Our study of figure manufacturer price and scaling data continues with arguably the most recognizable name in the industry, Good Smile Company. Based on the data presented below, we’ll be comparing it with Alter’s and make some conclusions and fearless forecasts (maybe not, but I can try to) on what Good Smile’s future product lines may be like. Take note that the data presented only represents scale figures, meaning no data on Nendoroids are included whatsoever. I may do a study on Nendoroids in the future but that shall come later.
Upon viewing the data above, one can immediately see that production numbers of scale figures for GSC are quite less than that of Alter’s. The reason for this is twofold. One, GSC tends to make more Nendoroids than scale figures due to lesser costs and simpler processes to produce them. If one were to compare Nendoroid numbers to scale figures released, then it would be understandable why GSC’s numbers are less than a company like Alter that concentrates solely on scale figures. Another reason I could think of is that the Nendoroid division of GSC might be earning greater profits than that of the scale figures, hence the disparity in releases. The other reason is that more than just being a manufacturing company, GSC’s main line of business is really that of being a distributor. If one were to simply look at GSC’s web site section for scale figures and inspect, one would be surprised at how few GSC manufactured figures really are compared to figures that they distribute for other manufacturers such as Max Factory (which I will cover next), FREEing, Gift, etc.
In terms of pricing, early on GSC, compared to Alter, was actually charging higher prices on the average per figure. However, in 2007, GSC decides to match Alter’s “sweet spot” of 4800 yen possibly to prioritize volume shipments rather than margins per figure. Both manufacturers increased prices between 2007 and 2008 but by that time, roles were reversed with Alter charging higher prices per figure. Now here’s the sort of confusing part. Look at 2010 to 2011. Most of GSC’s figures are priced at an unholy 9800 yen compared to Alter who charges at 7140 yen. One might say, “hey, I told you GSC milks my wallet more” but in truth it’s quite the opposite. Alter charges 7140 yen as the minimum price, meaning a lot of their figures are actually above that price (8190 yen and above comprise 52% of their figures) whereas GSC charges 9800 yen as the maximum for their figures, meaning there’s quite a lot of figures that don’t reach that price (64% are below 9800 yen). Also of note is that GSC’s price structure is much more varied compared to Alter’s.
In terms of scales, GSC remains constantly entrenched in 1/8 scales even through they’ve managed to release a few 1/7 and 1/4 figures. The 1/7 scale figures are attributed to their wildly successful Fate/Stay Night line while the two 1/4 scales are the swimsuit versions of Nanoha and Fate which they’ve now passed on to Gift. Moreover, GSC does not seem to have any inclinations of expanding the number of their 1/7 figures, unlike their contemporaries. It’s safe to assume that future figure releases (around 80%) from GSC will be scaled at 1/8.