For Japan’s KABUSHIKI KAISHA BANDAI and BANDAI SPIRITS Co., Ltd. (“Bandai”), delivering "Fun for All into the Future" to fans worldwide isn't just a tagline—it's a mission that drives the release of some 19,000 new products every year. Together, these companies form the core of the toy and hobby business within the Bandai Namco Group whose portfolio spans anime and manga merchandise, capsule toys, figurines, card games, confectionery, and more.
Bandai Namco Group has built its business around an "IP-Axis Strategy" – maximizing the use of its intellectual property (IP) assets to deliver the right products and services at the right time, in the right regions, through the right channels. With China and North America identified as priority markets, the company's international footprint is growing fast.
Behind this global reach lies a crucial foundation: strategic IP protection.
When products and services resonate with fans, they generate revenue. That in turn funds new products and business. It’s a virtuous cycle that builds trust in the company and its brands. Trademark protection is essential to safeguarding this cycle.
Bandai's strategic shift to the Madrid System in 2010
KABUSHIKI KAISHA BANDAI filed its first application through WIPO's Madrid System in 2001. But it wasn't until around 2010 that the company made a strategic shift— scaling up its use of the Madrid System for international trademark protection.
Faced with the challenge of strengthening its overseas business, the company was already working to reduce trademark registration costs and administrative burden, to free up resources for anti-infringement efforts.
By the time they fully embraced the Madrid System, they had already established relationships with foreign legal representatives, making the transition to international trademark registration smooth.
Still, changing long-standing practices came with uncertainty. But, once they tested the Madrid System, they found it aligned remarkably well with their strategy. They have used it consistently ever since.
“The Madrid System has really helped us. It’s convenient, helps us secure early filing dates, supports priority claims, reduces administrative workload through centralized management of renewal and payment deadlines – with easy payments via Current Account at WIPO – and provides flexible expansion possibilities through subsequent designations.”
Bandai
Today, Bandai has 280 active international trademark registrations.
Why the Madrid System works for entertainment brands
For Bandai, the Madrid System proved particularly valuable for challenges unique to the entertainment industry, where trends shift rapidly and are often difficult to predict. Japanese characters are gaining popularity across the globe, but expansion patterns vary widely. Committing significant time and money to brand launches in every market isn’t always feasible.
“The Madrid System helps eliminate time lags in rights protection when we expand overseas, allowing us to align trademark protection with business development—a critical advantage in this fast-paced industry,” says Bandai.
Real-world impact: Consolidating international trademarks through the Madrid System
Bandai's approach to managing its house brand perfectly demonstrates the Madrid System’s practical value. In a bid to secure strong and consistent protection, and reduce future management costs, Bandai reviewed its portfolio of individual trademark registrations filed across different markets worldwide to protect an identical mark – and consolidated them into one international trademark registration (1768099) managed centrally through the Madrid System and covering 40+ markets.
“We were paying to maintain many separate national trademark registrations. Although filing an international trademark application to consolidate them all involved a cost, it was a worthwhile investment compared to the ongoing costs of maintaining protection through individual registrations,” the company explains.
Maximizing use of the Madrid System’s digital tools
Bandai leverages Madrid System digital tools throughout the entire trademark lifecycle – from filing to renewal:
- Madrid e-Filing – streamlines the application process and reduces processing times
- Madrid Goods & Services Manager – confirms English translations for designated goods and services
- eMadrid – simplifies trademark portfolio management and renewals through its integrated workbench.
“These tools significantly improve efficiency in brand protection operations. And WIPO's responsive support helps resolve issues quickly.”
The future of global trademark protection with the Madrid System
For Bandai, the Madrid System's core value is enabling business growth through cost-effective protection.
“The Madrid System gives us confidence to expand globally. When we can protect our brands efficiently and affordably, we're free to focus on what matters most — strengthening our connections with fans and staying competitive in fast-moving markets.”
Bandai
Find out more about Bandai’s international trademark registrations.
More about the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks across 130+ countries by filing one application in one language, and paying one set of fees in one currency.
