Bandai Launches First Gashapon Store in Paris, Partnering with King Jouet
Paris, April 3 – Bandai, the world’s second-largest toy manufacturer, has officially opened its first Gashapon store in France. Located on the bustling Avenue de Rivoli in Paris, the store is a collaboration with French toy retailer King Jouet and specializes in encapsulated toys sold through vending machines. The opening marks a significant step for Bandai in the European market, further expanding the reach of this popular Japanese concept.
A Unique Retail Experience for All Ages
The new Parisian store is the sixth Gashapon outlet in Europe, following successful launches in the United Kingdom, Germany, Switzerland, Italy, and Spain. Globally, Bandai boasts over 400 such stores, with a strong presence in its home country, Japan. The Gashapon concept allows customers to insert tokens, turn a dial, and receive a plastic capsule containing a small toy, figurine, or keychain.
Koji Iwata, President of Bandai Europe, emphasized the importance of the customer experience. “The experience is key,” he stated. The Paris store houses 300 machines, offering dozens of Bandai licenses, including popular franchises like Super Mario, Minecraft, Dragonball Z, and Tamagotchi. This diverse offering aims to appeal to a broad audience, from children to adult collectors, a segment King Jouet is actively targeting.
Sustainability and Market Growth
Bandai is also addressing environmental concerns related to its plastic capsules. Iwata noted that a significant portion of these capsules are recycled to produce new ones, and the company is actively exploring alternative materials for its toys and games. The global market for encapsulated toys has seen substantial growth, doubling since 2020 to reach an estimated 2 billion euros.
Philippe Gueydon, CEO of King Jouet, projects an annual turnover of 1.5 million euros for the Paris Gashapon store. He highlighted that the store “represents the spirit of Japan and Bandai,” offering “licensed, collectible products” that cater to both children and adults. This strategy aligns with King Jouet’s focus on the “kidult” market, which involves games and toys for adolescents and adults, to offset the decline in the traditional children’s toy market due to lower birth rates.
Economic Concerns Amidst Global Instability
Despite the optimistic outlook for the new store, both Iwata and Gueydon expressed concerns about the potential impact of the ongoing conflict in the Middle East. “If the war lasts, it will affect costs and availability,” said Iwata. Gueydon echoed these sentiments, stating, “It brings back inflation. If we look today, nothing is happening, but in the longer term, we are worried.”
Bandai, headquartered in Lyon for its European operations (excluding the UK and Spain), continues to be a major player in the global toy industry, second only to Lego. The opening of the Paris Gashapon store signifies its commitment to innovation and expanding its unique retail concepts across international markets.
