BANDAI SPIRITS
STORY

The birth of a series, sparked by the rise of nuikatsu

The Chibigurumi series was born in 2021. In response to the popularization of miniature crane games and the growing nuikatsu trend, where fans bring plush toys along for trips and meals to take photos and share them on social media, we set out to develop plush toys that are smaller and more portable.

Chibigurumi are defined by three key characteristics. The first is their size—each toy is just 11 cm in total length. The second is the baby-like charm of their faces, which feature striking eyes that gaze straight ahead and a faint blush on the cheeks. The third is their proportions. The head makes up nearly half of the entire body, their limbs are tiny, and their hands are raised in a celebratory pose.

While brainstorming the idea of launching a brand of small plush toys, we came up with a stylized design that highlighted each character’s traits, which eventually became Chibigurumi.

A sense of speed—the secret to popularity

With over 20 releases to date, products from the popular series of Chibigurumi based on Blue Lock were launched one after another during the airing of the anime. They gradually gained momentum, and ultimately, they were in such high demand that lines formed at the crane game machines. We believe that part of the reason for their popularity was how quickly we were able to bring the Blue Lock plush toys to market, as well as how we launched new items at optimal times in line with the anime's progression.

As a result, word of mouth spread among Blue Lock fans, and the number of posts about Chibigurumi increased on social media. In addition, more and more people began bringing their Chibigurumi to events, further accelerating their growth in popularity. Even now, we emphasize the importance of working with a sense of speed when it comes to launching Chibigurumi based on new IP.

The challenge of designing stylized looks that highlight individuality

The biggest challenge in creating Chibigurumi is designing a stylized look. Because the character’s traits and detailed outfits need to fit into a tiny 11-cm form, we work to pinpoint the true identity of the character so that we can find the optimal balance between which elements to preserve and which to simplify. For example, if multiple characters wear the same outfit but are distinguished by subtle differences in the details, it can be challenging to capture those distinctions in such small garments.

Another challenge is creating Chibigurumi based on real people. After carefully identifying the unique traits of the person, we try to incorporate the three key features of Chibigurumi to create the stylized look. For the four-member K-pop girl group aespa, we studied their features in great detail, down to the angle of their eyebrows and the corners of their eyes, their hairstyles at the time the song was released, and the color of their eyes, making adjustments along the way to capture their true essence.

Furthermore, achieving a "cute balance" of parts is also crucial. Because the toys are so small, even minor discrepancies end up standing out as major flaws. We pay close attention to the finest details, making adjustments for embroidery misalignments as small as one millimeter.

A growing male fan base and new Chibigurumi initiatives

We are proud that Chibigurumi has become one of the most well-known plush toy amusement prize series. The key reason for its popularity is the fact that we have released items based on over 100 titles in the five years since the initial launch, catering to a wide range of users. Chibigurumi are mainly marketed to women, but the Gakuen Idolmaster Chibigurumi were also well-received by men. Going forward, we hope to set our sights on various possibilities to develop Chibigurumi products that will satisfy all kinds of users.

We have also been launching new initiatives starting in 2025. In April, we released Chibigurumi Maker, an online tool for creating original Chibigurumi illustrations. Users can freely mix and match hairstyles, face parts, and clothes, allowing anyone to create Chibigurumi versions of their favorite characters or idols, or even themselves.

In October, a Chibigurumi Festival will be held in Ikebukuro. This event commemorates the five-year anniversary of the establishment of the brand. Visitors will be greeted by the over 1,000 Chibigurumi that have been released so far. In addition, Chibigurumi clothes featuring the same designs as garments that are available on Chibigurumi Maker will be sold at the festival. This allows fans to dress their Chibigurumi in outfits that match those worn by the Chibigurumi illustrations they created based on themselves, or their favorite characters or idols.

Eye-catching quality expected of game prizes

Chibigurumi differ from plush toys sold at retail stores in that they can only be obtained by playing crane games. This is why we are so focused on creating products of a level of quality that will make people want to win them and take them home by all means necessary.

According to feedback from customers, the Chibigurumi we have released to date are all cute and lovable. Currently, Chibigurumi users are primarily fans of the IP and artists that they are based on, but we hope the products will eventually grow into something that people will pick up just because they like the cute look of the Chibigurumi themselves, even if they aren't familiar with the characters.

Striving to develop plush toys that transcend borders

We are now exploring new possibilities to further build momentum for the Chibigurumi brand. One of our plans is to open an official physical shop for Chibigurumi. In addition to installing in-store crane game machines, we plan for the shop to offer official merchandise that will also be available at the Chibigurumi Festival, such as Chibigurumi stands, dedicated plush toy carrier bags, and dress-up outfits. Ultimately, we plan to expand beyond arcade locations and are considering roll-outs at lifestyle touchpoints that are even closer to our customers.

We are also expanding the brand overseas. Around 30 pop-up shops are scheduled to open in China this fiscal year alone. China is also seeing a rise in the nuikatsu trend, where fans cover their bags with their favorite character goods or bring merchandise along with them when they go out to eat. This trend explains why Chibigurumi has also been met with a positive reception.

We hope to someday transform Chibigurumi into a product series that is loved all over the world. It may be an ambitious goal, but this is our vision.