PRODUCTS AND HISTORY st generation 1924~ TOMY’S FOCUS Craftsmanship/Wartime and postwar nd generation 1954~ 1 INDUSTRY TREND Material revolution 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 the way for the export of large toys. In quick to open representative offices today’s TOMY Company, Ltd. The 1953, the company began its journey in New York and Europe with the aim company manufactured numerous toy toward becoming a modern enterprise of making inroads directly. In Japan, airplanes, establishing a reputation by incorporating, and in 1959 it the company established production in the industry linking the Tomiyama established a sales subsidiary, bases, set up a development center– name with toy airplanes. Later, the which had been the founder’s ardent an unprecedented move in the company expanded its business wish since the founding. Around this industry–and took other steps to through one industry-leading time, waves of innovation in materials create a system uncompromisingly initiative after another, including the and technology rolled through the toy establishment of the first factory in committed to good manufacturing. industry, ushering in a major turning the toy industry with an assembly TAKARA grew into a comprehensive point when metal was replaced line system and the creation of a toy toy manufacturer, propelled in its research department. Tomiyama also with plastic and friction toys were business expansion by hit products contributed greatly to the succeeded by electric toys. Sato Vinyl that made use of the company’s vinyl modernization of the toy industry Industries, a predecessor of TAKARA processing technology. through its determined efforts Co., Ltd., was founded in 1955. 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 1935 AIR MAN Sky Ping-Pong (Japanese Version) 1937 TANK Plastic Train and Rail Set Magic Skyrail 1946 JOHN DEERE 1969 Tumble Robot Water Game AERO PLANE BREGUET ZOIDS Plastic Train and Rail Set Sensei JOHN DEERE* Sky Ping-Pong Pop Up Pirate Koeda-Chan mini dolls B-29 Tomica The Game Of Life Licca doll 48 TOMY COMPANY, LTD. ANNUAL REPORT 2016 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 multimedia products. It rolled out a president and CEO in 1974, the drastic reforms were implemented, stream of new measures, including company’s 50th anniversary. TOMY including the closure of factories in entry into the character business and and TAKARA both released numerous Japan. The following year, Kantaro a business alliance with HASBRO, Inc., long-selling products that remain Tomiyama was appointed the third in the United States. In 1997, TOMY popular to this day. president and CEO in a shakeup of the went public and in 1999 it was listed management structure. TAKARA went on the Second Section of the Tokyo 1970 Tomica public in 1984 and grew steadily, being Stock Exchange. From the second half G.I. Joe listed on the Second Section of the of the 1980s, TAKARA expanded its 1972 Henshin Cyborg Tokyo Stock Exchange in 1986. In 1988, Hearty Series for enriching people’s 1974 Microman (Micronauts) the company switched from a focus on lives and released products based on 1975 Pop Up Pirate its core business of toys to diversified TV characters that became hits. With Pocket Mate operations, rolling out products aimed this aggressive product expansion, Tuneyville Choo Choo at a wide range of fields. the company was listed on the First Kotetsu Jeeg Section of the Tokyo Stock Exchange 1976 Water Game in 1991. 1980 Choro-Q (Penny Racers) Amikko Knit Stitcher Diaclone Born Free 1981 Pac-Man TOMIX 1990 Musican UNO 1977 Sensei Dear Word Processor for child 1982 Japanese version Barbie Koeda-Chan mini Chibi Maruko-chan character Tomy Tutor (Pyuta) dolls (Treena & products Orihime Weaving Machine Her Forest Friends) 1991 Healing Birds Mechabonica 1978 Black Racer 1992 Thomas and Friends 1983 ZOIDS Super Famicon software Legend 1984 Transformers of the Hungry Wolf Omnibot 1993 B-Daman 1986 Jenny doll Pinkish Cotton Candy Maker 1994 Perfect Picture Maker Gacha* 1987 Palm Pets 1995 Toshinden Norakurokun Rock'n plush LAMAZE 1988 Rock ’n’ Flowers 1996 Cella Sticker Machine Mashin Hero Wataru character Lullaby Home Theater products 1997 Pokémon (Toys) Gacha Beast Wars: Transformers Jenga 1998 Polaroid Pocket Xiao 1989 Kentoshi Boxing Ring 1999 Furby Plush Goma-chan from Beyblade Shonen Ashibe Twister Monopoly Musican Rock ’n’ Flowers Choro-Q Beyblade LAMAZE* Transformers TOMIX JR東日本商品化許諾済 Furby Pokémon * The photographs do not present those at the time of product launch. 49 PRODUCTS AND HISTORY rd generation 1984~ TOMY’S FOCUS Marketing/Growth of mass media 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 of a development subsidiary and the founding of a new toys and anime differ by region). The toys are enjoying company for the planning and selling of stuffed toys and so much enthusiasm that an international competition a company for utilizing new technology. In 2000, TAKARA was held in South Korea in the summer of 2010. In 2011, advocated expansion of the toy business and aggressively TOMY acquired U.S. toy manufacturer RC2, establishing a moved forward with the rollout of products and leveraged platform for global expansion. The entire TOMY Group has its planning and marketing prowess to continue offering started to move into action together, aiming to be a truly a succession of popular products. In 2006, TAKARA and global toy company. TOMY merged, becoming TOMY Company, Ltd. (known as TAKARATOMY in Japanese), with the aim of maximizing 2010 Pretty Rhythm their respective strengths and becoming the world’s top toy Furu Chara Sorbet Maker manufacturer. Potechi No Te 2011 Battroborg 20 2000 e-kara 2005 Yumel Mimicry Pet Colorful Dakko-Chan Video game 2012 Pokémon TRETTA Nanchatte Phone software, NARUTO 2013 Ania Aquaroid Walkie Bits 2001 Bit Char-G 2006 Jinsei Ginko Sweet Bambini (Life Bank) DREAM FORCE 01 Aero Soaer 2002 Bowlingual Baby Cheroot 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 2004 Aero R/C 2008 Tomica Hero Yumemi Kobo 2009 Fresh Caramel Maker THE FIRST YEARS Clockman Ania Omnibot 17μ i-SOBOT Duel Masters Nohohonzoku Jinsei Ginko THE FIRST YEARS Battroborg 20 50 TOMY COMPANY, LTD. ANNUAL REPORT 2016 WE WILL CREATE NEW VALUE FROM PLAY. th generation 2014~ TOMY’S FOCUS New technology/Analog toys with digital elements 4 INDUSTRY TREND The personal revolution 2014 2014 PRIPARA WIXOSS 2015 Beyblade Burst SHINKALION OHaNAS Linear Liner LiccA Stylish Doll collections 2016 Licca Bijou Series Pokémon Ga-Olé Licca Bijou Series WIXOSS Beyblade Burst PRIPARA Pokémon Ga-Olé Linear Liner SHINKALION OHaNAS © LRIG / Project Selector © T-ARTS / syn Sophia / テレビ東京 / PP3 製作委員会 © 2016 Pokémon. © 1995-2016 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 © プロジェクト シンカリオン /ＪＲ 東 日 本 ©1968,2016 Hasbro. All Rights Reserved. JR東海承認済 © Hu/T・BP・TX ©Hiro Morita, BBBProject, TV TOKYO © TOMY 51.