Max Factory
Creators of the Revolutionary figma Series and Premium Hobby Products
Explore Max Factory, the legendary Japanese manufacturer behind the revolutionary figma series, high-quality scale figures, and PLAMAX model kits.
Overview
Max Factory (マックスファクトリー) is a prominent Japanese figure and hobby product manufacturer specializing in high-quality pre-painted completed figures, articulated action figures, plastic model kits, and collectibles based on anime, manga, video games, mecha, and pop culture. Founded in 1987, the company is best known for its revolutionary figma series—highly articulated, posable PVC/ABS figures that blend the flexibility of action figures with the aesthetic beauty of scale statues. Max Factory emphasizes detailed sculpting, excellent articulation, interchangeable parts, and accurate character representations at accessible prices. Closely affiliated with Good Smile Company (which handles much of the distribution, marketing, and related lines like Nendoroid), Max Factory delivers premium hobby items that appeal to collectors worldwide, from casual fans to dedicated enthusiasts.
History & Background
Max Factory was founded in April 1987 in Tokyo (initially Kokubunji, soon moving to Matsudo, Chiba) by legendary modeler MAX Watanabe (渡辺 MAX), starting as a garage kit producer focused on figures, alloy toys, and detailed models. It evolved from small-scale garage kits and soft vinyl figures (e.g., 1980s items like Gamera, Steel Jeeg) into a major player in the anime figure market.
Key milestones: Early success with garage kits and model collaborations, partnership with Good Smile Company (established 2001) for broader reach, launch of the figma series in 2008 (revolutionizing posable figures with quality articulation at reasonable prices), introduction of PLAMAX plastic model kits, expansion into scale figures and other lines, and 30th anniversary celebrations in 2017. Headquartered in Tokyo's Akiba CO Building (Chiyoda-ku) with a Fukuoka workshop, Max Factory continues active production as of 2026, announcing monthly releases via maxfactory.jp and figma.jp, including ongoing figma waves, PLAMAX kits, and collaborations.
Product Categories
figma Series
Highly articulated action figures (typically ~140–160mm tall) with multiple faceplates, hands, accessories, and posable joints for dynamic display and play.
Scale Figures
Pre-painted completed PVC statues (1/7, 1/4, etc.) featuring detailed sculpts, elaborate bases, and thematic designs (often from anime/games).
PLAMAX / Plastic Model Kits
Unassembled plastic model lines like PLAMAX (detailed mecha/characters), minimum factory (small-scale kits), PLAMATEA, and others for hobby builders.
Other Collectibles
Occasional plush, trading figures, accessories (e.g., figmaPLUS parts), and collaboration items (e.g., with Honda Power Products or game IPs).
Major Product Lines
Max Factory’s ecosystem centers on flagship series with frequent new entries and re-releases:
- figma (core articulated line, e.g., figma Racing Miku 2025 ver., figma Sophia F. Shirring: Swimsuit ver., figma Aki Hayakawa, figma Arcueid Brunestud DX, figma Koharu Shimoe, upcoming 2026 like Akane Shinjou (New Order), Modernia: Second Affection, Guyver Gigantic)
- PLAMAX (plastic kits, e.g., PLAMAX BP-03 Sophia F. Shirring: Vampire Ver., PLAMAX GP-12 Maidroid Rosalie Kanna (Swimsuit), PLAMAX MF-98 minimum factory Fighter Nose Collection, COMBAT ARMORS MAX)
- Scale Figures (e.g., 1/7 Motoko Kusanagi from Ghost in the Shell, various anime characters)
- Others (e.g., PLAMATEA Motoko Kusanagi, figma Horse accessories, special editions like DX versions)
Releases include monthly drops, event exclusives (Wonder Festival), pre-order bonuses, and crossovers with Good Smile Company.
Key Franchises & Licenses
Max Factory holds extensive licenses across anime, games, and media:
- Chainsaw Man (Aki Hayakawa)
- Jujutsu Kaisen (Giyu Tomioka variants, Toge Inumaki)
- Fate series, Fate/Grand Order
- hololive production / VTubers (Mori Calliope, Racing Miku variants)
- GRIDMAN UNIVERSE (Akane Shinjou, Rikka Takarada)
- Goddess of Victory: Nikke (Modernia)
- Delicious in Dungeon (Chilchuck Tims)
- Blue Archive (Koharu Shimoe)
- Others (Genshin Impact, Hatsune Miku, Overwatch, Splatoon, The Legend of Zelda, Attack on Titan, Ghost in the Shell, Xenogears, Guyver, Evangelion, Touhou, Demon Slayer, and mecha classics)
Strong focus on dynamic, action-oriented characters with interchangeable expressions and gear.
Global Presence
Headquartered in Tokyo, Japan (Akiba CO Building, Chiyoda-ku), Max Factory operates through official sites maxfactory.jp (company info) and figma.jp (figma-specific). Products are distributed globally via Good Smile Company (goodsmile.info, goodsmileus.com for international), major Japanese retailers (AmiAmi, Hobby Search, Animate), and worldwide shops (Tokyo Otaku Mode, Solaris Japan, BigBadToyStore). Strong presence in Asia, North America, Europe via online pre-orders, Wonder Festival participation, and proxy services.
Market Position & Collectibility
Max Factory ranks among Japan's top figure makers, especially dominant in the articulated figure niche thanks to figma's popularity. It offers excellent value—high articulation/detail at mid-range prices—competing with Good Smile (sister brand), Alter, Kotobukiya, and Phat! Company.
- Pricing: figma ~¥7,000–¥12,000 (~$50–$90 USD), scale figures ¥15,000–¥30,000+, PLAMAX kits vary
- Many figma releases appreciate on secondary markets, especially limited/DX editions or popular characters
- High demand for articulation fans and display collectors
- Reliable quality, frequent re-releases, and community engagement sustain strong position
Max Factory's figma redefined posable figures in the hobby.
Why Collect Max Factory?
Collectors choose Max Factory for:
- Revolutionary figma articulation—highly posable yet beautiful sculpts
- Excellent balance of playability, detail, and affordability
- Accurate character likenesses with expressive faceplates and accessories
- Versatile lines (figma for action, PLAMAX for builders, scale for display)
- Frequent new releases from hot anime/games and strong aftermarket value
- Close Good Smile synergy for broader ecosystem access
- Dynamic posing that brings characters to life
Max Factory delivers fun, high-quality collectibles that combine artistry and interactivity.
Where to Buy
Max Factory products are available through:
- Official figma.jp / maxfactory.jp (announcements, product lists; reference only)
- Good Smile Company stores (goodsmile.info, goodsmileus.com for pre-orders, global shipping)
- Major retailers (AmiAmi, Hobby Search, Animate, Mandarake for pre-owned)
- International shops (Tokyo Otaku Mode, Solaris Japan, BigBadToyStore, Entertainment Earth)
- Secondary markets (eBay, MyFigureCollection) for rare/retired items
Monitor figma.jp and Good Smile news for monthly releases, pre-order deadlines, and bonuses—popular items sell out fast.