Bandai Toys SWOT Analysis, USP & Competitors

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SWOT Analysis of Bandai Toys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bandai Toys

Parent Company

Namco Bandai


Toy Brands & Manufacturers


Media and Entertainment

Tagline/ Slogan

Dreams and creations


Catchy toy names and characters along with toys featuring well known cartoon characters



Age group, preference of characters, gender

Target Group

Children (0-14 years) liking European and US characters and other popular series’ characters, toys associated with characters and not the figurines alone


Makes toys and games featuring characters with action appeal

SWOT Analysis


1. Major focus on characters popular for action appeal
2. Makes accompanying audio visual games
3. Popular characters like Ben 10, power rangers and Pokemon captured major market for toys
4. Strategic bases in Asia to provide production side support

5. Introduction of niche toys like virtual pets


1. Limited reach in the global market
2. Limited brand awareness compared to global manufacturers
3. Low marketing focus outside Japan


1. High growth in hobby and collectors business
2. Demand for Japanese cartoon characters in world toy market
3. Large audience for character based video games


1. No exclusivity for characters
2. Cheap replicas available

3. Intense competition from Nintendo in video games



1. Mattel Inc.
2. Hasbro Inc
3.Nintendo Co. Ltd.

The table above concludes the Bandai Toys SWOT analysis along with its marketing and brand parameters.


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