Bandai has brought its Tamashii Nations and S.H. Figuarts figures brands under newly acquired Bluefin as it seeks to expand distribution with mass retailers in the U.S.

Bandai, which purchased one-time distributor Bluefin last fall, previously had separate management for the brands, which develop figures relating to Dragonball Z, Street Fighter, Godzilla, Naruto Shippuden and others. Bluefin also will continue to distribute product for independent studios such as Storm Entertainment, Flame Toys and Studio Ghibli, but has parted with Blitzway.

“Originally we had people under each line and now we have one brand team to push everything” says Bluefin Brand Manager Shizuko Fujimoto.

As part of the new strategy, some lower-priced figures will be introduced under the Tamashii Nations brand as Bandai increases production to hit lower prices, says Fujimoto. For example, some new figures based on Sunrise’s anime series “Gundam” will be priced at $25, about half the prior price point. Tamashii also will continue products in the $150-$300 range, and S.H. Figuarts will remain focused on figures priced $60 and up.

“The Tamashii products were a little too expensive to be collector-friendly, so we are lowering the price, but with the same quality and articulation,” says Fujimoto. “We want the entry point to be as low as possible to expand distribution.”

Contact:

Bluefin, Shizuko Fujimoto, Senior Brand Mgr., 949-553-8800 x121, fujimoto@bluefincorp.com