Its products are usually based on anime, manga or video games that are currently popular in Japan, China and the United States, although the company also produces products based on other media properties such as the voice synthesizer software Vocaloid, VTubers[1][2] and various western franchises such as Marvel Cinematic Universe and Masters of the Universe.

As of June 2012, Good Smile Company moved from Matsudo, Chiba to the Tokyo Skytree's East Tower, which has become the joint headquarters for them and Max Factory.

[3] The team made its Super GT debut in 2010, featuring drivers Taku Bamba and Masahiro Sasaki in a Porsche 911 GT3, but would find little success early on.

The team would prove to be a revalation in its second year of competition, though, winning three out of eight races and taking the 2011 GT300-class title, fielding the new BMW Z4 GT3 and a new driver in Nobuteru Taniguchi alongside Bamba.

They would later win another two GT300-class championships in the 2014 and 2017 seasons with drivers Nobuteru Taniguchi and Tatsuya Kataoka, becoming one of the most successful GT300-class teams in Super GT history.

[5][6] In 2022, Good Smile Racing made its foray into the United States market, positioned as a clothing and hobby product brand.

Good Smile is also a longtime personal sponsor of former Formula One driver and two-time FIA WEC champion Kamui Kobayashi.