Barabaride

Bandai recently announced a new toy lineup called Barabaride, which immediately reminded me of Crush Gear, a franchise that enjoyed some popularity in the early 2000s. It seems Bandai is making a loose attempt to revive the spirit of Crush Gear with Barabaride as a spiritual successor, perhaps partly inspired by Takara Tomy's success with Beyblade over the past few years.

For its first wave, Barabaride features three main variants, each with alternate color schemes, along with a couple of accessory packs. The concept appears to be a relatively simplified continuation of the Crush Gear formula, while introducing several new gimmicks, including an over-the-top popping-out effect when a unit is defeated for added visual spectacle.

To be honest, I don't have particularly high expectations for this lineup. Compared to Takara Tomy, Bandai doesn't have quite the same track record with products aimed at younger audiences, and the way they fumbled the Vital Bracelet a few years ago doesn't exactly inspire confidence. The entry price is also not particularly cheap, starting at around 3,000 yen.

If Bandai really wants Barabaride to succeed, they need to take marketing and community building seriously. The early stage of a toyline's lifecycle is crucial for this kind of product, especially when its appeal depends heavily on having an active player base. Otherwise, I could easily see Barabaride becoming another short-lived cash grab attempt like the Vital Bracelet.

Interestingly for Barabaride, I think Bandai might actually have a stronger market among millennials than the young audience they appear to be targeting. Incorporating Crush Gear-related accessories, callbacks, or even compatibility into Barabaride could be a great way to capitalize on that nostalgia. A 3,000-yen entry point isn't exactly cheap for teenagers, particularly for overseas consumers, but it is much easier to justify for an adult who grew up with Crush Gear and now has disposable income to spend on the hobby.

If Bandai can successfully tap into that nostalgia while still making Barabaride appealing to a new generation, it might have a better chance of establishing itself as more than just another short-lived toyline.