What Is Good Smile Company? The Nendoroid and figma Maker, Explained
Good Smile Company is the name stamped on a huge share of the anime figures collectors chase, from palm-sized Nendoroid to fully poseable figma. If you have ever wondered who actually makes those figures, this guide answers it: what Good Smile Company is, the three figure lines that define it, how it differs from a prize-figure maker like Banpresto, and how to buy its figures if you live outside Japan.
The short version: Good Smile Company is one of Japan's largest and most recognizable collector-figure makers, founded in 2001, and its Nendoroid, figma, and Pop Up Parade lines cover almost every price point a fan could want.
What Is Good Smile Company?
Good Smile Company is a Japanese hobby manufacturer that plans, produces, and sells PVC character figures based on anime, manga, and video games. It was founded on May 1, 2001, by Aki Takanori, and is headquartered in the Chiyoda ward of Tokyo, close to Akihabara.
The company did not start in figures at all. It began as an event-management and talent business, released its first figure in 2004, and pivoted to hobby products after it began working with the sculpting studio Max Factory. That partnership still shapes the lineup today.
Today Good Smile Company is a good deal more than a figure label. It runs Good Smile Racing, a motorsport team established in 2008 that won the GT300 class championship in 2011 with Hatsune Miku-themed cars, and it has published video games such as Touhou LostWord. But for most collectors, the company is defined by three figure lines.
The 3 Good Smile Company Figure Lines Collectors Should Know
Almost everything Good Smile Company is famous for sits in one of three lines. They are built for different budgets and different kinds of display, so knowing which is which saves money before you preorder.
| Line | Launched | Type | Typical height | Best for |
|---|---|---|---|---|
| Nendoroid | 2006 | Chibi, swappable parts | ~10 cm | Cute, poseable, expression swaps |
| figma | 2008 | Articulated action figure | ~13-16 cm | Dynamic posing |
| Pop Up Parade | 2019 | Fixed-pose statue | 17-18 cm | Affordable shelf display |
Nendoroid (2006): the 10 cm face-swapping icon
A Nendoroid is a stylized chibi figure roughly 10 cm tall, with a large head, a small body, and interchangeable faces and parts. The first Nendoroid, Neco Arc from Tsukihime, was shown at Wonder Festival 2006, and the format has barely changed since.
The appeal is customization. A single Nendoroid ships with alternate faceplates, hands, and accessories so you can change its expression and pose, and Good Smile Company has released well over 5,000 face plates across the range. If you want the deeper breakdown, see our guide on Nendoroid vs figma.
figma (2008): the articulated line built by Max Factory
figma is Good Smile Company's articulated action-figure line, aimed at collectors who want dynamic, gravity-defying poses rather than a fixed statue. Figures stand about 13-16 cm tall and are loaded with joints, plus swappable faceplates and hands.
Here is the nuance that trips people up: figma is developed and produced by Max Factory, and Good Smile Company handles its distribution. The line launched in 2008 with a special-edition Haruhi Suzumiya (product code SP001) bundled with a PlayStation 2 game on January 31, 2008, followed by Yuki Nagato as the first standard release the next month.
Pop Up Parade (2019): the affordable, fast-shipping statue
Pop Up Parade is Good Smile Company's answer to figure prices climbing out of reach. Launched in 2019, each standard figure is 17-18 cm tall (roughly 1/10 scale), priced around 3,900 yen, and scheduled to ship about four months after preorders close.
Unlike a Nendoroid or figma, a Pop Up Parade figure is a single fixed pose with no swappable parts. That is the trade that keeps it cheap and quick. For the full concept, read our Pop Up Parade explainer.
Good Smile Company vs Banpresto: 2 Very Different Makers
New collectors often lump every Japanese figure maker together. Good Smile Company and Banpresto are the clearest example of why you should not.
- How you buy them. Good Smile Company figures are mostly sold by preorder through retailers, at a set retail price. Banpresto figures are prize figures, made for Japanese crane games and Ichiban Kuji lotteries, so they enter the market through arcades and lottery draws.
- Price and finish. Good Smile Company's scale-style and collector lines sit at a higher price and finish tier; prize figures are built to a lower cost so they can be given away as game prizes.
- Overlap. Both make PVC anime figures, and both are excellent. They simply target different budgets and buying habits.
If the prize-versus-retail distinction is new to you, our breakdown of prize figures vs scale figures covers it in full.
How to Buy Good Smile Company Figures (Especially From Overseas)
Because most Good Smile Company figures are preorder-driven, timing matters more than it does for a shelf toy. A few practical rules:
- Preorder windows are short. A figure is announced, opens for preorder for a limited period, and then closes. Popular pieces are often not restocked at retail price.
- Watch the ship date, not the announcement date. Many figures ship six months to a year after preorders open, so budget for a wait.
- Aftermarket prices can jump. Miss the window on a sought-after Nendoroid or figma and the resale price can climb well above the original 3,900-7,000 yen range.
- Check authenticity. Good Smile Company figures are among the most bootlegged on the market. Learn to tell real from fake with our guide on how to spot a fake anime figure.
For readers outside Japan, the biggest hurdle is simply getting stock that ships internationally, which is exactly what a Japan-based store solves.
Frequently Asked Questions
Is Good Smile Company the biggest figure maker in Japan?
It is one of the largest and most influential collector-figure makers in Japan. Between Nendoroid, figma, and Pop Up Parade, it covers more of the mainstream anime-figure market than almost any single competitor, though prize-figure specialists like Banpresto dominate the arcade and lottery side.
What is the difference between a Nendoroid and a figma?
A Nendoroid is a cute ~10 cm chibi with a big head and swappable faces. A figma is a realistically proportioned ~13-16 cm action figure built for articulation and posing. Nendoroid leans adorable; figma leans dynamic.
Does Good Smile Company actually make figma?
Not directly. figma is developed and produced by Max Factory, and Good Smile Company distributes it. The two companies have worked together since the late 2000s, which is why the figma brand is so closely tied to Good Smile Company.
Are Good Smile Company figures worth it?
For paint quality, sculpt detail, and resale value, they are widely considered among the best in the hobby. Pop Up Parade is the easiest entry point at around 3,900 yen, while scale figures and premium figma sit higher. If budget is the priority, compare formats first using our guide to anime figure scale sizes.
The Bottom Line
- Good Smile Company is a Japanese hobby maker founded on May 1, 2001, headquartered near Akihabara in Tokyo.
- Its three defining lines are Nendoroid (2006, ~10 cm chibi), figma (2008, ~13-16 cm articulated, built by Max Factory), and Pop Up Parade (2019, 17-18 cm, ~3,900 yen).
- Unlike Banpresto's prize figures, most Good Smile Company figures are sold by preorder at retail price.
- Buy within the preorder window, confirm authenticity, and use a store that ships internationally.
Where to Start Your Collection
If you want to hold a Good Smile Company figure rather than just read about one, our figures collection stocks Nendoroid, figma, and Pop Up Parade pieces alongside scale figures from other top makers, and everything ships worldwide from Japan. It is the easiest place to see the three lines side by side and decide which format fits your shelf and budget.