62 TOMY COMPANY, LTD. ANNUAL REPORT 2017 Product History TOMY’S FOCUS Craftsmanship/Wartime and postwar st generation 1924- nd generation 1954- 1 INDUSTRY TREND Metal and motors 2 1920 1950 1960 Founded Tomiyama Toy Transferred from Early success in expanding Seisakusho, the predecessor metal to plastic overseas during the export of today’s TOMY boom After World War II, the company’s On February 2, 1924, Eiichiro B-29 Bomber friction toy became a At a time when half of the toys it Tomiyama founded Tomiyama Toy major hit in and outside Japan, blazing produced were exported, TOMY was Seisakusho, the predecessor of today’s the way for the export of large toys. In quick to open representative offices TOMY Company, Ltd. The company 1953, the company began its journey in New York and Europe with the aim manufactured numerous toy airplanes, toward becoming a modern enterprise of making inroads directly. In Japan, establishing a reputation in the by incorporating, and in 1959 it the company established production industry linking the Tomiyama name established a sales subsidiary, bases, set up a development center–an with toy airplanes. Later, the company which had been the founder’s ardent unprecedented move in the industry– expanded its business through one wish since the founding. Around this and took other steps to create a system industry-leading initiative after time, waves of innovation in materials uncompromisingly committed to good another, including the establishment and technology rolled through the toy manufacturing. of the first factory in the toy industry industry, ushering in a major turning TAKARA grew into a comprehensive with an assembly line system and the point when metal was replaced toy manufacturer, propelled in its creation of a toy research department. with plastic and friction toys were business expansion by hit products Tomiyama also contributed greatly succeeded by electric toys. Sato Vinyl that made use of the company’s vinyl to the modernization of the toy Industries, a predecessor of TAKARA processing technology. industry through its determined Co., Ltd., was founded in 1955. efforts to improve the standing of toy 1960 Dakko-Chan manufacturers. 1951 B -29 1964 Ohanashi Miko-Chan 1953 Speedway Racer No. 3 (Talking Miko) 1924 AERO PLANE BREGUET 1957 Bubble Blowing Elephant 1967 LICCA doll 1930 LOOPING PLANE 1959 Piggy Cook 1968 The Game of Life Sky Ping-Pong 1935 AIR MAN (Japanese Version) Water Game 1937 TANK Plastic Train and Rail Set Magic Skyrail 1946 JOHN DEERE 1969 Tumble Robot AERO PLANE BREGUET ZOIDS Sensei Plastic Train and Rail Set B-29 JOHN DEERE * Koeda-Chan mini dolls Sky Ping-Pong Pop Up Pirate THE GAME OF LIFE TOMICA LICCA doll Product History 63 TOMY S FOCUS ’ Mass development and production rd generation 1984- INDUSTRY TREND Material revolution 3 1970 1980 1990 Start-up of overseas Ongoing reform and From “product out” to production expansion of sales channels “market in” After commissioning production in TOMY established the Handicap Toy TOMY prepared for regeneration Hong Kong, TOMY opened its first Laboratory in 1980 and popularized with a new structure. With this, it factory in Singapore, making it one efforts in the industry to create announced a business diversification of the early companies to embark barrier-free toys. In 1985, the Plaza strategy focused on the three core on overseas production. Masanari Accord threw the company into a areas of toys, general goods and Tomiyama was appointed the second sudden management crisis, and drastic multimedia products. It rolled out a president and CEO in 1974, the reforms were implemented, including stream of new measures, including company’s 50th anniversary. TOMY the closure of factories in Japan. The entry into the character business and and TAKARA both released numerous following year, Kantaro Tomiyama a business alliance with HASBRO, Inc., long-selling products that remain was appointed the third president and in the United States. In 1997, TOMY popular to this day. CEO in a shakeup of the management went public and in 1999 it was listed structure. TAKARA went public in on the Second Section of the Tokyo 1970 TOMICA 1984 and grew steadily, being listed Stock Exchange. From the second half G.I. Joe on the Second Section of the Tokyo of the 1980s, TAKARA expanded its 1972 Henshin Cyborg Stock Exchange in 1986. In 1988, the Hearty Series for enriching people’s 1974 Microman (Micronauts) company switched from a focus on its lives and released products based on 1975 Pop Up Pirate core business of toys to diversified TV characters that became hits. With Pocket Mate operations, rolling out products aimed this aggressive product expansion, the Tuneyville Choo Choo at a wide range of fields. company was listed on the First Section Kotetsu Jeeg of the Tokyo Stock Exchange in 1991. 1976 Water Game 1980 Choro-Q (Penny Racers) Amikko Knit Stitcher Diaclone 1990 Musican Born Free 1981 Pa c - M a n Dear Word Processor for children T O M I X UNO Chibi Maruko-chan character products 1977 Sensei 1982 Japanese version Barbie 1991 Healing Birds Koeda-Chan mini Tomy Tutor (Pyuta) 1992 Thomas and Friends dolls (Treena & Orihime Weaving Machine Super Famicon software Legend Her Forest Friends) Mechabonica of the Hungry Wolf 1978 Black Racer 1983 ZOIDS 1993 B-Daman 1984 Transformers Pinkish Omnibot 1994 Perfect Picture Maker 1986 Jenny doll 1995 Toshinden Cotton Candy Maker L a m a z e GACHA* 1987 Palm Pets 1996 Cella Sticker Machine Norakurokun Rock'n plush Lullaby Home Theater 1988 Rock ’n’ Flowers 1997 Pokémon (Toys) Mashin Hero Wataru character products BEAST WARS: TRANSFORMERS GACHA 1998 Polaroid Pocket Xiao Jenga 1999 Furby 1989 Kentoshi Boxing Ring BEYBLADE Plush Goma-chan from Twister Musican Shonen Ashibe Monopoly1989 Rock ’n’ Flowers Lamaze BEYBLADE Choro-Q TOMIX Approved by Furby TRANSFORMERS Pokémon East Japan Railway Company * The photographs do not represent those at the time of product launch. 64 TOMY COMPANY, LTD. ANNUAL REPORT 2017 Product History TOMY’S FOCUS Marketing/Growth of mass media rd generation 1984- 3 INDUSTRY TREND Public information revolution 2000 2010 Beginning of a new era in the toy industry Toward tomorrow’s hit products TOMY concluded a comprehensive licensing agreement Since 2010, TOMY has been accelerating its international with Walt Disney International Japan Inc. in 2000, the same expansion. It introduced an overseas version of TOMICA year its stock was transferred to the First Section of the in Europe and North America. It began marketing METAL Tokyo Stock Exchange. In pursuit of further growth, TOMY FIGHT BEYBLADE toys worldwide in conjunction with the aimed for progress as a group, including the establishment introduction of a new TV anime (the actual names of the toys of a development subsidiary and the founding of a new and anime differ by region). The toys are enjoying so much company for the planning and selling of stuffed toys and a enthusiasm that an international competition was held in company for utilizing new technology. In 2000, TAKARA South Korea in the summer of 2010. In 2011, TOMY acquired advocated expansion of the toy business and aggressively U.S. toy manufacturer RC2, establishing a platform for global moved forward with the rollout of products and leveraged expansion. The entire TOMY Group has started to move into its planning and marketing prowess to continue offering action together, aiming to be a truly global toy company. a succession of popular products. In 2006, TAKARA and TOMY merged, becoming TOMY Company, Ltd. (known as 2010 Pretty Rhythm TAKARATOMY in Japanese), with the aim of maximizing Furu Chara Sorbet Maker their respective strengths and becoming the world’s top toy Potechi No Te manufacturer. 2011 Battroborg 20 Mimicry Pet 2000 e-kara 2005 Yumel 2012 Pokémon TRETTA Colorful Dakko-Chan Video game 2013 ANIA Nanchatte Phone software, NARUTO Aquaroid Walkie Bits 2001 Bit Char-G 2006 Jinsei Ginko Sweet Bambini (Life Bank) DREAM FORCE 01 Aero Soaer 2002 Bowlingual Akachan Kerotto Switch Nohohonzoku 2007 Omnibot DUEL MASTERS 17μ i-SOBOT Micro Pet Ie-Soba Qi Home Soba Maker Choco Q Air Guitar 2003 Meow-Lingual Pokémon Battrio ANIA 2004 Aero R/C 2008 Tomica Hero Yumemi Kobo 2009 Fresh Caramel Maker THE FIRST YEARS Clockman Omnibot 17μ i-SOBOT DUEL MASTERS Nohohonzoku Jinsei Ginko THE FIRST YEARS BATTROBORG 20 Product History 65 WE WILL CREATE NEW VALUE FROM PLAY. TOMY’S FOCUS New technology/Analog toys with digital elements th generation 2014- 4 INDUSTRY TREND The personal revolution 2014 2014 PRI PARA WIXOSS 2015 BEYBLADE BURST SHINKALION OHaNAS Linear Liner LiccA Stylish Doll collections 2016 Licca Bijou Series Pokémon Ga-Olé HATCHIMALS Umarete! Woomo Licca Bijou Series BEYBLADE BURST HATCHIMALS Umarete! Woomo PRIPARA Pokémon Ga-Olé Linear Liner SHINKALION OHaNAS © T2A/S/TX/PP © 2017 Pokémon. © 1995-2017 Nintendo/Creatures Inc. /GAME FREAK inc. Developed by T-ARTS and MARV ©Nintendo・Creatures・GAME FREAK・TV Tokyo・ ShoPro・JR Kikaku © Pokémon TM & © Wizards of the Coast/Shogakukan/Mitsui-Kids © T-ARTS © Project Shinkalion Approved by East Japan Railway Company ©1968,2016 Hasbro. All Rights Reserved. © Hu/T・BP・TX © Hiro Morita, BBBProject, TV TOKYO © TOMY JR東海承認済 ©2017 Deere & Company. John Deere ’s green and yellow color scheme, the leaping deer symbol, and JOHN DEERE are trademarks of Deere & Company. All rights reserved. Lamaze® is a registered trademark of Lamaze International, Inc. © TOMY .