S-FIRE

SEGA's premium figure brand, built from scratch to surprise collectors

At a glance

Status
Active.
Based in
Chiyoda Tokyo Japan.
Known for
Super Situation Figure scenes from Chainsaw Man and My Hero Academia.
Good fit
collectors who want a complete anime scene rather than a character on a plain base.
Before buying
check the full scene size and price before ordering; larger releases can reach 70000 yen.
Research coverage
Developing

TL;DR

  • SEGA spent decades making prize figures, the lower-cost collectibles often won from arcade machines. S-FIRE, launched in 2021 through SEGA FAVE Corp, was built to compete in the premium market.
  • The Super Situation Figure series sculpts specific anime scenes rather than general poses. Think of Denji at the moment he pulls his chainsaw cord.
  • For Chainsaw Man and My Hero Academia, S-FIRE works from anime production materials supplied by MAPPA.
  • Budget 22,000 to 70,000 yen ($145-$465 USD), depending on the size and complexity of the scene. The optional augmented-reality app is not the main draw.

SEGA’s Clean-Slate Premium Brand

Producer Hiroshi Takenaka made an unusual call when building S-FIRE: start without reusing SEGA's existing figure-making systems. The team reused no molds, data from arcade-prize figures, or production processes. The brand launched May 5, 2021, through SEGA FAVE Corp in Chiyoda-ku, Tokyo, with entirely new sculptors and production standards.

SEGA's arcade-prize figure operation is large and established, but buyers of premium figures expect a different standard. The name combines the SEGA 'S' with 'FIRE,' internet slang for something hot in both English and Chinese communities.

Sculpting Complete Anime Scenes

Most figure manufacturers sculpt a character standing, sitting, or in a general action pose. S-FIRE sculpts a complete scene. The Super Situation Figure series picks a specific anime moment and freezes it: not 'Denji with a chainsaw' but 'Denji pulling the cord.' Each piece works as a self-contained miniature scene display.

MAPPA supplies anime production reference materials for Chainsaw Man and My Hero Academia releases, so S-FIRE can reproduce details other manufacturers may have to rebuild from screen images or promotional artwork. S-FIRE also shipped the first figures with built-in augmented reality through the Play AR app. Releases run 22,000 to 70,000 yen ($145-$465 USD), with the higher end reflecting scenes made from multiple elements.

The Sculpt Is the Feature, Not the AR

Sold by AmiAmi, HobbyLink Japan (HLJ), and most major Japanese figure retailers with international shipping. The augmented-reality app adds a digital layer, but the physical sculpture does the heavy lifting.

If you collect Chainsaw Man or My Hero Academia and want something beyond a character posed on a blank base, S-FIRE is targeting you specifically. The scene-based format also means these pieces look complete on a shelf without needing other figures next to them for context. The tradeoff is size and price: the largest releases reach 70,000 yen.

Sources