Gundam Build Fighters: When Toys Come to Life

Gundam Build Fighters [Sunrise, 2013], as a glorified toy commercial, stands at the fascinating intersection between art and commercialism. As most involved in the anime fandom know, these foreign cartoons are almost always little more than an advertisement for their source material, and Gundam Build Fighters has the slightly more unique distinction among them by being an ad for model robots rather than an narrative product.

This in mind, it is all the more marvelous that Gundam Build Fighters is simultaneously a triumph of creative narrative entertainment and intelligent advertising—but more than that, it’s a beautiful affirmation of the importance of fun, play, and sheer joy. How incredibly ironic that such a blatantly commercial enterprise should leave us with the final message that to sacrifice the love of something in the pursuit of material success is the worst kind of destruction that can be inflicted on our souls.

Gundam Build Fighters

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