BANDAI SPIRITS Co., Ltd. of Japan announced today that its model kit products will be reorganized into a new brand, "BANDAI HOBBY". The company also introduced the newly designed "BANDAI HOBBY logo" and its underlying philosophy, aiming to deliver the "joy of creation" and the "excitement of play" to fans worldwide.
BANDAI SPIRITS, a subsidiary established by the Bandai Namco Group on February 15, 2018, centralizes and strengthens the management of planning, development, production, and sales for products previously under BANDAI, such as the official online store PREMIUM BANDAI, Gunpla and other model kits, the adult collector toy brand TAMASHII NATIONS, Ichiban Kuji, and the BANPRESTO prize figure brand BANPRESTO. Through works infused with "SPIRITS," the company aims to maximize the value of each IP.
Among these, model kits such as the Gundam model "Gunpla" (GUNPLA), 30 MINUTES series, and Figure-rise series, developed and produced by the BANDAI HOBBY division, have long been referred to as Bandai model kits without a fixed brand name. This time, the official announcement reorganizes them into the new brand "BANDAI HOBBY." The brand logo is designed using its initials: the blue "B" symbolizes works infused with spirit and creativity beyond imagination, while the red "H" symbolizes the joy, happiness, and emotion born from the products. The V-shaped runner frame enclosing both letters represents the wings that carry everything to fans worldwide.
Furthermore, BANDAI SPIRITS simultaneously announced the establishment of the tabletop game brand "BANDAI TABLETOP GAMES". Leveraging the model-making techniques cultivated by BANDAI HOBBY over many years, the brand will successively launch products in the second half of 2026, such as the Mobile Suit Gundam wargame 'GUNDAM ASSEMBLE' and the Pokémon dice battle game 'PLAKORO', which feature the three characteristics of creation, play, and connection.
via： BANDAI SPIRITS