Kubo said in response, "Ichigo's fullbring outfit was based on the image of Tokusatsu heroes that little kids would find it ...

His entire ploy was to make Ichigo achieve his Fullbring, killing him and absorbing his power into himself later. This was all so that he could exact his revenge on the Soul Society that betrayed him.

His Fullbring ability, "Book of the End," allows ... His actions challenge Ichigo and his friends on a deeply personal level, making the stakes higher without needing to destroy entire worlds.