Gachapon ガチャポン
- Published on : 21/03/2019
- by : S.V.
- Youtube
Surprise toy!
The instructions for the encapsulated toy vending machines called gachapon are simple: insert the indicated amount and then turn the crank. " Gacha! " A small plastic capsule falls into the receptacle. "Pon!" What toy or adorable little figurine will you get? This little surprise effect has been the popularity of gachapon for more than 50 years!
The Japanese version of an American principle
On February 17, 1965, Ryuzo Shigeta, affectionately known as Gacha Gacha ojisan (grandfather of the gachapon), founded Penny Shokai, Japan's first toy vending machine manufacturing and sales company.
Based in the Asakusa district of Tokyo, Shigeta had been nurturing this idea since receiving a chewing gum dispenser from an American supplier a few months earlier. Shigeta immediately sees the commercial potential of such machines but insists on making a major modification.
In machines, stamped USA, confectionery, and toys are arranged loosely in the glass globe. The businessman innovates and creates small plastic capsules inside which the toys take place. The gachapon was born.
Impossible to miss them
Today, gachapon are everywhere with more than 360,000 vending machines in the country!
Installed in front of konbini, in shopping malls, tourist spots, arcades, train stations, restaurants, and even in big brands like Bic Camera, Yodobashi, Aeon, Loft, etc... these little machines generate every year 30 billion yen in sales.
A simply dizzying amount; especially when you know that you only have to pay between 100 and 500 yen to buy one of the figurines or accessories offered. A very modest sum that greatly contributed to the success of the gachapon.
Gachapon vintage in front of a store
Jun OHWADA
A permanent innovation
The appeal of novelty also plays an important role in this Japanese success story. No less than 150 new toys, all brands combined, are put on the market each month.
As such, the Bandai firm, which entered this flourishing market in 1977, has been able to do well thanks to powerful franchises such as Gundam, Dragon Ball, Anpanman, Doraemon, and Yo-kai Watch. Under its trademark " Gashapon ", the company has sold more than 3.4 billion toys in 40 years. Bandai is currently approaching 70% of the toy distributor market.
The other main manufacturer is called Takara Tomy Arts and is none other than the heir of Penny Shokai. Takara Tomy Arts markets under the name " Gacha " figurines and toys from the franchises Sanrio, Pokemon, Disney,…
Gachapon in a Yodobashi store
Laika ac
For all tastes
If the gachapon originally targeted children, the brands have managed to conquer over time the adult public by diversifying the products and models; sometimes forming links with confectionery companies or clothing brands.
The gachapon offers a completely delirious variety of objects: figurines with the effigy of manga and anime characters, key chains, cards, badges, telephone jewelry, toys to mix, various and varied reproductions (trains, famous monuments, animals, insects, or food products) or even hats for cats!
Most diehard fans buy the missing pieces from their collection in toy or second-hand stores. To respond to the craze, Bandai and Takara Tomy Arts have put a localization service for their machines online, specifying the models available as well as the release dates of new products.
Gachapon shop in Akihabara, Tokyo
Ubahnverleih
A full-fledged symbol of Japanese pop culture, the gachapon also seduces tourists. During your stay in the archipelago, you definitely cannot miss it. These figurines and goodies of all kinds are the ideal little souvenir gift!
