|Takara Tomy (mostly in Japan and Asia)|
Tomy (mostly in Western countries)
|Type||Public kabushiki gaisha|
|Industry||Toys, video games, children's products and apparel|
|Founded||March 1, 2006 (Former Tomy, 1924; Takara, 1955)|
|Headquarters||7-9-10, Tateishi, Katsushika, Tokyo, Japan|
| Kantaro Tomiyama |
(President and CEO)
|Revenue||¥154,804 million (FY 2013–2014)|
|¥3,335 million (FY 2013–2014)|
|¥8,929 million (FY 2013–2014)|
|Total assets||¥156,467 million (FY 2013–2014)|
|Total equity||¥50,907 million (FY 2013–2014)|
|Owner||Tomiyama family through Tsukasa Fudōsan KK (7.94%)|
Number of employees
|509 (as of March 31, 2019)|
|Divisions||Tomy International, Inc.|
Tomy (Hong Kong) Ltd.
Tomy (Shenzhen) Ltd.
T-ARTS KOREA Company, Ltd.
Tomy (Thailand) Ltd.
Tomy (Shanghai) Ltd.
|Subsidiaries||T-ARTS Company, Ltd.|
Penny Company, Ltd.
Tomy Tec Co., Ltd.
Wako Company, Ltd.
Tomy Marketing Company, Ltd.
Kiddy Land Co., Ltd.
T-ENTAMEDIA Company, Ltd.
Tomy Ibis., Ltd.
|Website|| Tomy Global |
Tomy Company, Ltd. (株式会社タカラトミー, Kabushikigaisha takaratomī, Takara Tomy; d/b/a Tomy outside of most of Asia) is a Japanese entertainment company that makes children's toys and merchandise. It was created from a merger on 1 March 2006 of two companies: Tomy (founded in 1924 as Tomiyama, changing the name to Tomy in 1963) and long-time rival Takara (founded in 1955). The company has its headquarters in Katsushika, Tokyo.
The company was named Tomy as an abridgement of Tomiyama, which was the founder's surname. Starting as a manufacturer, Tomy had the largest product development team in the toy industry and plaudits for its technology. Nonetheless, by its third generation, president Mikitaro Tomiyama decided to streamline the company to be more competitive with wholesaler Bandai. Bandai developed its products more quickly, which was more appealing to television properties that required a fast turnaround. Despite internal and external opposition, Tomiyama was determined to aggressively pursue TV licenses such as Akakage and Osomatsu-kun.
Tomiyama was shocked when his son told him that Tomy's toys were bad and that he wanted to work for Bandai when he grew up. In response, he created the moderately successful Zettai Muteki Raijin-Oh, then Genki Bakuhatsu Ganbaruger, but the product development team followed these with Nekketsu Saikyō Go-Saurer, which was a catastrophic failure. It became common wisdom within the industry that Tomy couldn't support a multimedia franchise; however, Tomy established a relationship with Shogakukan and created the successful Wedding Peach and Let's & Go.
Tomy learned about the growing popularity of Pokémon through Monthly Coro Comic and obtained the commercial rights. Bandai at the time was busy with its big hit, Tamagotchi, and was not interested in Pokémon. Tomy acquired the rights to commercialize a wide range of merchandise, mainly toys, and released the "Monster Collection" of figures next year. The anime became a huge hit, and sales of related products doubled. Tomy, who had been the third largest company in the toy industry since the 1980s, rose to second place in 1997.
In 2001, competitor Takara's hit of Beyblade and Pokémon's slump saw Takara regaining second place and Tomy falling again to third. However, Beyblade subsequently faltered, which adversely affected Takara's fortunes; Tomy merged with the suffering company and became Takara–Tomy.
The company decided to use the name "Tomy" in international subsidiaries, and "Takara-Tomy" in Japan, because Tomy had built considerable international brand recognition while Takara's products (Microman, Transformers, Battle Beasts, Beyblade, B-Daman etc.) had been sold and branded by other toy companies such as Hasbro. Additionally, the financial cost of rebranding was prohibitive.
In Western media, the Takara–Tomy merger was typically characterised as a 'takeover' of Takara by Tomy, likely because several years of losses had put Takara in a financially weakened state at the time of the merger (although Takara did have significantly higher sales than Tomy). However, the companies' management teams had previously discussed merging, including at times when Takara appeared stronger. Under Japanese corporate law, the move was a merger of both companies on an equal basis.
Post-merger media speculation about the control of brands from the Takara–Tomy merger arose from the new use of a "TOMY" copyright on all packaging, including former Takara brands shipped by Hasbro, but this was merely a consequence of the decision to use only the Tomy name in international subsidiaries. In Japan, Takara-Tomy continues to use both Tomy and Takara as distinct brand names on toy ranges which originated in each separate company, and most new toy ranges or stand-alone products now carry the new Takara–Tomy brand.
Takara purchased a majority stake in Tatsunoko Production in June 2005. The studio then became a full subsidiary of Takara–Tomy following the March 2006 merger.[ citation needed ] (Tatsunoko is now majorly owned by Nippon TV.) Tomy UK was founded in 1982 for the sale and distribution of Tomy products in Europe, and it has successfully brought toys such as Zoids, and games like Pop-up Pirate, to the West. Tomy UK's slogan has traditionally been "Trust Tomy". In 2006, Tomy UK launched a website on which consumers can buy online from Tomy's catalogue. In early 2011, Takara-Tomy acquired RC2 Corporation and the RC2 sub-brand Learning Curve, which included The First Years, Lamaze, and Compass.
Takara-Tomy has manufactured a broad range of products based on its own properties which include, from the Tomy side: Tomica, Plarail, Zoids, Idaten Jump, Nohohon Zoku and Tomy branded baby care products, and, from the Takara side: Space Pets, Choro-Q (also known as Penny Racers), Transformers, B-Daman, Koeda-chan (also known as Treena) and Microman. The merged Takara-Tomy also produces and/or sells a wide variety of toy and game brands under license, such as Thomas & Friends , Disney, Pokémon , Naruto , The Game of Life (also known as Jinsei Game ), Rockman (a.k.a. Mega Man ), Mermaid Melody Pichi Pichi Pitch , Kirarin Revolution , Sugarbunnies and Animal Crossing . Tomy's rights to these licenses vary by region. One of the first examples of product synergy for the merged company was the combining of Takara's Jinsei Game (Game of Life) license and Tomy's Pokémon license to produce a Pokémon Jinsei Game.
Tomy sells many products worldwide, including baby and pre-school toys, baby monitors, mechanical and electronic games, consumer electronics, children's arts and crafts products, and a vast range of toys suited to girls or boys. They make a large selection of Disney, Pokémon and Thomas the Tank Engine merchandise. They also publish video games in Japan (mostly based on Zoids and Naruto anime series), and are responsible for the distribution of some Hasbro products in Japan, such as Play-Doh, Jenga and Monopoly. The company was formerly responsible for distribution of the My Little Pony products in Japan before Bushiroad acquired the distribution rights to them starting with the franchise's Friendship Is Magic line (though the animated television series was owned by Hasbro). Later in 2015, after Bushiroad disowned the distribution rights, Sega Toys reacquired the rights to all generations of the franchise. In the 1960s, Tomy was a sponsor and toy maker for the television show Giant Robo . They merged with Takara shortly before the bankruptcy of the mentioned company.
A list of notable products include:
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Digimon, short for "Digital Monsters", is a Japanese media franchise encompassing virtual pet toys, anime, manga, video games, films and a trading card game. The franchise focuses on the eponymous creatures, who inhabit a "Digital World", a parallel universe that originated from Earth's various communication networks.
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The Transformers is a line of mecha toys produced by Japanese company Takara and American toy company Hasbro. Initially a line of transforming mecha toys rebranded from Takara's Diaclone and Microman toy lines, it spawned the Transformers media franchise.
Bandai Co., Ltd. is a Japanese toy maker and a producer of many plastic model kits as well as a former video game company. Its headquarters are located in Taitō, Tokyo. From 1981 until 2001, Bandai also produced video game consoles.
Zoids is a Japanese science fiction media franchise created by Tomy that feature giant robots called "Zoids". A Zoid is essentially a large mechanical animal, with designs being based on animals; including dinosaurs, insects, arachnids and mythological creatures.
Blythe is a fashion doll, about 28 cm (11 inch) tall, with an oversized head and large eyes that change color with the pull of a string. It was created in 1972 and was initially only sold for one year in the United States by toy company Kenner. In 2001 the Japanese toy company Takara began producing new editions of Blythe dolls. There is a network of hobbyists who customize the doll for resale and create clothing and shoes for Blythe. Enthusiasts share photographs of their work and other types of dolls on the Internet.
Takara Co., Ltd. (株式会社タカラ) was a Japanese toy company founded in 1955. In March 2006, the company merged with Tomy Co., Ltd. to form Takara Tomy. The Takara motto was 遊びは文化」("playing is culture").
Eighting Co., Ltd., stylized as 8ing, is a Japanese video game developer and publisher. It was formerly known as Raizing. It is known for its shoot 'em ups and its licensed fighting games.
Tomica is a line of die-cast toy vehicles produced since 1970 by Takara Tomy Co. of Japan. Ostensibly, Tomica diecast were an outgrowth of Tomica World, an autonomous toy line of motorized train accessories that Tomy had created based on Plarail and produced since 1959. Similar in concept, Tomica can be thought of as the Japanese Matchbox - but focuses mainly on Japanese brands.
Sonokong Co, Ltd. is a Korean toy/game entertainment company. It was established in 1974. The corporate headquarters are located in Sugung-dong Guro-gu Seoul, Korea. The technical license of the company is owned by Takara and Hasbro.
Bandai Namco Holdings Inc., also known as the Bandai Namco Group and generally Bandai Namco, is a Japanese holding company which was formed from the merger of Bandai and Namco on September 29, 2005. It specializes in toys, video games, arcades, anime, and amusement parks. Bandai Namco also supply various arcade machines to movie theaters and arcades across the globe.
Choro-Q is a line of Japanese 3–4 cm pullback car toys produced by Takara. Known in North America as Penny Racers, they were introduced in late 1978 and have seen multiple revisions and successors since. Choro-Qs are stylized after real-world automobiles, with real rubber wheels and a pullback motor that makes them move. Each car has a coin slot at the back, where inserting a penny will make it perform a wheelie when the car is released.
The Pokémon Company is a Japanese company responsible for brand management, production, marketing and licensing of the Pokémon franchise, consisting of video game software, a trading card game, anime television series, films, manga, home entertainment products, merchandise, and other ventures. It was established through a joint investment by the three businesses holding the copyright of Pokémon: Nintendo, Game Freak, and Creatures. It began operating in 1998 and adopted the moniker Pokémon Ltd. in October 2000. The company is headquartered in the Roppongi Hills Mori Tower in Roppongi, Minato, Tokyo.
Beyblade is a line of spinning-top toys originally developed by Takara, first released in Japan in July 1999, along with its debut series. Following Takara's merger with Tomy in 2006, Beyblades are now developed by Takara Tomy. Various toy companies around the world have licensed Beyblade toys for their own regions, including Hasbro in Western countries, Sonokong in South Korea, and Takara Tomy for Eastern countries.
A transforming robot is a robot that can change to take the appearance or form of another object. This type of robot was a very popular toy concept in the 1980s; such toy robots could morph to resemble everyday objects, machines, or animals, and vice versa.
Plarail, pronounced in English as Play rail is a toy train and plastic track system made by Tomy and introduced in Japan in 1959. It was expanded into a battery-operated electric toy train system in October 1961. Plarail is not compatible with most other brands of model railway, although as it has a similar rail gauge to the wooden toy train systems, rolling stock may run on both systems to some degree.
Toys-to-life is a video game feature using physical figurines or action figures to interact within the game. These toys use a near field communication (NFC), radio frequency identification (RFID), or image recognition data protocol to determine the individual figurine's proximity, and save a player's progress data to a storage medium located within that piece. It was one of the most lucrative branches of the video game industry, with the Skylanders franchise alone selling more than $3 billion worth over the course of four years.
Beyblade Burst is a Japanese manga and toyline created by Hiro Morita, originally based on Takara Tomy's Beyblade franchise. The third incarnation of the franchise after the Metal Fight series, the Beyblade Burst toyline launched on July 15, 2015 while the original manga was serialized in Shogakukan's children's manga magazine CoroCoro Comic in August 2015 and is currently compiled into sixteen tankōbon volumes. Shogakukan's South East Asian branch began publishing it in English in April 2017.
Zoids Wild is an anime series based on the Zoids model kits produced by Takara Tomy. It is the 5th Zoids anime. It is part of a crossmedia relaunch of the franchise encompassing a new toy line, manga series, and video game for Nintendo Switch predominantly aimed at boys aged 10–12.
Shinkansen Henkei Robo Shinkalion is a Japanese toy franchise created by Takara Tomy, in association with the Japan Railways Group. It is a spin-off of the long-running Plarail model train franchise, with the toys first launched back at March 16, 2015. An anime adaptation by OLM, Inc. aired in all JNN stations in Japan from January 6, 2018, to June 29, 2019. A new anime titled Shinkansen Henkei Robo Shinkalion Z started airing on April 9, 2021 on TV Tokyo.
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