Interest
Bandai Rolls Out Capsule Figure Cans To Counter Tax Increase
posted on by Bamboo Dong
Starting April 1, for the first time since 1997, Japanese consumers are facing a rise in the national sales tax, increasing from 5 percent to 8 percent. While many retailers are worried about the slump in business, some companies have been busy finding ways to counter drops in sales.
Bandai is planning on introducing new Gashapon machines designed to dispense higher value toys in larger, can-shaped packages. According to Bandai executive officer Keisuke Okada, "we want to overcome the headwind of the tax hike by selling valuable items [at higher prices]."
While current Gashapon toys are sold in ¥100 increments, typically ¥200 total, the company believes that it would be too difficult to modify the approximately 400,000 vending machines in Japan to accept the ¥1 coins needed to cover the tax increase. Instead, these new "Gashapon Can" toys will sell for a higher price, but contain larger toys worth ¥300 to 500.
The new cylindrical packages measure 6 cm (2.3") in diameter, and 10 cm (4") in length, a little smaller than a standard US 12 oz. soda can.
The first wave of Gashapon Can machines will stock toys based on Ressha Sentai ToQger, the latest installment in Toei's Super Sentai franchise, with each selling for ¥400. The machines will be introduced on March 31, the day before the tax hike, with plans to install 20,000 units within a year.
While Bandai is relying on an overhaul of their capsule figures to weather the upcoming tax increase, some retailers are relying on another perennial bestseller—Hello Kitty. Department store Takashimaya is hoping to appeal to foreign customers visiting Japan for Hanami with an unveiling of limited edition products and special events.
Beginning April 1 and running until April 8, Takashimaya's Shinjuku location will feature professional nail artists on hand to create Hello Kitty-themed designs, along with appearances from Kitty herself. All purchases will also include a special bag featuring Kitty wearing a kimono. Hello Kitty-decorated cafes inside the store will serve pink cherry blossom lattes and Kitty-themed pancakes. Takashimaya's Osaka branch will run a similar promotion from April 10 to April 22.
[Source: Asahi Shimbum, Wall Street Journal]
