8Bit/Digi

A Look at AmiAmi’s Presence at Anime Expo

AmiAmi is a major retailer of anime and video game merchandise, including figurines, model kits, and plush toys. It’s also well-known for collaborating with artists on original projects and popular IPs for special events. During Anime Expo 2025, AmiAmi was among the biggest names with a commanding presence on the show floor.

On Day 3 of Anime Expo 2025, I had the opportunity to tour the AmiAmi booth, guided by Azusa Iwanaga, Public Relations Manager at AmiAmi. During the visit, I learned more about their ongoing collaborations with major brands and entertainment franchises, as well as the exclusive merchandise available for purchase on the expo floor.

AmiAmi at Anime Expo 2025

The tour began with an overview of AmiAmi’s latest collaborations with major brands and entertainment franchises. One highlight was the upcoming one-year anniversary of their Hololive Production partnership featuring Ninomae Ina’Nis. To celebrate, fans were invited to share messages for the popular VTuber on a dedicated message board promoting the collaboration. AmiAmi was also promoting a collaboration with Pac-Man and The Idolmaster to commemorate each of their respective anniversaries. As part of the celebration, limited-edition commemorative shirts were made available for early purchase.

During my tour, AmiAmi was hosting a giveaway that drew a steady line of eager fans. Guests who registered through AmiAmi’s website were invited to participate in a Garapon spin, a traditional Japanese prize lottery. Participants had the chance to win a variety of exclusive prizes, including an Amico-chan figurine.

One of the most attention-grabbing displays at the booth featured figurines from the Elf Village collection, an original series of characters by Vertex Originals. Showcased in glass cases facing out into the Dealer’s Hall, these exquisitely detailed figures captivated the attention of guests. They quickly became some of the most popular items, with most selling out by Saturday.

One thing Iwanaga noted was that a lot of their inventory has sold out. To gauge how successful AmiAmi’s presence at Anime Expo had been, I visited their booth on Day 1 to get a sense of what to expect. The shelves were fully stocked with a wide range of merchandise, and lines of guests gathered to see what was available. By Day 3, those same shelves were nearly empty. Most of the available figurines had sold out, and many other items were in low supply. What didn’t change were the long lines of fans eager to check out the booth or take part in the many giveaways. It was a clear testament to the strong reputation AmiAmi holds among fans and collectors.

Fundraising For LA Wildfire Victims

AmiAmi’s appearance at Anime Expo 2025 wasn’t solely about promoting collaborations and merchandise—it was also about giving back. The company took the opportunity to raise funds for communities impacted by the devastating wildfires earlier this year. A dedicated section of their booth showcased specially marked merchandise, with 100% of the proceeds going toward wildfire relief and rebuilding efforts. For AmiAmi, it was a heartfelt way to give back to a community that had been devastated by a tragic ordeal.

Final Walkthrough

AmiAmi was among the many major vendors with a commanding presence in the Dealer’s Hall at Anime Expo 2025. They were just one of the over 400 vendors who were present at the event to either showcase their latest merchandise or announce their upcoming project. Together, these exhibitors helped create an unforgettable weekend for attendees.

This special report is part of 8Bit/Digi‘s coverage of Anime Expo 2025. If you attended the event, please share your thoughts in the comment section below.

Disclaimer: Anime Expo provided me with a pass for the weekend.

8Bit/Digi is an independent media outlet that provides insight into the gamer community of the San Francisco Bay Area.