Convention - SDCC 2022 : Discover The Good smile booth

By Mulder, San Diego, Convention Center, 24 july 2022

Good Smile Company, Inc. is a Japanese manufacturer of hobby products such as the Nendoroid and figma product lines, as well as scale figures. In addition to production and manufacturing, its business includes design, marketing and distribution. Its products are usually based on anime, manga or video games that are currently popular in Japan and the West, although the company also produces products based on other media properties such as the voice synthesizer software Vocaloid, VTubers and various western franchises such as Marvel Cinematic Universe and Masters of the Universe.

Good Smile Company was established by Aki Takanori in 2001 as an event management and talent company. Thereafter it began working with Max Factory on hobby related products which soon become the main focus of the company. Good Smile Company is now primarily involved in the planning, production, manufacturing and sales of figures and toys, but also markets accessories and other goods. Good Smile Company also acts as a distributor and for a number of other hobby related companies including Max Factory, FREEing and Phat! Company. The company has a particularly long relationship with Max Factory, and often shares booths and display space with them at events such as Wonder Festival. As of June 2012, Good Smile Company moved from Matsudo, Chiba to the Tokyo Skytree's East Tower, which has become the joint headquarters for them and Max Factory. Kahotan's Blog' is a popular blog which introduces both Good Smile Company and related products to the public through the eyes of one of the female staff members. The blog is available in both English and Japanese.

In 2008, Good Smile Company became the primary sponsor of Studie GLAD Racing, a team which took part in the GT300 race division of the Super GT racing series in a car featuring illustrations of Hatsune Miku. In 2010, a new subsidiary company called Good Smile Racing (GSR) was established which became the new racing team owner. Good Smile Racing also produces model cars and related goods to support the racing team with sponsors. After a long struggle in the debut seasons, the team would taste their first success in 2011 season, by winning three out of eight races and take their first driver's championship title in GT300 class. They would later win another two GT300 drivers Championship in 2014 and 2017 season, being one of the most successful Super GT teams in series' history. In 2017, they also made their international GT debut, becoming the first Japanese GT3 team participating in the Spa 24 Hours of Intercontinental GT Challenge. In 2019 Spa 24 Hours, they partnered with Type-Moon (as Type-Moon Racing), TRIGGER, and Black Falcon to field three Mercedes-AMG GT GT3 cars with Hatsune Miku, Fate, and Promare liveries. The Promare car started from pole position and finished 3rd overall and the Hatsune Miku car also finished 3rd in the Silver Cup class, becoming the first itasha team to reach podium in international GT racing.

You can discover our photos on our Flickr page

Photos and video : Boris Colletier / Mulderville