Figma (フィグマ) is a Japanese action figure line produced by Max Factory and distributed by Good Smile Company. A large number of the figures are based on bishōjo anime characters, and are available with various accessories, such as exchangeable faces. Occasionally figma figures are created based on other subjects such as characters from the Japanese voice synthesizing software, Vocaloid, from a well-known bullet hell game Touhou, the subject of a popular Japanese internet meme, Billy Herrington, and a figure of Michael Jackson from his "Thriller" music video.

Figma focuses primarily on humanoid figures, and due to the high amount of articulation and small joint sizes, Figmas tend to be fragile.

Rob Bricken, reviewing a Lelouch Figma figurine for Anime News Network, described it as "the perfect marriage of accuracy and poseability". He later described the Figma line in general as "[one] of the most prolific (and reasonably priced) anime toylines around". In 2008, three Figma dolls were among the top ten 'toy and hobby' items sold on Amazon Japan.

The first figma was a special edition Haruhi Suzumiya based on and bundled with the PS2 game, Suzumiya Haruhi no Tomadoi. It was released on January 31, 2008 with the product code SP001. Since then, figmas have been produced in three different formats:

* normal edition with three-digit product codes, such as 001
* special edition with three-digit product codes preceded by SP, such as SP001. These figmas usually come bundled with a video game, manga or DVD
* limited edition with three-digit product codes preceded by EX, such as EX001. These figmas are sold exclusively at events, such as Wonder Festival, a semi-annual event hosted by Kaiyodo.


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