv/gamemachine/pdf/19890301p.pdf |access-date=1 August 2020 |agency=Game Machine |issue=351 |publisher=Amusement Press |date=1 March 1989 |archive-url=https://web.archive.org/web/20200522192955/https://onitama.tv/gamemachine/pdf/19890301p.pdf |archive-date=22 May 2020 |location=Japan |page=30}}</ref> In the early 1990s, Bandai published games for [[Nintendo]] in [[Video gaming in the United Kingdom|the United Kingdom]], including ''[[Street Fighter II]]'' on the [[Super Nintendo Entertainment System]].<ref>{{cite magazine |url=https://archive.org/stream/nforce-magazine-06/NForce_06_Dec_1992#page/n7/mode/2up |title=Streets Ahead |date=December 1992 |magazine=N-Force |issue=6 |access-date=30 December 2016}}</ref>

===Mainstream success and expansion (1989–1995)===
{{expand section|date=August 2022}}
By 1989, Bandai celebrated its 39th anniversary as Makoto Yamashina spoke of the name "Bandai Land" as a vision for a leisure facility modeled after [[The Walt Disney Company|Disney]]'s theme parks when Bandai decided to shift its focus from being a toy company to an entertainment company like the above as the name "Japan's Disney". In that same year when Bandai suffered numeruous financial troubles, they established a partnership with video game publisher & developer Corland in order for Bandai to expand into the coin-op industry as the former would allow themselves to launch a stronghold into the above genre.<ref name="GM Bandai">{{cite journal|author=Wild, Kim|title=Retroinspection: WonderSwan |journal=[[Retro Gamer]] |publisher=[[Imagine Publishing]] |issue=36 |issn=1742-3155|year=2007 |pages=68–71}}</ref> Later in that same year when Conland suffered similar financial constraints as they were having accumulated more than ¥1.5 billion in debt due to poor sales, Bandai rather than dropping out of the struggling Conland deal, they decided to majority-acquire the company in February 1989 and had it reorganised as their own video game publishing & development division Banpresto; the name came from a portmanteau of "Bandai" and "presto", a word used to describe magic, with Yukumasa Sugiara a member of Bandai's board of directors became president of the rebranded division.<ref name="GM Bandai"/>

In February 1994, Bandai entered the film & television animation production business by acquiring famous anime studio [[Sunrise (company)|Sunrise]], the acquisition of Sunrise had gave Bandai their own official in-house anime production studio as Bandai's management including Satoru Matsumoto joining the acquired studio.<ref>{{cite web|website=Sunrise Inc. |url=https://www.sunrise-inc.co.jp/international/corporate/history.php|title=Sunrise/Bandai Namco Filmworks history|access-date=August 3, 2023}}</ref>

=== Financial decline and failed merger with Sega (1995–1999) ===
In 1993, Bandai entered the home video game console market by launching its own video game console called [[Playdia]] which was released exclusively in Japan. However, in that year, Bandai planned to produce a second owned scaled-down version of the Macintosh purely for [[CD-ROM]] game-playing, Bandai's former president & CEO Makoto Yamashina chosed the Macintosh platform over other platforms over that time.<ref name=cnn1>{{Cite web |url=http://edition.cnn.com/ASIANOW/asiaweek/96/0419/biz1.html |title=Power Ranger: A Japanese Toymaker Invades Cyberspace |access-date=December 27, 2012 |archive-date=December 27, 2013 |archive-url=https://web.archive.org/web/20131227225457/http://edition.cnn.com/ASIANOW/asiaweek/96/0419/biz1.html |url-status=dead}}</ref> Around that year, Bandai exited the publishing business and dissolved its publishing division with them selling the remaining of its publishing operations [[MediaWorks (publisher)|MediaWorks]], whilst Bandai retained B-Club and continued to publish the magazine.

In early 1994, Bandai approached American technology company [[Apple Inc.|Apple]] with an idea of producing a gaming console; later to be called the [[Apple Pippin]] (known as Pippin@mark in Japan) partnership with Apple. Bandai originally never intended to develop a system with [[Internet connection]], however after receiving customer feedback, Bandai and Apple established a modem into the Pippin design. Once Bandai licensed the Pippin from Apple in December 1994, the former spent US$93 million in marketing alone to sell the Pippin line. One year later in June 1995 during the 1995 Tokyo Toy Show, Bandai established its unit Bandai Digital Software to promote early Pippin development; four months later in October of that year, Bandai launched its software publishing division Bandai Digital Entertainment Corporation in order to support the platform and developers in the United States. One year later in January 1996 two months before the launch of Apple Pippin console, Bandai established Bandai Digital Entertainment Co., Ltd. was formed on January 9, 1996, to support the platform in Japan.<ref name=cnn1/>

The Apple Pippin console was released two years later in March 1996 but both the Pippin console and the Playdia were both unsuccessful for Bandai and lead them into discontinuing the console in that year, most of the unsold consoles were converted into coin-operated Micha King machines by its subsidiary Banpresto.<ref>Micom BASIC Magazine - November 1994 https://retrocdn.net/images/a/a0/MicomBASIC_JP_1994-11.pdf</ref>

In January 1997, Bandai announced it would merge its operations with Japanese video game developer [[Sega]].<ref name="CVG 187">{{cite news |title=Sega In Shock Merger With Bandai!! |agency=[[Computer and Video Games]] |issue=184  |date=March 1997 |page=8}}</ref><ref>{{cite web |url=http://www.cnet.com/news/bandai-and-sega-band-together/ |title=Bandai and Sega band together |date=23 January 1997 |website=CNET |access-date=30 December 2016}}</ref><ref>{{cite news |url=https://www.japantimes.co.jp/news/1997/01/23/national/sega-bandai-to-merge-into-entertainment-giant/ |title=Sega, Bandai to merge into entertainment giant |date=23 January 1997 |work=[[The Japan Times]] |access-date=30 December 2016}}</ref> The merger, a $1 billion [[stock swap]] where Sega would acquire Bandai and dissolve the company,<ref name="CVG 187"/> would have established a new entertainment conglomerate named Sega Bandai Ltd. with an estimated $6 billion in revenue.<ref name="Kotaku Merge">{{Cite web |url=https://kotaku.com/5828939/when-sega-wanted-to-take-over-the-world-and-failed-miserably|title=When Sega Wanted to Take Over the World (and Failed Miserably)|last=Plunkett |first=Luke|date=9 August 2011|website=Kotaku|archive-url=https://web.archive.org/web/20181123203543/https://kotaku.com/5828939/when-sega-wanted-to-take-over-the-world-and-failed-miserably|archive-date=23 November 2018|url-status=live|access-date=16 January 2019}}</ref> The announcement followed a {{yen}}9 billion loss from Bandai the same month, attributed to declining game sales and the poor reception of the [[Apple Pippin]] console.<ref name="CVG 187"/> Bandai felt Sega was an appropriate company to merge with, as it possessed an American management model and several international offices, in addition to owning several successful franchises like ''[[Sonic the Hedgehog]]''.<ref name="CVG 187"/><ref name="Kotaku Merge"/> Opposition arose within Bandai's employees and midlevel executives, as neither felt the company's family-friendly work ethic meshed well with Sega's top-down corporate culture.<ref name="Wired Merge">{{Cite magazine |url=https://www.wired.com/1997/05/bandai-calls-off-planned-merger-with-sega/|title=Bandai Calls Off Planned Merger with Sega |date=28 May 1997|magazine=[[Wired (magazine)|Wired]]|access-date=16 January 2019}}</ref> However following the huge success of Bandai's [[Tamagotchi]] toy line and strong opposition from within Bandai caused the plan to fall through. However, the two companies were not the "decisive factors" in the deal's collapse and as a result, Bandai called off the merge in May before its finalization in October.<ref>{{Cite news |url= https://www.nytimes.com/1997/05/28/business/acquisition-of-bandai-by-sega-called-off.html|title=Acquisition of Bandai by Sega Called Off|last=Pollack |first=Andrew|date=28 May 1997 |work=The New York Times|access-date=16 January 2019 |url-status=live|archive-url=https://web.archive.org/web/20181108025638/https://www.nytimes.com/1997/05/28/business/acquisition-of-bandai-by-sega-called-off.html|archive-date=8 November 2018}}</ref> President Makoto Yamashina took responsibility for its failure, publicly apologizing and resigning his position within the company.<ref>{{cite magazine |title=Other Bandai Happenings |magazine=[[Electronic Gaming Monthly]] |issue=97 |publisher=[[Ziff Davis]] |date=August 1997 |page=18}}</ref> Even after when Bandai called off the merger talks between Bandai and Sega, the former instead agreed to a business alliance with Bandai prioritising software development for Sega's game consoles.<ref name="Wired Merge"/>

One year later on February 27, 1998, after the merger between Bandai and Sega had fallen, Bandai sold all of the remaining inventory of hardware to American manufacturing company [[DayStar Digital]] with Bandai continued to support its own consoles until the end of 2002.<ref>{{Cite web |url=http://applemuseum.bott.org/sections/history.html |title=Apple History Timeline |access-date=December 27, 2012 |archive-date=January 21, 2013 |archive-url=https://web.archive.org/web/20130121190345/http://applemuseum.bott.org/sections/history.html |url-status=live}}</ref> Later in that year, Bandai's American distribution division Bandai America launched its anime entertainment distribution arm called Bandai Entertainment in order to license and distribute anime in North America and originally released its titles on VHS under the AnimeVillage label before releasing it under its own name.

In 2002, Bandai released the pre-painted kit of a railway car shorty model with a shortened length called the "B-Train Shorty". Similar products similar to the "B-Train Shorty" were released around the same time as the "B-Train Shorty" such as the "Star Train" a candy toy that realistically models the lead car at the same scale as N gauge, and the "ZZ Train" a battery-powered scale model with a rail width smaller than Z gauge.

In the beginning of March 2003, Bandai announced the merger its subsidiary [[Yutaka (video game company)|Yutaka]] with its garage kit division B-Club to form a new subsidiary named Popy, reviving the Popy brand after its folding with Bandai back in the 1980s.<ref>{{cite web|title=Datafiles: Yutaka|url=https://toyboxdx.com/datafiles/data/yutaka/|website=ToyBox}}</ref> However four years later in 2007, when Bandai's new parent [[Bandai Namco Holdings]] announced its restructuring, Popy was folded back into its parent Bandai into its subsidiary Plex whilst retaining the Popy brand.

Later in that same month of that year, Bandai achieved record-high operating and ordinary profits with the launching of the "Real Dream Doraemon Project" to create a real [[Doraemon]]. Meanwhile, Bandai launched its upgraded version of its handheld game console [[WonderSwan]] called the "WonderSwan Color" was released in 2000 as the successor to the first WonderSwan handheld console enjoyed moderate popularity following the release of the "''[[Final Fantasy]]''" series for the first time on a handheld game console. However, a lack of popular software and the onslaught of [[Nintendo]]'s handheld competitor "[[Game Boy Advance]]" led to a gradual decline and in that same year, Bandai announced its de facto withdrawal from handheld game hardware development.

In April 2004, the company decided moved its headquarters to its current location. The new building has four elevators, each uniquely equipped with the voice of characters from its franchises and licensed properties such as Mametchi from the ''Tamagotchi'' franchise, Kamen Rider No. 1 from the ''[[Kamen Rider]]'' franchise, Anpanman from the [[Anpanman|picture book series of the same name]] and Amuro Ray from its anime subsidiary Sunrise ''[[Gundam]] franchise making announcements.

===Bandai Namco era and restructuring (2005–present)===
In September 2005 eight years after the proposed merger of Bandai and Sega had failed, Bandai announced that it had merged with multinational video game developer, amusement facility & entertainment company [[Namco]] (whom Bandai had previously had a partnership with them) into establishing a new holding parent company that would bring all of Bandai's toy manufacturing and anime entertainment production activities and Namco's video game publishing & developing operations under one group called [[Bandai Namco Holdings]] which was called "Namco Bandai" outside of Japan, becoming the largest toy and videogame business.<ref>{{cite web|title=Bandai, Namco to merge|url=https://www.gamespot.com/articles/bandai-namco-to-merge/1100-6123385/|website=GameSpot|date=September 12, 2005}}</ref>

After its merger with game developer and amusement facility operator Namco in 2005, Bandai is now under the management and a member of [[Bandai Namco Holdings]] (Bandai Namco Group). One year later on January 4, 2006, Bandai's American video game publishing division Bandai Games had merged with Namco's American developing division Namco Hometek to form Namco Bandai Games America Inc., which was housed within Bandai Games' former premises.<ref>{{cite web|title=Namco, Bandai Complete North American Merger|url=https://www.ign.com/articles/2006/01/04/namco-bandai-complete-north-american-merger|website=IGN|first=David|last=Adams|date=January 4, 2006}}</ref> A week later on the 11th of that month in that year, Bandai's console division had been merged with Namco's console game, business program, mobile phone, and research facility divisions to form Namco Bandai Games Inc. in March 2006. Both Bandai and Namco continued working independently under the newly formed Bandai Namco Holdings until 31 March 2006, when their video game operations were merged to form Namco Bandai Games.<ref name="est">{{cite web|last=Karlin|first=David|title=Bandai and Namco Finalize Merger Details|url=http://www.1up.com/news/bandai-namco-finalize-merger-details|publisher=1UP.com|access-date=21 November 2020|archive-url=https://web.archive.org/web/20140312025357/http://www.1up.com/news/bandai-namco-finalize-merger-details|archive-date=2014-03-12|url-status=dead|quote=With around 1800 employees, Bandai Namco Games will be established on March 31st, 2006.|date=1 November 2006}}</ref> On October 30, Bandai's European video game division would merged with Namco's European game division as well, forming Namco Bandai Games Europe S.A.S.<ref>{{cite web | title=Namco Bandai Products | url=http://www.namcobandaigames.eu/en/press/2/ | archive-url=https://web.archive.org/web/20090925054346/http://www.namcobandaigames.eu/en/press/2/ | archive-date=September 25, 2009 }}</ref>

At the beginning of March 2006, Bandai's hobby building Bandai Hobby Center had been moved from its former factory in Shizuoka Works at 
[[Shimizu-ku, Shizuoka|Shimizu Ward, Shizuoka]], where the plastic model production had been conducted since the former Imai era, to a new factory based in Aoi Ward, Shizuoka City and started its operations. The new facility handles all Gunpla-related areas, including development, design, mold making, and production, except for sales and promotion. By consolidating all aspects of development and production within the same facility, Bandai aims to improve production efficiency and quality.

On April 1, 2009, the Bandai Games label website operated by the company was integrated into the official website of Bandai's fellow subsidiary with the Bandai Namco Holdings call Namco Bandai Games. At the same time, Namco Bandai Games had also taken over the intellectual property rights for game titles released which the games division of Bandai had been previously managed before the integration. Furthermore, Bandai transferred its commercials for its game titles produced under the Bandai Games label into Namco Bandai Games' own commercial activities alongside its game business which had been completely integrated into Namco Bandai Games. A few weeks later on April 20 of that year, Bandai launched its official shopping website, called "Premium Bandai" was launched. The site offers a wide variety of products, focusing on items that are difficult to sell through general distribution channels and adult apparel.

Following a group reorganisation in 2006, Bandai heads the group's Toys and Hobby [[strategic business unit]] (SBU).<ref name=toyshobbysbu>{{cite web |title=Toys and Hobby SBU |work=Bandai Namco Holdings|url= http://www.bandainamco.co.jp/en/about/business/toyshobby.html|access-date=30 December 2016|url-status=dead|archive-url=https://web.archive.org/web/20100529054250/http://www.bandainamco.co.jp/en/about/business/toyshobby.html |archive-date=29 May 2010}}</ref> Bandai Entertainment announced it would cease its distribution operations in January 2012.<ref>{{cite news |first=Egan |last=Loo |date=2012-01-02 |url=https://www.animenewsnetwork.com/news/2012-01-02/bandai-entertainment-to-stop-releasing-new-dvds-bds-manga |title=Bandai Entertainment to Stop Releasing New DVDs, BDs, Manga |work=Anime News Network |access-date=2012-01-02}}</ref><ref>{{cite news |first=Crystalyn |last=Hodgkins |url=https://www.animenewsnetwork.com/news/2012-08-31/bandai-entertainment-to-discontinue-home-video-manga-novel-sales |title=Bandai Entertainment to Discontinue Home Video, Manga, Novel Sales |date=31 August 2012 |work=Anime News Network |access-date=31 August 2012}}</ref> Beez Entertainment is no longer releasing new anime in Europe.<ref>{{cite news |first=Egan |last=Loo |date=2012-01-05 |url=https://www.animenewsnetwork.com/news/2012-01-05/france-beez-entertainment-stops-releasing-new-anime |title=France's Beez Entertainment Stops Releasing New Anime |work=Anime News Network |access-date=21 April 2020}}</ref>

In April 2014, Bandai Namco Games announced the discontinuation of the sales of Bandai's video games such as ''[[Dragon Ball]]'' and ''[[One Piece]]'' under the Bandai name and it folded into the latter fellow video game publishing & developing division Namco Bandai Games.<ref>{{Cite web|language=ja|url=https://gamebiz.jp/news/126815|title=Bandai Namco Games to unify the "Bandai," "Namco," and "Banpresto" labels into "Bandai Namco Games" from April|website=gamebiz|publisher=Game Biz|date=2014-02-05|accessdate=2025-06-29}}</ref>

In February 2018, [[Saban Brands]] and Bandai's US division jointly announced a mutual agreement to not renew their [[Power Rangers]] master toy license, effective Spring 2019, after which competing toy company [[Hasbro]] will inherit the license. This transition will not affect Bandai Japan's [[Super Sentai]] (the series from which Power Rangers takes footage) master toy license with [[Toei Company|Toei]].

A sister company, [[Bandai Spirits]], was established on 15 February 2018. On 1 April 2018, the division of Bandai that dealt with products for adult customers (including figures and plastic models) as well as [[Banpresto]]'s prizes business were transferred over to Bandai Spirits.<ref>{{cite web |url=https://www.bandainamco.co.jp/cgi-bin/releases/index.cgi/file/view/6091?entry_id=5509 |title=Notice Regarding Reorganization of Subsidiaries |date=9 February 2018 |website=Bandai Namco |access-date=21 April 2020}}</ref>

On September 18, 2025, Bandai and Bandai Spirits jointly warned that their brand names and logos were used for AI-generated images for figures and other items on social media without permission and has received inquiries about this situation.<ref>{{cite web|url=https://www.animenewsnetwork.com/interest/2025-09-18/bandai-warns-against-ai-generated-images-using-its-trademarks/.228940|title=Bandai Warns Against AI-Generated Images Using its Trademarks|first=Ken|last=Ikura-Gross|work=Anime News Network|date=2025-09-18|access-date=2025-09-20}}</ref>

== Product lines ==

=== Scale models ===
(''incomplete list'')
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==== ''Star Wars'' ==== 
Bandai has developed kits of the following ''Star Wars'' vehicles and figures:
* ''[[Millennium Falcon]]''
* [[X-wing fighter|X-Wing]]
* [[Y-wing|Y-Wing]]
* [[TIE fighter|Tie fighter]]

=== Toys ===

* {{ill|S.H.Figuarts|ja}} line 
** [[Kira Yamato]]<ref name="kl">{{Cite web |last=Donohoo |first=Timothy |date=2024-01-27 |title=Bandai Reveals Gundam Seed Freedom Kira and Lacus Action Figures |url=https://www.cbr.com/gundam-seed-freedom-kira-lacus-bandai-action-figures-international-release/ |access-date=2024-01-29 |website=CBR}}</ref>
** [[Lacus Clyne]]<ref name="kl"/>
* ''[[Demon Slayer: Kimetsu no Yaiba]]'' Action Figures
** Tanjiro and Nezuko (2024)<ref>{{Cite web |last=Geolas |first=Paris |date=2024-01-26 |title=Demon Slayer's New Tanjiro and Nezuko Bandai Action Figures to See Worldwide Release |url=https://www.cbr.com/demon-slayer-tanjiro-nezuko-bandai-action-figures-international-release/ |access-date=2024-01-29 |website=CBR}}</ref>
** "[[Pocoyo]]" related products (2010–2012)

===Transferred to Bandai Spirits===
{{main |Bandai Spirits}}
* [[Gunpla]]
* Robot Spirits

==Corporate structure==
Bandai's headquarters is in [[Taitō, Tokyo]], [[Japan]]. The company owns offices in the United States (Bandai America), Mexico (Bandai Corporación Mexico), the United Kingdom (Bandai UK), Indonesia (Bandai Namco Indonesia), France, Spain, Taiwan, and mainland China. In the past, it owned offices in Hong Kong, South Korea, Thailand, Germany, and East Asia, which acted as distributors for Bandai products in their respective countries. Bandai is a wholly owned subsidiary of [[Bandai Namco Holdings]] and heads its parent's Toy and Hobby Content Strategic Business Unit (CSBU).

Bandai is among the largest and most profitable toy companies worldwide, alongside [[Hasbro]] and [[Mattel]]. The company focuses on creating unique and innovative products for its consumers, and to bend established conventions within the industry; its slogan, "Break out of the box" was made in reference to this.<ref>{{cite web |title=Overview |url=https://www.bandai.co.jp/e/ |website=www.bandai.co.jp |publisher=Bandai |access-date=22 October 2020 |archive-url=https://web.archive.org/web/20200918073432/https://www.bandai.co.jp/e/ |archive-date=18 September 2020 |location=Japan}}</ref>

===Subsidiaries===
[[File:BANDAI Hobby Center バンダイホビーセンター - panoramio.jpg|thumb|right|The Bandai Hobby Center in [[Aoi-ku, Shizuoka]]]]
Bandai Spirits Co., Ltd. produces figurines and plastic models targeted towards older demographics, utilizing popular licenses such as ''[[Mobile Suit Gundam]]'', ''[[One Piece]]'', ''[[Pokémon]]'', ''[[Kirby (series)|Kirby]]'', [[Disney]], ''[[Star Wars]]'', ''[[Hatsune Miku]]'', ''[[Dragon Ball]]'', ''[[Demon Slayer: Kimetsu no Yaiba|Demon Slayer]]'', ''[[Kamen Rider]]'', ''[[Super Sentai]]'', ''[[Ultraman]]'', and ''[[My Hero Academia]]''.

Bandai produces confectioneries, board games, and capsule toys through its subsidiary MegaHouse Corporation, which also releases toys and figurines under its MegaToy label. MegaHouse also holds the license for the [[Rubik's Cube]] in Japan, and has created multiple variations of the toy specifically for Japanese audiences. Manga series, television shows, and character-themed products are created by the Plex subsidiary.<ref>{{cite web |last1=Pineda|first1=Rafael Antonio|title=Bandai's Plex Subsidiary to Absorb Tamagotchi Developer Wiz |url=https://www.animenewsnetwork.com/news/2019-02-08/bandai-plex-subsidiary-to-absorb-tamagotchi-developer-wiz/.143150 |website=[[Anime News Network]] |access-date=24 October 2020 |archive-url=https://web.archive.org/web/20190208164637/https://www.animenewsnetwork.com/news/2019-02-08/bandai-plex-subsidiary-to-absorb-tamagotchi-developer-wiz/.143150 |archive-date=8 February 2019 |date=8 February 2019}}</ref>

==See also==
* [[List of game manufacturers]]
* [[Fisher-Price]]
* [[Hasbro]]
* [[The Lego Group|LEGO]]
* [[Mattel]]
* [[Spin Master]]
* [[MGA Entertainment]]
* [[Tomy|TOMY]]

==Notes==
{{notelist}}

==References==
{{reflist}}

==External links==
{{Commons category}}
*{{URL|www.bandai.co.jp|Official website}} (Japan)
*{{Official website}} (North America)
*{{URL|www.bandai.co.uk|Official website}} (UK)

{{Bandai Namco}}
{{Bandai Namco Hardware}}
{{Scale model brands}}
{{Authority control}}
{{Portal bar|Japan|Tokyo|Companies}}

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