Bandai Launches First French Gashapon Store in Paris, Partnering with King Jouet
Paris, April 3, 2026 – Japanese toy giant Bandai, the world’s second-largest toy manufacturer, has officially opened its first dedicated gashapon store in France. Located on the bustling Avenue de Rivoli in Paris, the new establishment is a collaboration with French toy retailer King Jouet and marks a significant expansion for Bandai in the European market.
The store, which opened its doors on Friday, April 2, 2026, introduces the popular Japanese “gashapon” concept to French consumers. Gashapon involves customers inserting tokens into a machine, turning a crank, and receiving a plastic capsule containing a small toy, figurine, or keychain.
A Unique Retail Experience and Strategic Expansion
Koji Iwata, President of Bandai Europe, highlighted that this Parisian store is the first of its kind in France and the sixth in Europe, following successful launches in the United Kingdom, Germany, Switzerland, Italy, and Spain. Globally, Bandai operates over 400 such stores, with a strong presence in Japan.
The Paris store boasts an impressive 300 gashapon machines, featuring dozens of Bandai’s popular licenses, including Super Mario, Minecraft, Dragonball Z, and Tamagotchi. “The experience is key,” stated Iwata, emphasizing the interactive nature of the gashapon concept.
Sustainability and Market Growth
Bandai is also addressing environmental concerns by actively recycling a significant portion of its plastic capsules to produce new ones. The company is also exploring alternative materials for its toys, demonstrating a commitment to sustainability.
The global market for encapsulated toys has seen remarkable growth, doubling since 2020 to reach 2 billion euros. This surge in popularity, particularly in Japan, underscores the potential for the gashapon concept in new markets.
King Jouet’s Strategic Move into the “Kidult” Market
For King Jouet, the partnership with Bandai represents a strategic move into the growing “kidult” market, targeting adolescents and adults who enjoy toys and games. Philippe Gueydon, CEO of King Jouet, stated that this segment is crucial for offsetting the decline in the traditional children’s toy market, which has been impacted by falling birth rates.
The Paris Gashapon store is projected to generate an annual turnover of 1.5 million euros, according to Gueydon. He added that the store “represents the spirit of Japan and Bandai,” offering “licensed, collectible products” that appeal to a broad demographic.
Industry Concerns Amidst Global Tensions
Despite the excitement surrounding the new venture, both Iwata and Gueydon expressed concerns about the potential economic impact of the ongoing conflict in the Middle East. “If the war continues, it will affect costs and availability,” commented Iwata. Gueydon echoed these sentiments, noting that while no immediate impact is visible, there are long-term worries about inflation.
Bandai’s European headquarters (excluding the UK and Spain) are located in Lyon, France, further solidifying its presence in the region.
Source: https://www.boursedirect.fr/en/news/category/economie/bandai-ouvre-sa-premiere-boutique-a-paris-en-partenariat-avec-king-jouet-afp-8cf449b4ca9dd53266199c1f9c10f1e9710776d8
