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Ever looked at a Dragon Ball SH Figuarts action figure and went “bro, this is just plastic, how is this €50?” Chill, you’re not the only one. At first glance it does feel absurd. But the price isn’t really about the plastic - it’s about everything that happens before it ends up looking sexy on your shelf.

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So let me walk you through why that Goku costs more than your weekly groceries, and why sometimes Yamcha even hits harder on your wallet than Goku himself. Spoiler: it’s not just corporate greed (well, not just).

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In this post, I’m going to answer some of the most popular questions from the collectors community, like:

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So let’s dive in! (or jump to answers).

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First of all: plastic is cheap, work isn’t

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Plastic is cheap. Like, really cheap. Cheaper than the spoon of sugar in my Mate. If you’re thinking “but it’s just plastic,” yeah, you’re technically right - but that’s only part of the story.

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Here’s something I know well: fingerboard trucks. On Fingerboard Supply, a good one goes for around €50. But the raw materials - metal + plastic - don’t even hit €3. What costs is R&D, design, molding, production, marketing, distribution, and of course, profit.

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And the wild part? A real skateboard truck also costs around €50–60. Made of aluminum and steel, bigger, tougher. Still, raw material is just a slice of the pizza. Small, detailed parts in small batches usually cost more per unit. Price reflects risk and work. Not just what it’s made of.

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Size matters
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So, you can already understand that products that use a lot of a material can end up costing the same as something that uses less, depending on the labor involved. And premium figures require a lot more work than plastic. Now let’s break this down a bit.

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The upfront investment: R&D and prototyping

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Creating a new figure isn’t just printing something on your 3D printer at home and calling it a day. We’re talking months of work, lots of iterations, and a team that knows their stuff.

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For SH Figuarts, the process usually goes like this:

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  1. Research the character, poses, art style, references, etc.
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  2. Design and sculpt until proportions and details are just right
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  3. Prototypes and refinement
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  4. Engineering the joints so everything actually works, and you can hit those sick poses
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  5. Industrial molds - and these cost a fortune
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Yamcha taking a nap
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Marketing

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For well-known brands like SH Figuarts, marketing costs are actually kinda low. The brand name and Dragon Ball’s popularity do most of the heavy lifting. But new product lines or lesser-known characters still need a marketing push - and that also gets factored into pricing.

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Even if they don’t spend much on traditional ads, they still have to maintain websites, social media presence, show up at cons like Comic Con, and run promo campaigns.

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The distribution maze

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Distribution is important
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This is the part most people don’t think about. Your figure goes on a whole tour before saying “good morning” from your shelf:

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  1. Produced in China
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  2. Shipped to Bandai in Japan
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  3. Distributed to regional distributors
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  4. Shipped to retailers
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  5. Shipping to the final customer, sometimes “for free”
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Each of these steps includes shipping, storage, and a bunch of people wanting a profit margin. This applies to any figure. But with larger figures, the costs hit harder.

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They face additional challenges:

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Each stop in the chain (Bandai, distributor, retailer) needs to store the product. And large figures take up a lot more space, which adds extra storage costs – especially when the product doesn’t sell quickly.

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In other words: the bigger the figure, the more expensive it is to keep it sitting in stock. And this happens at every step of the distribution:

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And each of them pays rent, pays for warehousing, and doesn’t want slow-moving stock taking up space. The result? That cost becomes part of the final price.

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To make matters worse, shipping snowballs. A large product is already expensive to ship. Then you stack more shipping on top (China → Japan → Distributor → Store → Customer), and at each step, the shipping cost increases the base price.

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Since the total cost of the product is higher, the profit margins have to scale too. A retailer working with a 30% margin will apply 30% on both a €30 figure and a €100 figure – so the final profit in euros is higher on the big figure. That also contributes to it feeling more expensive in the end.

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So it’s not just that Porunga is big and uses more plastic. He’s expensive because he takes up more space, costs more to transport, takes longer to sell… and each step in that journey adds more costs that stack up quickly.

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Now imagine a giant character that isn’t even very popular… You get the idea, right?

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NAAAAAAAIL. I saw a bird. It was pretty.

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— Lord Guru

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Who earns what in this whole thing

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Let’s ballpark some numbers for a €30–35 figure. Say Goku costs Bandai around €5 total (P&D, molds, licensing, production). Add €1 for freight and customs to Japan. So €6 per unit, all-in.

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Alright, then Bandai sells them to a distributor for, let’s say, €8 each. The distributor then sells them to a retailer for €16 each. The retailer then sells them for the MSRP of €30–35. At each step along the way, the price goes up, and each step needs to make a profit. Keep in mind that each of these steps involves different companies, in different countries, with different tax and import/export regulations, so each step may involve additional costs that I can’t even begin to estimate.

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But to summarize, here’s an approximate breakdown of the profit for each party in the distribution chain:

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The deeper down the chain, the higher the margin - because the volume goes down, so they need to make more per unit to survive.

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More detailed breakdown for a €35 SH Figuarts figure:

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These are estimates, just to give you the picture. I’m using my own experience with licensing/distribution here, but every company has its own margins.

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Third party: the “bootleg” advantage

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Bootlegs
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Then you see a third-party figure way cheaper and go “damn, Bandai’s done.” But check out what they don’t pay for:

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Example: a third-party Goku costs the factory €6 total - R&D, molds, licensing (lol none), and production. I’m saying €6 because their batches are smaller, so the per-unit cost might be higher than Bandai’s. But they’re based in China, paying in local currency, so maybe it balances out. Who knows.

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They sell to local Chinese retailers for around €18, who then flip it to you on eBay or AliExpress for €30–35. Some even have partners in other countries, but pricing’s usually the same.

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Rough breakdown:

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So yeah, third-party manufacturers can afford to sell their figures at a lower price because they don’t have to pay licensing fees and have lower R&D costs. However, they’re still able to make a higher profit per unit, so they usually end up pricing their figures similarly to Bandai’s SH Figuarts.

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Why I still buy them anyway

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Because they’re good. And nostalgic. That’s it. SH Figuarts quality today is crazy better than 10–15 years ago. The articulation, the paint, the sculpt - it’s just top level. And let’s be real: that Super Saiyan Goku on your shelf giving you a little serotonin boost every time you look at him? That has value.

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And when you pay €30 for an official figure, you’re helping keep your local shop alive, supporting your regional distributor, showing Bandai there’s demand in your country, and fueling the franchise you love. The wheel keeps turning ‘cause we keep turning it.

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\"Quem

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Wanna save a buck? Keep an eye on restocks, bundles, promos. And you don’t need every version of every character. Just get the ones that spark joy and move on.

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TL;DR

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Conclusion

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Next time someone hits you with the “it’s just plastic” line, send them this link. There’s licensing, an artist stressing over Goku’s hair sculpt, ridiculously expensive molds, five layers of shipping, taxes, profit margins - and at the end of the day, a tiny chunk of joy sitting on your shelf.

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Did this breakdown make sense to you? Got a different take? Drop it in the comments. I wanna know how you see the economics of our expensive plastic addiction.

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Vegeta grrrrr
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Lately I fell in love with Lego again, which was my favorite childhood toy, or at least it was until I got a SNES. Taking advantage that I bought a semi-professional camera, Nikon L810, I am taking some pictures of my Lego minifigures and posting them on my Flickr. Today I photographed some action scenes between Vegeta and the Avengers. See some of those photos below:

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Marvel vs Vegeta
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Marvel vs Vegeta
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Marvel vs Vegeta
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Access all Flickr photos here.

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sealed","zelda_timeline.hero_of_wind_and_new_world":"The Hero of Wind and a New World","zelda_timeline.era_without_a_hero":"The Era without a Hero","zelda_timeline.ganondorf_is_resurrected":"Ganondorf is Resurrected","zelda_timeline.hyrule_is_sealed_and_flooded":"Hyrule is sealed and then flooded","zelda_timeline.era_of_the_great_sea":"The Era of the Great Sea","zelda_timeline.the_wind_waker":"The Wind Waker","zelda_timeline.era_of_the_great_voyage":"The Era of the Great Voyage","zelda_timeline.phantom_hourglass":"Phantom Hourglass","zelda_timeline.era_of_hyrule_rebirth":"The Era of Hyrule's Rebirth","zelda_timeline.new_continent_discovered":"New Continent Discovered","zelda_timeline.new_hyrule_is_founded":"A New Hyrule Kingdom is founded","zelda_timeline.spirit_tracks":"Spirit Tracks","zelda_timeline.evil_king_malladus_is_resurrected":"The Evil King Malladus is Resurrected","zelda_timeline.age_of_calamity":"Age of Calamity","zelda_timeline.breath_of_the_wild":"Breath of the Wild","zelda_timeline.era_of_the_wilds":"Era of the Wilds","zelda_timeline.calamity_ganon_is_sealed":"Calamity Ganon is Sealed. Technology is banned, leading some Sheikah to form the Yiga Clan","zelda_timeline.divine_beasts_are_cleansed":"The Divine Beasts are cleansed and Calamity Ganon is Sealed","zelda_timeline.tears_of_the_kingdom":"Tears of the Kingdom","zelda_timeline.hyrule_kingdom_is_teared_apart":"Ganondorf is Resurrected (I think?)","blog_categories.games":"Games","blog_categories.general":"General","blog_categories.tips":"Tips","blog_categories.events":"Events","blog_categories.coding":"Coding","blog_categories.funny":"Funny","blog_categories.collectibles":"Collectibles","blog_categories.gadgets":"Gadgets","forty_two_page.title":"Forty Two","forty_two_page.description":"So long and thanks for all the fish!","projects_page.title":"Projects","projects_page.description":"Here is a list of some of my favorites personal projects.","projects_page.gatsbyMaterialUiBlogDescription":"A simple Gatsby Blog Starter with Material UI.","projects_page.contractBuilderDescription":"Contract Builder is a free open-source project that allows anyone to easily maintain and build any kind of contract (legal documents, lawsuit, rent, agreements, construction and so on) using Google Spreadsheets. This was develop as a personal project to help a friend who was struggling spending up to an hour to make a custom contract, now she is able to do it in less than 5 minutes. Hooray!","projects_page.resumeBuilderDescription":"Resume Builder is a free open-source project that allows anyone to easily maintain and build any kind of resume using Google Spreadsheets. This was develop as a personal project to help a friend who was struggling spending up to an hour to make a custom resumes.","projects_page.magentoChatbotDescription":"With this module you can fully integrate your Magento store with the most popular chat apps in the market. This means that by simply installing this module and a few clicks you can have a new way to show and sell your products to your clients. Very easy to use! Try now, it's FREE.","projects_page.jamStackSortenerDescription":"This is a basic URL shortener POC build with Gatsby.","projects_page.gotinhaDescription":"It was always my dream to make my own game, and after trying Unity a couple years ago, I decided to try it again with something I'm more familiar with: Javascript. As a frontend developer, Javascript is already the language that I write most of my code at work and also in my personal projects, and after a quick search I was able to find the amazing PhaserJS Framework for building 2D web games.","e3_2012_photos.title":"E3 2012","e3_2012_photos.description":"On June 2012 I attended E3 as a media press for a full coverage for Nintendo Blast.","e3_2013_photos.title":"E3 2013","e3_2013_photos.description":"On June 2013 I attended E3 as a media press for a full coverage for Game Blast.","e3_2014_photos.title":"E3 2014","e3_2014_photos.description":"On June 2014 I attended E3 as a media press for a full coverage for Game Blast.","e3_2015_photos.title":"E3 2015","e3_2015_photos.description":"On June 2015 I attended E3 as a media press for a full coverage for Game Blast and Game Over TV.","e3_2017_photos.title":"E3 2017","e3_2017_photos.description":"On June 2012 I attended E3 as a media press for a full coverage for PlayReplay and Game Over TV.","e3_2019_photos.title":"E3 2019","e3_2019_photos.description":"On June 2019 I attended E3 as a media press for a full coverage for PlayReplay.","gamescom_2019_photos.title":"Gamescom 2019","gamescom_2019_photos.description":"On August 2019 I attended Gamescom as a media press for a full coverage for PlayReplay.","san_francisco_2019_photos.title":"San Francisco 2019","san_francisco_2019_photos.description":"On September 2019 I've traveled to San Francisco for the Metallica S&M2 concert.","notfound.title":"404: Not found","notfound.header":"404 NOT FOUND","notfound.description":"Sorry, this page doesn't seem to exist. Perhaps the archives are incomplete?","seo_keywords.developer":"developer","seo_keywords.development":"development","seo_keywords.javascript":"javascript","seo_keywords.es6":"es6","seo_keywords.e3":"e3","seo_keywords.sgf":"sgf","seo_keywords.gamescom":"gamescom","seo_keywords.countdown":"countdown","seo_keywords.archive":"archive","seo_keywords.about_me":"about me","seo_keywords.personal_blog":"personal blog","seo_keywords.personal_projects":"personal projects","seo_keywords.travels":"travels","seo_keywords.tips":"tips","seo_keywords.lifehacks":"lifehacks","seo_keywords.reviews":"reviews","seo_keywords.games":"games","seo_keywords.timeline":"timeline","seo_keywords.photos":"photos","cookie_law.we_use_cookies":"We use cookies to ensure you get the best experience on our website. By using our website you agree to our ","cookie_law.title":"Cookie policy","cookie_law.what_are_cookies":"What are cookies?","cookie_law.what_are_cookies_text":"As is common practice with almost all professional websites this site uses cookies, which are tiny files that are downloaded to your computer, to improve your experience. This page describes what information they gather, how we use it and why we sometimes need to store these cookies. We will also share how you can prevent these cookies from being stored however this may downgrade or 'break' certain elements of the sites functionality. For more general information on cookies, please read ","cookie_law.what_are_cookies_more_info_url":"https://en.wikipedia.org/wiki/HTTP_cookie","cookie_law.how_we_use_cookies":"How we use cookies","cookie_law.how_we_use_cookies_text":"We use cookies for a variety of reasons detailed below. Unfortunately in most cases there are no industry standard options for disabling cookies without completely disabling the functionality and features they add to this site. It is recommended that you leave on all cookies if you are not sure whether you need them or not in case they are used to provide a service that you use.","cookie_law.disabling_cookies":"Disabling cookies","cookie_law.disabling_cookies_text":"You can prevent the setting of cookies by adjusting the settings on your browser (see your browser Help for how to do this). Be aware that disabling cookies will affect the functionality of this and many other websites that you visit. Disabling cookies will usually result in also disabling certain functionality and features of the this site. Therefore it is recommended that you do not disable cookies.","cookie_law.the_cookies_we_set":"The cookies we set","cookie_law.site_preferences_cookie":"Site preferences cookies","cookie_law.site_preferences_cookie_text":"In order to provide you with a great experience on this site we provide the functionality to set your preferences for how this site runs when you use it. In order to remember your preferences we need to set cookies so that this information can be called whenever you interact with a page is affected by your preferences.","cookie_law.third_party_cookies":"Third party cookies","cookie_law.third_party_cookies_text":"In some special cases we also use cookies provided by trusted third parties. The following section details which third party cookies you might encounter through this site.","cookie_law.third_party_cookies_item_1":"This site uses Google Analytics which is one of the most widespread and trusted analytics solution on the web for helping us to understand how you use the site and ways that we can improve your experience. These cookies may track things such as how long you spend on the site and the pages that you visit so we can continue to produce engaging content. For more information on Google Analytics cookies, see the official Google Analytics page.","cookie_law.third_party_cookies_item_2":"From time to time we test new features and make subtle changes to the way that the site is delivered. When we are still testing new features these cookies may be used to ensure that you receive a consistent experience whilst on the site whilst ensuring we understand which optimisations our users appreciate the most.","cookie_law.more_information":"More information","cookie_law.more_information_text":"Hopefully that has clarified things for you and as was previously mentioned if there is something that you aren't sure whether you need or not it's usually safer to leave cookies enabled in case it does interact with one of the features you use on our site. However if you are still looking for more information then you can contact us through our "},"routed":false,"originalPath":"/blog/collectibles","redirect":true,"redirectDefaultLanguageToRoot":false,"defaultLanguage":"en","fallbackLanguage":"","ignoredPaths":[]},"locale":"en"}}, "staticQueryHashes": ["1156153307","1355482417","1591365477","1628619374","2127381735","2288279559","26159077","3566410298","3649515864","3847325417","3982724423","928834867"]}