SUBARU Corporation has consistently produced appealing car models, including the "Rabbit Scooter" (released in 1947) and the "Subaru 360" (released in 1958), which remain highly popular as icons of Japan's high-growth era, as well as the "Forester" and "Impreza." In 2017, when the company changed its name from Fuji Heavy Industries to SUBARU, a commemorative BE@RBRICK was released and immediately sold out. Four years later, the highly anticipated 400% model of the "SUBARU BE@RBRICK THE 1st MODEL" is now available through a lottery sale.
We spoke with the SUBARU representatives involved in its development to learn about the background of SUBARU Corporation's collaboration with BE@RBRICK, the thoughts behind the design, and the reception after its release.

—First, could you tell us about the background of the name change to SUBARU Corporation on April 1, 2017?

SUBARUThe name change from "Fuji Heavy Industries Ltd." to "SUBARU Corporation" is a "declaration of our resolve" to live as a "brand that delivers value." Our aim is to be a "company that creates smiles (Delivering happiness to all)," and we are working to refine SUBARU by providing "safety and enjoyment" as our value proposition. We hope to see more and more customers who say, "I love SUBARU."

—Could you tell us the origin of the brand name "SUBARU," which has been familiar for many years?

SUBARUSUBARU is also known as "Mutsuraboshi" (Pleiades), the name of a star cluster, and it is a purely Japanese word.
SUBARU was the first to use a Japanese name for a car model. It was named in commemoration of Fuji Heavy Industries being established through the capital investment of five companies that originated from Nakajima Aircraft.

—In 2017, the year of the name change, the "SUBARU BE@RBRICK THE 1st ANNIVERSARY LIMITED MODEL" was released. Why did you choose BE@RBRICK for this commemorative item?

SUBARUAt the time of the name change, we were considering new challenges and planning projects to make SUBARU known to a wider audience. The theme of this project was "to make people who have never known or been interested in SUBARU, love SUBARU."
To achieve this, we wanted to expand our reach through collaborations with other industries, so we deliberately sought partners in fields and industries that seemed less connected to the automotive world.

When promoting the brand, we wanted to convey SUBARU's appeal, not just spread the brand name. Therefore, the key criterion for a collaboration partner was an affinity for "monozukuri" (craftsmanship), which is something SUBARU is committed to. That's when BE@RBRICK caught our attention.

I had been personally interested in BE@RBRICK for some time, but I realized it had many points that matched the theme of this project, so I recommended it as a potential partner. I saw their commitment to "monozukuri" in how they present a simple product—a bear-shaped block toy—as an appealing item through various materials, technologies, and superb expressive power. I truly wanted to engage in "monozukuri" together as a partner.

—So, the shared philosophy was at the core of your decision?

SUBARUOne of the reasons we chose BE@RBRICK as a collaboration partner is that its fans are diverse, encompassing all ages and genders, both domestically and internationally. It was important to reach out with a different approach than we had used before, especially to engage younger generations who are increasingly detached from cars, and to introduce SUBARU in countries and regions where SUBARU cars are not common. We believed BE@RBRICK, as a unique entity in the toy industry, was the partner that could achieve this.

SUBARU cars are not for everyone; they are characterized by core technologies such as the horizontally opposed engine, AWD, and EyeSight. As a result, we have passionate SUBARU fans who say, "I love the SUBARU-ness." These customers are even affectionately called "Subarists."

I felt that both Subarists and BE@RBRICK fans share a commonality in their appreciation for the commitment to "monozukuri." Therefore, I thought there was an opportunity for BE@RBRICK fans to become fans of SUBARU as well.

—The "SUBARU BE@RBRICK THE 1st ANNIVERSARY LIMITED MODEL" is striking with its beautiful blue metallic finish and the delicately laser-treated emblem, which allows light to pass through the clear molded body.

SUBARUVarious motifs were considered, such as the three-view drawing of the "Subaru 360" and the BOXER engine, but when translated to the BE@RBRICK canvas, they lacked impact. After much deliberation, as it was our first collaboration, we decided to simply use the SUBARU logo as the motif.

The challenge was how to express the logo. Our shared desire with MEDICOM TOY and the designer involved to "create something new that has never been seen in BE@RBRICK before" led to this specification.

Since this was the first model, we focused on expressing the color blue to clearly convey "SUBARU-ness." Among Subarists, the blue color used for SUBARU car body colors is affectionately known as "SUBARU Blue."
We experimented with several types of blue plating, and the result is an exquisite shade that is both beautiful and substantial, evoking the image of SUBARU Blue.

—What was the reaction like, both internally and externally, after the announcement?

SUBARUWe received a tremendous response, for which we are very grateful. The news spread on social media, and through this project, people who were not typically interested in cars or involved with them learned about SUBARU.

Subarists highly praised it as a "cool BE@RBRICK that embodies SUBARU." And from BE@RBRICK fans, we received many compliments on the surprising new technology adopted for this project and its high quality.

—Could you share some episodes related to the second dark metallic model released in 2018 and the third "Subaru 360 × Tokyo Tower" model?

SUBARUThe body color for the second model was already decided during the planning phase of the first model. This dark metallic expresses SUBARU's sporty and tough brand image, and dark metallic finishes are actually used for parts like the wheels on SUBARU cars.
When you place the first and second SUBARU BE@RBRICK models side-by-side, the color combination is reminiscent of SUBARU cars.

The third model is a triple collaboration product: "SUBARU × Tokyo Tower × BE@RBRICK." SUBARU (then Fuji Heavy Industries) released its first four-seater car, the "Subaru 360," in 1958. Around the same time, Tokyo Tower, a symbol of Tokyo, also opened.
Furthermore, 2019, the year the third model was released, marked the 60th anniversary for both the Subaru 360 and Tokyo Tower, making it a special triple collaboration product celebrating this milestone.

For the package visuals, instead of using existing old images, we newly photographed a restored Subaru 360 with Tokyo Tower in the background, transported from Gunma. One of the highlights is a meticulously staged shot on the road, with permission from the relevant police department.

—What do you find appealing about BE@RBRICK after these collaborations?

SUBARUWhile BE@RBRICK is a simple product—a bear-shaped block toy—I feel it has infinite potential, as its appeal can be created in countless ways through ideas and ingenuity. We hope to continue conveying SUBARU's new appeal through BE@RBRICK.

Since the first collaboration, they have understood our requests and offered new proposals, and we have often been surprised by the results exceeding our expectations. By continuing these efforts, we can provide products that fulfill SUBARU's commitment to "creating smiles for our customers," which is one of BE@RBRICK's charms.

The commitment to "monozukuri" that I felt when we chose them as a partner has been deeply realized as we've progressed with the project. The joy of having gained a reliable partner is immense, and I am deeply honored to have maintained this partnership for five years since 2017.

—The "SUBARU BE@RBRICK THE 1st MODEL 400%" has now been released, as highly anticipated.

SUBARUWhen I saw the sample of the first model, I was surprised by the presence of the SUBARU-like BE@RBRICK, even in its 100% size. However, at 400%, its beauty is amplified, and I was astonished that it wasn't simply a scaled-up version. Of course, it's also very popular within the company, with many saying, "I want one!"

This is the first BE@RBRICK release in two years since the collaboration model with Tokyo Tower. We hope that those who purchased our previous models, as well as those who will buy it for the first time, will appreciate our commitment to "monozukuri" and become interested in SUBARU. The expression of the blue metallic finish changes depending on the viewing angle, and the transparency effect of the logo is even more beautiful. This product dynamically expresses a different facet of SUBARU-ness, so we hope you will enjoy it.

—What kind of initiatives would you like to pursue with BE@RBRICK in the future?

SUBARUWe are, of course, considering making the previously released models in 400% size, and surprisingly, we have even received requests for 1000% size. We will consider these positively while taking into account sales timing and market needs. We will continue to develop products that will delight SUBARU fans and BE@RBRICK fans alike, so please look forward to future collaborations between SUBARU and BE@RBRICK!

—Lastly, could you tell us about the policies that SUBARU Corporation upholds for the future?

SUBARUSUBARU's policy of "people-centric car manufacturing," inherited from our origins in Nakajima Aircraft, will continue unchanged. In particular, we will further refine our core technologies of "comprehensive safety" and "AWD performance" and continue to aim for a distinct presence even in the era of electrification. In the aerospace sector, as a recent topic, we delivered the new helicopter "SUBARU BELL 412EPX" to the National Police Agency in May of this year. Although the entire aviation industry is facing challenges due to the pandemic, we are tackling what we can now, viewing it as an opportunity.

The future that SUBARU envisions is "zero traffic fatalities by 2030" and "contributing to a decarbonized society through individuality and technological innovation." We aim to grow together with customers who resonate with this future.

SUBARU BE@RBRICK THE 1st MODEL 400%
Size | Approx. 280mm (height)
Release Date | Lottery sale scheduled for July 2021 on the "SUBARU Online Shop" www.subaruonline.jp
Price | 13,200 yen (tax included)
Distributor | SUBARU Corporation
※For inquiries,subaruonline.jpplease contact
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