After a chilled introduction in the figure market with the Half Age Girls series in mid-2009, Bandai shifted the focus from cute girls to popular shonen series with the remarketed Half Age Characters series in mid-2011, this time with a stronger impact. This figure series started with Gintama, Naruto Shippuden and Ao no Exorcist. The concept has then been applied to One Piece in late 2011 with the New World version of the Straw Hat pirate crew.
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