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Media & Entertainment

Bandai showcases 'Gundam' as vehicle for sustainability

New project taps venerable franchise's social themes as path to greater value

Bandai Namco now collects scrap plastic from Gundam model kits to recycle into new models. (Photo by Takako Fujiu)

TOKYO -- From its 1979 debut, Japan's storied "Gundam" franchise has grappled with the themes of overpopulation and environmental degradation alongside its battles of giant robots.

Now, Bandai Namco looks to use the series to bring together ideas and technology to tackle these problems in the real world while also boosting the value of its crown jewel intellectual property.

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