elCOCO

Large prize figures and palm-sized articulated characters

TL;DR

  • elCOCO made 1/7 and 1/8 scale proportions part of its crane-game prize identity.
  • Dform+ turns small, big-headed character designs into articulated figures with alternate parts and accessories.
  • A first purchase can be chosen by format: Frieren and Fern for a paired scene, Dform+ for posing, or Re:Zero costume figures for color and decorative bases.
  • The legal company became PlugOne in January 2026, but elCOCO remains the figure brand on current product pages.

A 1/7 figure made for crane games

elCOCO put a 1/7 scale label on a crane-game prize and made that unusual pairing its calling card. A 1/7 figure represents a character at one seventh of the character's full height. A prize figure is distributed through amusement venues rather than a standard manufacturer preorder. The scale describes the intended proportion, while the prize label describes how the product reached collectors.

The corporate origin was similarly hybrid. CL Holdings formed the operating company on August 10, 2022 with a 51 percent stake, while Design COCO held 49 percent. CL Holdings brought IP acquisition and retail-platform experience, and Design COCO brought figure-production knowledge. Design COCO, covered separately by Figurepedia, is the historical co-founder rather than elCOCO's current owner.

The first documented figure deployment arrived in September 2023 with Yukito Yagi from AYAKA as a Dform+ figure. By December, elCOCO had added 1/7 Aqua and Ruby Hoshino figures from Oshi no Ko in matching original idol costumes. Those releases established the two formats that still explain the brand most clearly: large fixed figures and small articulated characters.

How Dform+ and licensed series built the catalog

Dform+ is elCOCO's articulated chibi line. Chibi means a small figure with an enlarged head and shortened body. The roughly 9 to 10 cm releases can move at the head, torso, arms, and legs, and character-specific sets may add alternate faces, hands, clothing parts, or weapons. Manjiro Sano and Keisuke Baji from Tokyo Revengers helped introduce the format in December 2023, followed by characters from Chainsaw Man, Frieren, KonoSuba, and Re:Zero.

The fixed figures gave elCOCO a different kind of display presence. Frieren and Fern recreate a seated wagon scene at about 11 and 11.5 cm tall, despite their 1/7 labels. KonoSuba's Aqua and Megumin use standing 1/7 compositions at about 19 and 21.5 cm. The five Kamitsubaki City Under Construction heroines pushed the idea into a coordinated 2025 wave of 1/7 Round1 prizes.

The catalog also makes room for physical gimmicks. Pulling Pochita's tail activates a sound effect, while the Kaiju No. 8 head uses internal lighting. A four-character Shin Japan Heroes Universe Dform+ set brought Godzilla, Evangelion Unit-01, Ultraman, and Kamen Rider into the same Round1-exclusive wave. These side paths keep elCOCO from reading as only an affordable fixed-figure label.

What to buy first and what it costs

For a first elCOCO, choose the format before the character list. Frieren and Fern show how the maker builds a shared scene from two compact figures. Dform+ is the play-oriented option for collectors who want to adjust a pose or swap an expression. Re:Zero's Cream Soda and Jewel Princess releases favor original costumes and decorative display concepts.

Most Japanese elCOCO releases are amusement-only prizes, so they do not have the usual manufacturer list price of a retail scale figure. Representative current BBTS listings put individual imports at about ¥4,100 to ¥8,400 ($27 to $56 USD at about ¥150 per dollar). Examples include Dform+ Megumin at $27.19, KonoSuba Aqua at $39.89, Overlord's Albedo at $45.99, and the Re:Zero Jewel Princess figures at $55.99 each.

A large scale fraction does not turn an amusement prize into a discounted premium figure. The useful comparison is release by release: look at the pose, included parts, base, and delivered import price. That keeps the brand's real strength in view, which is giving collectors several kinds of display experience inside a prize-product catalog.

The company became PlugOne, but elCOCO remained

CL Holdings acquired 100 percent of the operating company in October 2024, ending Design COCO's equity ownership. On January 1, 2026, the legal company changed its name from Kabushiki Gaisha elCOCO to PlugOne Co., Ltd. PlugOne is wholly owned by CL Holdings and is based in Minato, Tokyo.

The product name survived the corporate change. A February 2026 PlugOne announcement introduced new 1/7 Aqua and Ruby figures for Oshi no Ko under the elCOCO name, with Round1 deployment in March. March 2026 is also the newest deployment month exposed by the official product catalog as of August 7, 2026.

That leaves elCOCO with a clear collector identity inside a broader merchandising company. The March 2026 Aqua and Ruby pair returns to the same license and the same 1/7 format that shaped its 2023 launch period. The company name changed, but the brand's large-format prize idea remained visible on the product.

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