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Corporate Profile ■ Message from Management CORPORATE PROFILE ■ MESSAGE FROM MANAGEMENT Growing Together With Children Children are enveloped in an environment marked by dizzying change with the popularity of smartphones and tablets, as well as social networking services, Founding Philosophy broadly changing what a toy is and the modes of play. Such times call on us to evolve the universal Let’s excite the world’s markets significance of our toys cultivated during our with our outstanding products. 90-year history and our carefully nurtured brand value by aligning them with the times. Our sincerity and diligence will In these ever-evolving times, we must take up the contribute to society and lead to challenges of toys incorporating new technologies our own success and happiness. that fuse analog with leading-edge digital and becoming a company that expands along with the children growing up in these times. Looking back as the TOMY Group approaches Corporate Mission our 90th anniversary, we can say that great changes have occurred in our history every 30 years. During Our mission is to fulfill the dreams the First Generation, we went from being a small shop of our stakeholders, including floor to a company sweeping over the world’s markets The dreams of children with our tin toys; next, we transitioned into the Second Generation, which was defined by a materials The dreams of our employees revolution toward plastic toys; and, finally, we evolved The dreams of our shareholders into the Third Generation, when in tandem with the The dreams of our business partners growth of mass media toys value was added via data. The dreams of our society We stay in touch with the times and continue to evolve, with our strong belief in innovation and change, We will create new value from play. putting smiles on the faces of children around the world our priority, applying pride in our handiwork down to the most minute detail when it comes to safe and secure quality, and maintaining flexible creativity to address the times and continue progress. Now we are opening a new door to the Fourth Representative Director & Generation. Chief Operating Officer President & CEO Head of Global Business HQ We have a strong desire to grow our “global Kantaro Tomiyama Harold George Meij smile network” as a leading toy company, and we will turn the passion of our employees into a strength to continue to spawn dreams and take on the challenges of the times. 1 2 ■ OUR HITMAKER SYSTEM Team Play for Excitement We are all professionals from a variety of disciplines such as product development, manufacturing and distribution, marketing and sales, and customer relations listening to Conveying the customer voices and working as a team in applying our craft to create a “circle of excitement.” This close teamwork, through which ideas for new products are born of the bright expressions charm of toys on the faces of children seeing our toys on the sales floor and improvements in the production Developing system are derived from the advice of customers, is the driving force of TOMY’s bright future. meeting places Marketing Point of Marketing is conducted to familiarize Availability people with a toy that has been created. Every point of sales is a place where customers Information about the toy is presented encounter our toys. We continually ask “Are we Providing through a variety of approaches, including offering fun places to buy toys?” and “Where safety and security media activities, retail site programs and are the places that make it easier to buy toys?” events. At the same time, we keep our In addition to our existing sales channels, we antennae tuned in to catch any feedback seek to expand our retail market to include Safety from customers as quickly as possible to other venues that will make it easier for Shaping dreams reflect that in future toy development. customers to acquire our toys. We have been proposing the creation of retail outlets that Safety and security are TOMY’s lifeline. Our have the right characteristics to perform under manufacturing always proceeds with product existing business conditions. safety as our top priority, from the quality, shape and strength of a toy through inspections for toxic substances. In addition to adhering to the Close contact Creativity safety standards of every country in which our with toys are sold, we have established our own strict our customers Creating a toy involves imagining the form safety standards and exert thorough quality of an object children will take into their controls, because when it comes to products hands for play; this plants the tiny seed of for children safety is essential. Customer Support an idea. Next, global toy trends and the latest technologies are brought into play to create toys that fully express dreams. The creativity that brings forth something We provide consultation on products and from nothing has been TOMY’s strength repairs at the TOMY Customer Service Desk, since our founding. and treat our customers’ hopes for and complaints about our products as valuable feedback, all of which we share within the company. In this way, we gain new product development ideas and suggestions for improving manufacturing, distribution and our sales structure. 3 4 ■ OUR PRODUCTS To Shape Dreams Tomica Our toys are beloved worldwide and bring smiles to the faces of children and adults alike. At TOMY, giving form to dreams involves daily efforts to develop new products by applying the latest technologies and our spirit of creative originality. Shop We take seriously the idea that the basic concept of play is unchanging, while we also Home goods believe that the secret to developing long-selling products is to incorporate changes Books accompanying the times and evolve together with the current generation of children. Apparel and fashion goods 1967 First-generation LICCA doll Sundries Young girls during that period were crazy about LICCA. With shining eyes and long, slender limbs, the doll looked as if she had leapt straight from the pages of a Japanese manga 1982 comic. The LICCA doll Stationery TOMICA had the looks preferred by Candy and food the Japanese, gaining her Personal care TOMICA was born in 1970 of fervid support among young a desire “to deliver a made- girls and establishing her in-Japan toy car for Japanese popularity. children.” More than 500 Key brands million have been sold up to Brand development now, and they continue to be 1967 loved by three generations. Brands that do not TOMICA brand that is evolving far beyond toys change but are responsive We are polishing the charms of this ins with a variety of companies, to changes in the times long beloved brand and projecting including those in the apparel, candy Since her 1967 debut, LICCA has been new value for growth in relating to and food, stationery, daily necessities a doll brand that shapes girls’ dreams. every aspect of boys’ lives while and publishing businesses, resulting For whom is the toy geared, and how maintaining the essence of the in the creation of a broad range of do you get it into the hands of children? TOMICA brand. items. We also hold events such This long-selling product was born TOMY’s TOMICA brand series as the TOMICA Expo and develop of thorough studies of the tastes and enjoys an 86.5% or greater* share of specialty shops so kids not only have preferences of girls at a time when the the mini-car toy market among boys toys to play with but also places in LICCA seven and younger. Our TOMICA which to have fun. term “marketing” had yet to come into existence. We have since continued 1982 mini-car series is involved in tie- *According to TOMY’s research. to weave in trends that keep the doll 2014 Third-generation 2014 LICCA doll timely while not changing the basic play Rich Wave × concept, resulting in the doll becoming The third-generation LICCA doll LICCA doll, launched in a beloved toy across generations, 1982, was given a slightly This is the Harajuku Girls smaller face and a smile. among adults and children. School Series LICCA doll She became much more based on the pop entertainer PLARAIL, another of our long- fashionable, with long theme loved by modern straight hair and small sellers, has maintained the same rail and girls. This model features earrings. car specs since its launch more than 50 items that girls of today love, 20142014 such as band formation and E6 Series Komachi years ago, and we have made sure never stage costumes. Shinkansen to change the basic specifications. The 1959 PLARAIL brand is known for “exceeding First-generation The specs for PLARAIL’s blue rails PLARAIL have not changed since the product’s and connecting the generations” as a launch. The cars that run on those Plarail toy that children enjoyed 50 years ago This plastic steam engine blue rails always incorporate the and rail set, which uses hand trends of the times, and PLARAIL and, while new parts have been added propulsion, was launched in has continued to evolve along with JR東日本商品化許諾済 to it, it remains a popular toy to this day. 1959 1959 as the original PLARAIL. Japan’s rail culture. 5 6 Movements The power of toys to give rise to social movements “Now that you mention it, I played competitions held in stores. This has Hello with that toy.” “Yes, I liked that one!” spawned movements surpassing Pokémon There have been many toys that national boundaries, such as the were emblematic of their time and Asian and World Championships that about which shared experiences are hosted representatives from many discussed.
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