With Anime Expo being the biggest anime convention in North America, it’s no surprise that many companies showcase their upcoming announcements at the multicultural gathering of fans. Some companies showcase their upcoming shows, while others showcase new game updates. This year, there were many notable figure announcements from various companies, such as Good Smile Company, Kotobukiya and Furyu.
Although figure announcements are often made online, it is a different experience to view the figures in person rather than through photos online. Attendees can see the figure’s details, size, and accessories and assess if this is a piece of art they would like to purchase.
During Anime Expo’s run from July 2-5, booths of varying sizes fill the South Hall of the Los Angeles Convention Center. Located near the entrance of the hall, Good Smile Company, a figure company that has been making figures since 2004, stood out with its signature orange color. Glass cases stretched out alongside the edge of the booth, where figures were displayed in bright lights.
The figures in these displays are newly announced and are getting ready for release. Figures, both painted and pre-painted, were on display for attendees to see in detail, some shown for the first time.
The booth included new figures for VTubers, such as Neuro-Sama, who will be getting a Nendoroid release, and throwback anime releases like the TRIGUN Vash the Stampede POPUP PARADE L Size.
Other notable showcases include Umamusume Pretty Derby: [Everlasting Sweet Treat] Aston Machan, Berserk POPUP PARADE SP Void, VA-11 HALL-A: Cyberpunk Bartender Action Jill Stingray, Sonic the Hedgehog [Sonic the Fighters Ver.] POPUP PARADE and Mouthwashing Curly POPUP PARADE Swacchao!.
Besides the booth, Good Smile Company held a Good Smile Hatsune Miku Showcase panel, where they announced the future release of Magical Cure! Love Shot! Ver. Nendoroid, Snow Miku All Stars Figure Collection Vol. 1/Vol. 2, Racing Miku All Stars Figure Collection Vol. 1/Vol. 2, and Hatsune Miku: Infinity Ver. Nendoroid Doll.
David Kijima, the senior licensing manager of Good Smile Company, said the most anticipated figure is the Junji Ito x Sanrio Characters: Gyaru Tomie x Hello Kitty.
“The reaction that we got when we announced the Gyaru Tomie was really crazy. Not just the fans of Hello Kitty, Good Smile or Junji Ito, I think it just reached fans who, even if they don’t buy figures, were really impressed,” Kijima said.
The iconic green Kotobukiya booth was located further into the hall. Similar to Good Smile Company, Kotobukiya also has glass cases showcasing its upcoming figures. Along with the glass cases and a purchasing area, Kotobukiya had a claw machine campaign where attendees could grab keychain plushies.
Some of Kotobukiya’s upcoming figures include My Hero Academia: FINAL SEASON Ver. Katsuki Bakugo ARTFX J, Bishoujo ReMIX series Hatsune Miku, TRIGUN STAMPEDE Ver. Millions Knives ARTFX J, Umamusume Pretty Derby Shiun no Yumemitori Tokai Teio and Attack on Titan The Final Season OSHI WORKS Levi Ackerman.
Along with these upcoming figures, Kotobukiya displayed the Darkstalkers Hsien-Ko Limited Edition Bishoujo Statue, which was an event exclusive, only previously available for pre-sale at the gaming tournaments EVO JAPAN and EVO 2026.
During the convention, Kotobukiya announced the future release of the Furby Bishojo Statue and placed it on display for the first time.
“That’s the first time you can see the actual figure, anything about it, honestly. We already have the paint master, so I think that one surprised a lot of people,” said Katelyn Terra, the senior sales coordinator for Kotobukiya.
For some attendees, the hype surrounding these releases at the convention signaled the growing popularity of figures in the United States and abroad.
“I feel like it’s just nice to have something tangible, something that you can look at on a daily basis. It goes a little bit more than getting prints or maybe getting a sticker. It feels like you’re showing more love and dedication to your favorite character,” said Rachel Sugahara, an attendee who collects figures.