Localization Path of Global IP: Taking BANDAI's Integrated Marketing Strategy as an Example

Abstract

The market for anime and tokusatsu IP derivatives continues to expand, with BANDAI maintaining a dominant position through its “content–creation–commercialization–immersive experience” strategy. Although Chinese licensed figurine companies have experienced rapid growth leveraging international IPs such as Ultraman and Kamen Rider, they still face three key challenges: dependence on leading IPs, insufficient localization, and limited global distribution channels.This study mainly explores how Chinese figurine enterprises can systematically draw on BANDAI's integrated marketing strategy to achieve localized reconstruction and global output of international IP. This article uses case analysis to compare the marketing matrices of Bloks Group Limited (Ultraman Building Man Toy) and BANDAI (GUNDAM Model), and collects cross-border sales data and user feedback from companies such as 52TOYS and TOP TOY. However, the overseas revenue of Chinese toy companies still accounts for less than 15%, and the lack of immersive physical experiences has become a key limiting factor. Therefore, the success path of Chinese enterprises lies in building a "dual circulation" ecosystem. The research results indicate that Bloks Group Limited can learn from BANDAI's cross media narrative strategy and drive toy sales by launching animations; 52TOYS replicated the user co-creation model, and its prototype creation competition attracted 30000 participants.