"You're an adult, why are you still buying toys? Isn't that childish?"
Almost every otaku—a term for pop culture enthusiasts in Japan—would want to retort to this remark, yet often finds themselves at a loss for words.
What adults see as "toys," young people now view as figures, or the broader culture surrounding collectible figures. Why can a lump of plastic sell for hundreds, thousands, or even tens of thousands of yuan? Is it the madness of the market, or just a reflection of unique human preferences?
The term "figure" originated in Japan, but was mistranslated when introduced to China. Today, it has become a broad concept, almost synonymous with collectible toys or models. According to Wikipedia, "figure" corresponds to the "Garage Kit (GK)," referring to limited-production model kits.
Literally, GK means "garage kit," originally denoting privately crafted models that were unpainted and required assembly. The history of GK traces back to two main origins. One is the homage to Garage Rock: in the 1960s, Western youth created music and models in their garages, sharing them with like-minded friends. The other is the tie to horror movie models: in 1956, Universal Studios licensed its classic horror films for TV broadcast, and in 1961 collaborated with Aurora Model Company to produce the Frankenstein model. It sold extremely well, prompting the release of more horror characters, with production continuing until 1977.
Over time, more prototype artists joined GK production, creating movie-related figures and props using clay or plaster. Japan played a key role in popularizing GK, giving rise to the term "figure," and gradually defining various categories. In mainland China, figures mainly refer to humanoid dolls based on anime, games, or movies. Taiwan differentiates based on material and painting: GK models (unpainted), PVC figures, and white models. In Hong Kong, terms like "first edition" or "handcrafted model" are common. There are also other types, including capsule toys, food-related mini toys, display-only statues, and scale models, creating a rich variety for collectors.
Today, figures are no longer rare or hard to obtain. Prices can range from a few hundred to several thousand yuan, while limited editions or special versions have no price ceiling. Manufacturers often employ strategies like re-release, reproduction, or color variations to boost sales, and collectors willingly pay. Limited editions sold at conventions or online may command even higher prices, sometimes appreciating on the secondhand market.
One extreme example is a golden Godzilla figure crafted by Tanaka Ginza, a Japanese jeweler. Standing 24 cm tall and weighing 15 kilograms, it is made of 24K gold and based on the 1989 film Godzilla vs. Biollante. Originally priced at 7.5 million yuan, its value soared to 9.16 million yuan.
This has given rise to the saying: "A wall of figures is equivalent to an apartment in a major city," describing the immense financial commitment of devoted collectors. One Japanese collector dedicated all his earnings to figures, models, and related merchandise, keeping them in a room he specially cleared for his collection.
However, tragedy struck when relatives stayed at his home for a funeral. Despite locking the collection room, a nine-year-old child managed to break in, damaging many rare items. The collector initially requested reasonable compensation, but his relatives were shocked to learn the true value. Ultimately, the damages amounted to 4 million yen (approximately 240,000 yuan), paid by the child's grandparents.
So, are figures worth the investment? Economically, they are a vital extension of the Japanese anime industry, driving a complete production chain and stimulating the economy. Limited editions, collaborations, and event exclusives reflect this tangible value.
For enthusiasts, however, the true worth is emotional. Figures allow collectors to experience excitement when acquiring them, pleasure in display and play, and joy in sharing with friends. They offer a personal space of delight amidst busy work or study schedules, a way to stay connected with one’s inner world. Figures serve as tangible dreams, a form of spiritual comfort, preserving the magic of childhood and the beauty of the anime world even in the adult life.
Oh my god, can a toy be so expensive?
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