Bandai America's Jagun Fighters "Rolls" To Success

by Jay Cochran
November 04, 2003

Jagun Fighters Toy and Game Line "Rolls" to Initial Success

Awareness for Bandai America's New Brand Grows Exponentially as Thousands of Kids Across the U.S. are Introduced to the Game via Conventions, Interactive Web Site and Beta Testers Program

CYPRESS, CA - November 4, 2003 - With thousands of kids and gaming enthusiasts being introduced to the unique game play through an interactive web environment and hands-on demos at conventions nationwide, there has been a tremendous groundswell of interest in the new Jagun Fighters toy line from action figure innovator Bandai America Incorporated.

The Jagun Fighters toy line debuted in August 2003 as a new brand that combines action figures with the elements of a game involving the themes of "fate" and "chance." The game is played with two players battling one another with pieces called Power Eye Stones.

"We are thrilled that fans are discovering Jagun Fighters through our unique grassroots efforts that include sampling, game demos and an interactive Web site," said Michael Riley, vice president of marketing, Bandai America Inc. "Demonstrating that our campaign is successfully reaching our target audience, the Jagun Fighters Web site has generated more than 3.5 million hits since its launch in June."

An integral piece of the initial launch of the property has been a beta testers program, a grassroots campaign in which boys ages 6-14 years old were recruited to test and teach the game to family and friends. Twelve-year-old Gabriel Fox from Hermosa Beach, California was recruited prior to heading off to summer camp. When he arrived at camp, he immediately began to introduce his cabin mates to the Jagun Fighters game, challenging all his friends to one-on-one battles. At the end of the week-long session, Gabriel had hosted eight underground tournaments and even crowned a grand champion.

"When I saw the collection of stones and action figures I immediately thought that they were cool and different," said Gabriel. "All my friends at camp wanted to learn to play the Jagun Fighters game after I showed them the Power Eye Stones. Since I had so many people wanting to play with me, I decided to host my own tournament."

In addition to the beta testers program, thousands of kids were introduced to the basic level game involving five stone fighters per opponent at a number of conventions, including Anime Expo, Gen Con, Otakon and Comic-Con. A full convention schedule is expected from

Bandai America in 2004 where fans will be introduced to the advanced game play involving ten Power Eye Stones per player, as well as have the opportunity to participate in exclusive tournaments. The only additional place to learn the advanced level of the game will be the Jagun Fighters website.

From Fall 2003 through much of next year, Jagun Fighters demos will also be held at a variety of retailer locations, including GameStops and Alliance gaming shops. Kids will receive the opportunity to learn the basic level of the game, as well as score exclusive prizes and merchandise. will have a complete tour schedule, along with information on the history of the property and a game tutorial.

The Jagun Fighters product line ranges in price from $3.99 to $9.99 and is available at major retailers as well as comic book and hobby shops nationwide. Kids can jumpstart their collection with twelve themed Starter Packs containing five Power Eye Stones. To increase their collection and power, Booster Packs with three fighters-one of which is a hidden, rare stone-are available. The line also includes 3-inch collectible figures that come with an exclusive gold Power Eye Stone, and 6.5-inch action figures that can be incorporated into the advanced level of the game by employing the spinning eye feature on the figure's chest. In Spring 2004, new stones and action figures will debut, as well as new transforming stone sets that have three stones that can be combined into a collectible figure.

About Jagun Fighters

More than two thousand years ago, an ancient evil descended upon the land. Distraught, the people of the village sought guidance from their Emperor. Recalling the legend of the Jagun Warriors, the Emperor summoned the mythical guardians who soon appeared before him with five glowing stones. The Warriors explained that the
stones contained the ultimate power necessary to conquer evil. Leaving their fate to the "Power of The Eye," the villagers defeated the invading evil that had plagued their land. This legend has been translated today into collectible action figures and Power Eye Stones, recreating the deeds from centuries past.

About Bandai America

Bandai America Inc. is a subsidiary of Bandai Co. Ltd., the third largest toy company in the world, with 27 subsidiaries in 8 countries worldwide. Global interests include toys and children's entertainment, video game software, multimedia, music, full-length feature films, vending machines, trading cards, candies and licensed apparel.

Bandai America Inc. is celebrating its 25th anniversary as the master toy licensee of some of the most popular properties and brands in children's toys and entertainment, including the Power Rangers, Gundam, Digimon, Astro Boy and Strawberry Shortcake product lines. Bandai America is headquartered in Cypress, California and company information is available at


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