Mobile Suit Gundam and its tie in line of model kits have always marched in lockstep. If the anime gets a cool new giant robot it wasn’t long before you were able to buy a kit and build the model of it. At this point Gundam has been around so long that the models, now being sold under the unified “Gunpla” brand, have taken on a fandom all their own independent from the anime franchise. Gundam Build Fighters is a transparent method to get kids and fans of Gundam anime into the culture of Gunpla and it certainly worked on me: after watching build fighters I’ve spent almost $300 on Gunpla.”
In the world of Gundam Build Fighters a new technology was created that reacts with the plastic in Gunpla and enables a person to control their plastic model with holographic controls. The Plavsky particle changes a flat service into one of a number of battlefields and gives power to the Gunpla’s weapons and propulsion systems. So when the Gunpla battle is occurring it’s no different from when mobile suits fight in the regular show… except in Build Fighters they are made of plastic and four inches tall. These particles have real effect on the world and Gunpla that loses in battle are physically destroyed.
The main protagonist is Sei Iori whose father took second place in the Gunpla Battle world championship five years earlier. Sei is an expert model builder but is horrible at battling. This is illustrated in the first episode when a punk kid who brings his own poorly made model into Sei’s store and is able to defeat Sei’s custom, beautifully built Strike Gundam. The kid wants to fight for Sei in the upcoming world tournament but Sei doesn’t believe that he will treat his Gunpla with enough respect. So there comes on final challenge, if Sei loses to, he has to let him fight for him in the tournament.