The long-awaited and hugely popular RG 1/144 Hi-ν Gundam officially hit shelves in Japan today, but instead of build reviews, the conversation has once again been dominated by the actions of scalpers. The reseller problem has become a major point of discussion in the toy industry in recent years. Factors like pandemic-related production cuts, surging demand, and an increase in unemployment have caused scalping activities to skyrocket. The ones who suffer the most, of course, are the genuine fans who find themselves unable to buy the products they love.
RG 1/144 Hi-ν Gundam Image credit:BANDAI HOBBY SITE
Scalpers Across Japan Wipe Out Hot Items on Release Day
The majority of scalpers operating in Japan are either Japanese or Chinese nationals. They range from individuals looking to make a quick buck to organized groups that hire large numbers of people to buy up stock. Many model shop employees have pointed out that these scalpers typically have zero knowledge of the products themselves; some don't even speak Japanese, walking into stores and immediately asking for an item by its ISBN number without knowing its name. Targeted products are swept off the shelves on release day, and by evening, they appear on major auction sites for 1.5 to 2 times their original price.
The "RG 1/144 Hi-ν Gundam," with an official price of 4,950 JPY (tax incl.), was listed by scalpers for double the price on its release day. Image credit:Mercari
Industry Insiders Fanning the Flames: "Am I Not Trying Hard Enough?"
While this opportunistic scalping behavior should be condemned, it has been defended by a number of economists, university professors, and even an editor from a renowned magazine in the model kit industry. Hobby Japan, a landmark modeling magazine since its founding in 1969, was at the center of a firestorm when an editor named Daisuke Ito (online handle "Pe") stated that "reselling is good for the industry's development. If you can't buy it, you're not trying hard enough." The editor was promptly fired, but the incident blew up the discussion and scrutiny surrounding scalping, forcing model kit manufacturers—especially Bandai, whose products are often the target—to take the problem more seriously.
Daisuke Ito's inappropriate comments cost him his job and eroded reader trust in Hobby Japan. Image credit:Twitter
More Production and Reruns Are Coming: Good Luck Selling That Now
The Bandai Hobby Division has recently increased production for several high-demand model kits, including the "HG 1/144 Nightingale," "RG 1/144 Hi-ν Gundam," "MG 1/100 Eclipse Gundam," "30MM SIS-G00 Rishetta [Color A]," and "ULTIMAGEAR Millennium Puzzle." Furthermore, Bandai has been announcing additional production run months around the release dates of these kits, ensuring a steady supply and dealing a direct blow to scalpers.
Scalping of the "HG 1/144 Nightingale" was the flashpoint for the Hobby Japan incident. Image credit:BANDAI HOBBY SITE
・HG 1/144 Nightingale Scheduled for reissue in September & December 2021
・MG 1/100 Eclipse Gundam Scheduled for reissue in October 2021 & January 2022
・RG 1/144 Hi-ν Gundam Scheduled for reissue in November 2021 & January 2022
・30MM SIS-G00 Rishetta [Color A] Scheduled for reissue in October & December 2021
・ULTIMAGEAR Millennium Puzzle Scheduled for reissue in late September 2021
Japanese model maker Kotobukiya has been similarly affected. Several of their recent "Bishoujo" (beautiful girl) model kits, including lines like "Megami Device" and "Sousai Shojo Teien," have boasted exceptional quality and design. Their popularity has naturally made them targets for scalpers. Kits like "Madoka Yuki [Touou High School Winter Uniform]" and "Megami Device Sugumi Kanagata" have seen their prices inflated. In response, Kotobukiya began announcing reissues and production schedules even earlier than Bandai, and has implemented one-per-customer limits and lottery sales on its official online shop.
・Megami Device Sugumi Kanagata Scheduled for reissue in November 2021
Designed with input from mecha designer Kanetake Ebikawa, the "Megami Device Sugumi Kanagata" features impressive oversized armaments and is extremely popular. Image credit:KOTOBUKIYA
The "Megami Device Sugumi Kanagata," originally priced at 10,450 JPY (tax incl.), has been scalped for as high as 15,000 JPY. Image credit:Mercari
Turning "New" into "Used" and Quizzing Customers
It's not just the manufacturers fighting back; retailers are also devising clever countermeasures to win consumer trust. A recent tactic by the Nagoya-based toy store "Omocha no Micky" has earned widespread praise. When selling popular, hard-to-find model kits, the store requires that the inner plastic bags be opened and a piece of the runner be clipped off at the time of purchase. This means scalpers can no longer sell the item as "brand new," drastically reducing its resale value without causing any real loss to a genuine builder. It's a truly brilliant move.
A notice inside the "Omocha no Micky" store. Image credit:Omocha no Micky
Even more aggressive is the major electronics chain "Yodobashi." The retailer previously made headlines during the rush for the "METAL BUILD EVANGELION" by requiring suspected Chinese scalpers to state the product's name before they could purchase it. For today's "RG 1/144 Hi-ν Gundam" release, they implemented a one-per-person limit, distributed numbered tickets to prevent line-cutting, and stamped the store's seal on the box. There are even reports from some locations of staff quizzing people in line to identify scalpers and unceremoniously asking them to leave. These hardline tactics have been met with applause.
A Chinese scalper becomes angry after being unable to state the product's name in Japanese. Image credit:FNN Prime Online
Yodobashi has rolled out a series of measures to strictly combat scalpers. Image credit:Twitter
Despite all these efforts, it's unfortunate to report that many scalpers still managed to list the "RG 1/144 Hi-ν Gundam" for sale, with most listings already sold out. Manufacturers and retailers are continuing to brainstorm more effective ways to combat scalping, but ultimately, the solution lies with the consumers. Having the discipline and patience to wait a few more months for a reissue is the best way to ensure that scalpers have no opportunity to profit.