With a tagline of “The ultimate form and outstanding range of motion combined! The strongest action figure in history!”, MEDICOM TOY presents its action figure series, MAFEX. Now celebrating its 10th anniversary, we delve into the appeal of this series as it moves into a new phase.

The highly anticipated film "Shin Ultraman," featuring the production team behind "Shin Godzilla," reimagines Ultraman.
MEDICOM TOY released "MAFEX Ultraman (Shin Ultraman Ver.)," the first Ultraman figure in the MAFEX series. Fans who got their hands on it have been showering it with praise for its high level of accuracy and wide range of articulation.

Many tokusatsu fans have mentioned in their reviews that they learned about MAFEX for the first time through "MAFEX Ultraman (Shin Ultraman Ver.)."
Each fan enjoys the figure in their own way, whether it's displaying it in their favorite pose, having it battle with their existing kaiju figures, or creating stop-motion animation videos by gradually moving the pose.
The joy of recreating the exact same poses from the movie with your own hands allows us to re-experience the inherent fun of toys.
We hope this inspires you to discover the appeal of MAFEX's diverse lineup.

Therefore, we will now focus on the past and future of "MAFEX" and interview a MEDICOM TOY development representative about the origin story of the series.

<What is MAFEX?>
These are action figures that balance the ultimate form with an outstanding range of motion, all in a collectible size of approximately 160mm in height. The series has featured a wide range of characters, primarily from movies and comics such as MARVEL and DC.
The first release was "MAFEX THE AMAZING SPIDER-MAN" in April 2013, followed by "MAFEX BATMAN (TM)" in May 2013.
Additionally, some MAFEX series products come with optional parts such as interchangeable wrist parts and effect parts, as well as a movable figure stand.

—Please tell us about the concept and the origin of the name when MAFEX was launched.

MEDICOM TOYBefore launching MAFEX, we were focused on producing "REAL ACTION HEROES," highly realistic 12-inch action figures.
At that time, the global market share for 6-inch figures was growing, which inspired us to apply the know-how gained from producing 12-inch figures to 6-inch figures as a new initiative. With the concept of creating figures that surpassed our "Miracle Action Figure" category from the 1990s, "Miracle Action Figure EX," or "MAFEX," was born.
Although our entry into the 6-inch figure market was later than other toy manufacturers, we feel we have established a genre by inheriting the methods of 12-inch figures into "MAFEX."

—Over the 10 years since its debut, how has MAFEX's sculpting and painting evolved?

MEDICOM TOYWhen we started working on MAFEX, it was precisely the period when sculpting technology was transitioning from handmade to digital, and it was a series of trial and error.
Through twists and turns, to enhance quality, we developed a highly refined hybrid method by ensuring that all production processes, while incorporating digital techniques, still involved human craftsmanship.

Similarly, in terms of coloring, the introduction of digital printing has led to significant technological advancements, enabling us to express the vitality of characters to an astonishing degree. We now use digital printing for color samples for photography, striving to minimize the gap between the samples and the mass-produced items.

—Please tell us about the dedication to the articulation, which is a key feature of MAFEX.

MEDICOM TOYRegarding the range of motion, we are committed to creating figures that can reproduce the character's signature "movements," "iconic panels" in comics, and "scenes everyone imagines" from movies.
It would be disappointing if customers couldn't recreate their favorite scenes after purchasing the figure. We believe that "MAFEX" is defined by its ability to naturally achieve the poses everyone envisions.
For the articulation joints themselves, we create custom joints with detailed textures, ensuring they don't disrupt the surface aesthetics as much as possible.

—Regarding MAFEX Ultraman (Shin Ultraman Ver.), please tell us about the challenges and points of dedication during its development.

MEDICOM TOYThe biggest challenge was creating possible poses from limited information. We had to imagine how Ultraman would move based on static reference images. To do this, we considered the intentions of the production team.

We wondered if we should retain the original TV poses, how to represent the Specium Ray. Since the available information was quite restricted, we expanded our imagination and ensured that the unique poses of the original Ultraman could be replicated. In hindsight, it was a relief that many of the poses we predicted were incorporated into the film.

—Please tell us about the reception after the release of MAFEX Ultraman (Shin Ultraman Ver.).

MEDICOM TOYSince sales were decided before the film's release, we prepared a large quantity of products to ensure many people could purchase them. Many Ultraman fans seemed to buy it before the movie's release, and after the film came out, the response was even better, and thanks to everyone, the product sold out from the manufacturer. We are deeply moved that we were able to create a product that brings joy to so many.

We are undertaking additional production to deliver this product to everyone who couldn't purchase it. It is scheduled to be restocked around August, so please look forward to it.

—This is a question about other lineup items. For figures like "MAFEX GWENPOOL" (released October 2018) and "MAFEX JOHN WICK" (released March 2019), could you tell us about the selection of niche characters that make fans exclaim, "They actually made this into a product!"?

MEDICOM TOYIt all comes down to MEDICOM TOY's core concept: "We make what we want." While they might seem niche at first glance, it brings us immense joy and gratitude when what we desire aligns with what our users "want!"

—The optional parts included with each character are also a major attraction. Could you share any development stories?

MEDICOM TOYIn the "MAFEX" series, we sometimes include parts that we regrettably had to omit due to timing as bonus parts with other characters from the same work. It's also common for us to add effect parts in a rush after watching the movie (laughs).

—What is the current sales situation overseas?

MEDICOM TOYMAFEX is distributed overseas for products where we have obtained the necessary licenses locally. DC characters, in particular, are very popular overseas. We also receive positive feedback for Kingsman, JOHN WICK, and NBA-related items. We strive to commercialize products that overseas customers can also get their hands on and experience the excellence of MAFEX.

—This is the final question. MAFEX has already released over 180 figures; what direction will the series take from here?

MEDICOM TOYFor comic book characters, production will continue unabated. For movie properties, we can only create figures once a new film is announced and released, so we decide what to make at the time information becomes available.
We aim to continue evolving by announcing products that meet expectations, so that you can look forward to the release information we announce on the 24th of every month. There is no end to "making what we want."

Lastly, please continue to look forward to future "MAFEX" releases.

MAFEX Ultraman (Shin Ultraman Ver.)
From the movie "Shin Ultraman," comes MAFEX Ultraman. Capable of recreating the Specium Ray and fighting poses. Various wrist parts included.
Size｜Approx. 160mm in height (Movable figure stand included)
Price｜¥6,600 (tax included)
Release Date｜Now on Sale
©︎2022 "Shin Ultraman" Production Committee ©︎Tsuburaya Productions