The figma (フィグマ) series is a Japanese action figure line produced by Max Factory and distributed by Good Smile Company. The product series was created by Max Factory CEO MAX Watanabe and Masaki Asai, as a "counter" to the Revoltech line, with a focus on articulation. Each figma comes with various accessories such as exchangeable faceplates and hands, and other optional parts.
The line mainly features figures that are significant in pop culture in Japan, primarily characters from Japanese anime, manga and video games, with the occasional western character or real person such as Billy Herrington who had significance in Japanese pop culture due to internet memes in the country.
The first figma was a special edition Haruhi Suzumiya with the product code SP001 included with the limited edition release of the PS2 game, Suzumiya Haruhi no Tomadoi, released on January 31, 2008. The first regular release figma, Yuki Nagato from the series The Melancholy of Haruhi Suzumiya was released in February 2008.
The line is prolific in Japan, where it is frequently covered by reputable news media such as Famitsu and Dengeki Hobby.