A Study on Marketing Strategies for Kamen Rider Transformation Belts

Abstract

The Kamen Rider series, one of Japan's leading special effects hero programs for children, began broadcasting in 1971. In the same year, Bandai released Henshin Belt, a toy with a gimmick similar to that of television, which became a blockbuster selling 3.8 million units. Henshin Belts have become a long-selling toy series in conjunction with TV programs. As the birth rate in Japan is declining, expected sales would decrease naturally, yet Kamen Rider-related sales are strong. Why? We will look at Kamen Rider's toy business, especially the marketing strategy for Henshin Belts, with specific examples from various perspectives.