How this Company Broke the Figure Industry

the figure industry is growing and it's changing fast spearheading that change is good smile company looking to capitalize on new collectors entering the market and they're doing that by making figures for their brand popup parade we briefly explained pop-up parade in our pricing video but the main jits of it is that this brand has sort of created a new pricing tier for figures beforehand Figures were either relatively cheap or expensive also these kinds of figures usually only tackle really popular characters or franchises like hatun Miku or chainsaw man but now there's a new tier we're calling the middle tier and this is the gap that pop-up parade is filling they're making figures for anime and characters that often don't get figures producing them on an expedit timeline and are pricing them somewhere in between cheap and expensive figures why popup parade is so unique and special is that they're meant to be released around 4 months from announcement scales usually take around a year or longer between pre-ordering and actually receiving the figure also pop-up parades are meant to go through more quality control so stuff like paint jobs and molding are made sure to be in consistent quality whereas prize figures are kind of just shot out of factories without much vetting this is really important because if a popular anime like say Boi The Rock comes out good smile company can release a quality controlled figure within months of the anime airing a scale would likely take over a year and prize figures would lack much quality control Popa parade was largely driven by three people UT Takagi shui toi and Erica the three of them work at good smile company's planning department and join together to bring the benefits of prize figures and scales together for mass production their target audience was who they call light users people who are either just starting to collect figures or aren't looking to own massive collections also they're targeting International markets noting that while China and North America are more into new anime releases Europe is more into older series like from the 9s and that's probably part of the reason why pop-up parades produce figures for anime that are over a decade old scales can take up a lot of real estate on a shelf and can cost an enormous amount of money most people who own figures likely are looking for something more easy to collect and put together by the way the setups for pop-up parades are super easy as well usually as easy as prize figures thanks to the general Simplicity of popup parades and good smile company's quick production there are now tons of averagely priced figures for a whole variety of anime fans but there are drawbacks of course for one the consistency element has made many of these figures a bit boring in design we know many people like these designs but but at the same time a lot of Veteran collectors complain about their Dess or lack of ambition obviously that's all subjective and up to you another grip most people have for pop-up parade is the Bas most figures even prize figures have some sort of creative base design but these figures bases are let's just say underwhelming the balance to strike with popup parades is that in terms of design bases or getting a character's likeness down these may not be the best figures but these figures are exploring new ground in that they're making affordable figures for anime that many fans find little figures of not to mention popup parade is no longer alone fuyu has also recently started their own brand doing the same thing called tenal and to be honest in terms of design tenal is doing way more ambitious stuff but again all this shows just how much and how fast things are changing in the figure industry

Channel: Solaris Japan

Views: 167,356

Keywords: anime figure, anime figures, banpresto, figure, figures, good smile company, gsc, hololive, kotobukiya, mecha gaikotsu, nendoroid, pop up parade, popup parade, solaris, solarisjapan

Id: YPBJQtZvul0

Length: 4min 8sec (248 seconds)

Published: Wed Nov 08 2023