The Toy Book catches up with Kotaro Hama, CEO of Bandai Namco Toys & Collectibles America (BNTCA) to discuss the company’s big wins and the outlook for the future.

The Toy Book: What were some big wins for BNTCA last year?

Kotaro Hama: We successfully delivered our Gundam model kits, Tamagotchi items, and other affordable Japanese anime IP-related merchandise to a wide range of customers. In line with Bandai Namco Group’s mid-term vision, “Connect with Fans,” we have been able to engage with and reach a significant number of fans by hosting model kit experience events and distributing products through various channels that cater to the evolving needs of our customers.

TB: What key product launches is BNTCA prepping to roll out this year? 

KH: Tamagotchi has become incredibly popular in the North American market. As we shared with fans at Comic-Con International: San Diego (SDCC) and New York Comic Con (NYCC) last year, we’re expanding beyond the main units to offer a wide variety of Tamagotchi-related products. We’re also excited to introduce a new Gundam property with a lineup centered around model kits.

TB: Retail pricing has become a “state of emergency,” pitting mass and specialty retailers against each other and their vendors in a way we haven’t seen in many years. What can be done to level the playing field so that everyone has a chance to succeed?

KH: We are trying to break away from mass marketing, which relies on mass production and mass consumption. We’re trying to minimize inventory risks by delivering the right number of products to our fans at the right time through the right distribution channels. Although we are not quite there yet, we are working to avoid excessive clearance sales caused by market saturation and to build sustainable business operations.

TB: What are the biggest challenges and opportunities facing the overall industry this year, and how is BNTCNA approaching them?

KH: The major challenge is addressing the geopolitical risks caused by the concentration of production in a single location. I would like to see this as an opportunity to strengthen supply chains by restructuring global production portfolios, including the concept of ‘local production for local consumption,’ and have already begun taking measures in this direction. At the same time, I would like to achieve sustainable manufacturing practices and collaborate with consumers to understand better what constitutes a ‘high-value-added product.’

TB: Many initially thought that last year would be the year the toy industry normalized after a few chaotic years, but the results were mixed — What are your overall predictions for the state of the toy industry — and toy/game/collectibles retail — this year?

KH: Shifts in consumer values, diversification, and emerging different styles in purchasing behavior are having a significant impact, particularly in the field of games and collectible items. I also feel that we are facing limits in mass marketing in order to achieve low prices. Meanwhile, generative AI is evolving dramatically. By utilizing such tools on the manufacturing side and reducing losses in the supply chain, we should expect to see an improvement in profitability for manufacturers and distributors. I believe that such a sustainable approach is necessary for the future stabilization and normalization of the toy industry.

At the Bandai Namco Group, we are committed to working with our distribution partners to advance the industry and continue providing dreams and excitement to consumers.

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A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options