How Classic and Well-known Anime IPs Drive the Development of Peripheral Industries: A Case Study of Bandai Namco's Marketing of Mobile Suit Gundam

Abstract

With the development of the socio-economic conditions, people's demand for spiritual needs is also increasing the cultural industry plays an increasingly important role in modern society. Anime and games, as integral components of the cultural industry, have a wide audience (especially among young people) and market demand. Simultaneously, consumer spending related to anime intellectual properties (IPs) has entered a high-growth phase. Anime IPs, as a vital part of the anime industry, possess unique appeal and influence. Anime game IPs, as distinctive cultural symbols, represent not only characters or stories but also brands with a large fan base and significant commercial potential. The purpose of this article is to explore how classic and well-known anime IPs drive the development of peripheral industries. Taking Bandai Namco's marketing of Mobile Suit Gundam as an example, by analyzing its successful marketing strategies and the development of peripheral industries, the aim is to reveal how anime IPs maximize their value through innovative peripheral products, marketing promotions, and collaborations with other industries. This study also aims to provide insights and inspiration for the operation of other anime IPs.