Gunpla and model kit market data: what Bandai Spirits and toy-industry data reveal
Gunpla is the most documented corner of the anime model-kit market. The available figures come from Bandai Spirits unit shipments, Bandai Namco's Gundam franchise sales, and Japan Toy Association hobby totals.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: Bandai Spirits announced that cumulative Gunpla shipments exceeded 800 million units in September 2024. Bandai Namco's Gundam series groupwide net sales grew from ¥79.3 billion in FY2019.3 to ¥153.5 billion in FY2025.3. Japan's broader hobby market, which includes plastic models such as Gunpla, was ¥196.0 billion in fiscal 2025 according to the Japan Toy Association. No official body isolates Gunpla revenue from the rest of the hobby category.
Gunpla's documented unit milestone
Bandai Spirits, the division behind the Gundam plastic-model brand, reported that cumulative Gunpla shipments exceeded 800 million units in September 2024. The milestone covers the full history of the Gundam model-kit line.
That unit count measures shipments, not consumer purchases or end-user revenue. It is still the most authoritative public number for the scale of the Gunpla business.
Gundam franchise sales inside Bandai Namco
Bandai Namco's integrated reporting treats the Gundam series as a franchise group. Groupwide net sales for Gundam rose from ¥79.3 billion in FY2019.3 to ¥153.5 billion in FY2025.3.
That ¥153.5 billion includes toys, hobby, games, and other Gundam-related business. It is not a Gunpla-only figure, but it shows why the franchise is material to the company's results.
Bandai Namco integrated report feature. FY2019.3 to FY2025.3 Gundam series groupwide net sales.| Fiscal year | Gundam group net sales |
|---|
| FY2019.3 | ¥79.3B |
| FY2025.3 | ¥153.5B |
| Change | +93.6% |
How Japan's hobby market frames the category
The Japan Toy Association measures the domestic hobby category, which includes plastic models, figures, radio-controlled vehicles, and model railways, at ¥196.0 billion in fiscal 2025.
The association notes that every hobby subcategory, including plastic models, exceeded the previous year. That points to growth but does not split plastic models from figures or other hobby segments.
Bandai Namco is expanding model-kit production capacity
Bandai Namco has cited strong Gunpla demand as the reason for expanding production. The new Bandai Hobby Center Production Division II facility is intended to raise model-kit production capacity by roughly 35% compared with FY2024.3.
The investment suggests the company expects sustained demand, but it does not convert directly into a revenue forecast for Gunpla alone.
Methodology caveats
Gunpla shipments and Gundam franchise sales come from Bandai Spirits and Bandai Namco disclosures. They describe one company's products, not the entire Japanese or global plastic-model market.
The Japan Toy Association hobby total is a broader retail-price measure that bundles plastic models with many other products. It is useful as context, not as a Gunpla revenue estimate.
No standalone Gunpla market size exists: The best public data points are 800 million-plus cumulative shipments, ¥153.5 billion in Gundam group sales, and a ¥196.0 billion hobby market. Gunpla revenue is not reported separately.
Frequently asked questions
How many Gunpla kits have been sold?
Bandai Spirits reported cumulative Gunpla shipments exceeded 800 million units in September 2024.
What is the market size of Gunpla?
There is no official Gunpla-only market size. The broader Japan Toy Association hobby category, which includes plastic models, was ¥196.0 billion in fiscal 2025.
How much revenue does the Gundam franchise generate?
Bandai Namco reported Gundam series groupwide net sales of ¥153.5 billion in FY2025.3, up from ¥79.3 billion in FY2019.3. That total includes toys, games, and other franchise business, not just model kits.
Is Gunpla production increasing?
Bandai Namco is adding capacity through a new production division that is expected to raise model-kit production capacity by about 35% compared with FY2024.3.