BANDAI which achieved business integration with NAMCO in 2005 is one of the member companies of BNADAI NAMCO Group now. It is also the core company of toy-hobby strategic business unit of the five strategic business units.

The conventional business was focused on toy, but the business field has presently expanded to apparel, daily necessaries, candy and etc by taking characters and entertainment as the axis. Character merchandising is the proud of BANDAI’s business promotion method.

Recent years, average age of mobile users becomes younger and younger, and mobile ownership rate of such low age group becomes more than 20% and still increases.

The development decision of papipo! was made considering the fact that BANBAI hopes to approach the mobile market on which over 20% of the users are the junior as the trend goes in a director that average age of mobile users becomes younger and younger. BANDAI has by now produced and sold about 800,000 toy mobiles, with other functional improvements already made on these toys, they perform no worse than real mobile besides on communication.

At this time, it comes WILLCOM' W-SIM, a concept that BANDAI will be impossible to involve in mobile business without it. We are aiming to make papipo! the No. 1 choice for kids. In another word, BANDAI are aiming to make it a mobile that kids want to have by themselves from both design and function.

More over, specially designed safe system is another feature of the mobile. Mail service is provided through independent server, connection to harmful website is thoroughly shut out by a special website, the searching and informing function of location information is added in, and voice communications are restricted to registered parties on phone book only.

Papipo! will be further developed as the combination of toy mobile and W-SIM in future. Besides, we are also considering combining other toys and practical daily items with W-SIM in order to explore various possibilities.