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.