Product History TOMY’S FOCUS Craftsmanship/Wartime and postwar st generation 1924- INDUSTRY TREND nd generation 1954- 1 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 On February 2, 1924, Eiichiro Tomiyama After World War II, the company’s B-29 At a time when half of the toys it produced founded Tomiyama Toy Seisakusho, the Bomber friction toy became a major hit in were exported, TOMY was quick to open predecessor of today’s TOMY Company, and outside Japan, blazing the way for the representative offices in New York and Ltd. The company manufactured numerous export of large toys. In 1953, the company Europe with the aim of making inroads toy airplanes, establishing a reputation in began its journey toward becoming a directly. In Japan, the company established the industry linking the Tomiyama name modern enterprise by incorporating, and in production bases, set up a development with toy airplanes. Later, the company 1959 it established a sales subsidiary, center–an unprecedented move in the expanded its business through one industry- which had been the founder’s ardent wish industry–and took other steps to create a leading initiative after another, including the since the founding. Around this time, waves system uncompromisingly committed to establishment of the first factory in the toy of innovation in materials and technology good manufacturing. industry with an assembly line system and rolled through the toy industry, ushering TAKARA grew into a comprehensive toy the creation of a toy research department. in a major turning point when metal was manufacturer, propelled in its business Tomiyama also contributed greatly to the replaced with plastic and friction toys were expansion by hit products that made use of modernization of the toy industry through its succeeded by electric toys. Sato Vinyl the company’s vinyl processing technology. determined efforts to improve the standing Industries, a predecessor of TAKARA Co., of toy manufacturers. Ltd., was founded in 1955. 1960 Dakko-Chan 1964 Ohanashi Miko-Chan 1924 AERO PLANE BREGUET 1951 B-29 (Talking Miko) 1930 LOOPING PLANE 1953 Speedway Racer No. 3 1967 LICCA doll 1935 AIR MAN 1957 Bubble Blowing Elephant 1968 The Game of Life (Japanese Version) 1937 TANK 1959 Piggy Cook Magic Skyrail 1946 JOHN DEERE Sky Ping-Pong 1969 Tumble Robot Plastic Train and Rail Set AERO PLANE BREGUET Plastic Train and Rail Set THE GAME OF LIFE JOHN DEERE* TOMICA B-29 Sky Ping-Pong LICCA doll Pop Up Pirate Water Game 54 Data Section 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 Hong TOMY established the Handicap Toy TOMY prepared for regeneration with a new Kong, TOMY opened its first factory in Laboratory in 1980 and popularized structure. With this, it announced a business Singapore, making it one of the early efforts in the industry to create barrier-free diversification strategy focused on the companies to embark on overseas toys. In 1985, the Plaza Accord threw the three core areas of toys, general goods and production. Masanari Tomiyama was company into a sudden management crisis, multimedia products. It rolled out a stream appointed the second president and CEO in and drastic reforms were implemented, of new measures, including entry into the 1974, the company’s 50th anniversary. TOMY including the closure of factories in Japan. character business and a business alliance and TAKARA both released numerous long- The following year, Kantaro Tomiyama was with HASBRO, Inc., in the United States. In selling products that remain popular to this appointed the third president and CEO in 1997, TOMY went public and in 1999 it was day. a shakeup of the management structure. listed on the Second Section of the Tokyo TAKARA went public in 1984 and grew Stock Exchange. From the second half of the 1970 TOMICA steadily, being listed on the Second Section 1980s, TAKARA expanded its Hearty Series G.I. Joe of the Tokyo Stock Exchange in 1986. In for enriching people’s lives and released 1972 Henshin Cyborg 1988, the company switched from a focus products based on TV characters that 1974 Microman (Micronauts) on its core business of toys to diversified became hits. With this aggressive product 1975 Pop Up Pirate operations, rolling out products aimed at a expansion, the company was listed on the Pocket Mate wide range of fields. First Section of the Tokyo Stock Exchange in Tuneyville Choo Choo 1991. Kotetsu Jeeg 1980 Choro-Q (Penny Racers) 1976 Water Game Diaclone 1990 Musican Amikko Knit Stitcher 1981 Pac-Man Dear Word Processor for children Born Free UNO Chibi Maruko-chan character products TOMIX 1982 Japanese version Barbie 1991 Healing Birds 1977 Sensei Tomy Tutor (Pyuta) 1992 Thomas and Friends Koeda-Chan mini dolls Orihime Weaving Machine Super Famicon software Legend (Treena & 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 LAMAZE 1987 Palm Pets 1996 Cella Sticker Machine Norakurokun Rock'n plush Lullaby Home Theater 1988 Rock ’n’ Flowers 1997 Pokémon (Toys) Musican Mashin Hero Wataru character BEAST WARS: TRANSFORMERS products 1998 Polaroid Pocket Xiao GACHA 1999 Furby TOMIX Jenga BEYBLADE Approved by East Japan Railway Company 1989 Kentoshi Boxing Ring Twister Plush Goma-chan from Shonen Ashibe Monopoly LAMAZE* BEYBLADE Sensei Koeda-Chan mini dolls Rock ’n’ Flowers Choro-Q (Penny Racers) GACHA* Pokémon ZOIDS TRANSFORMERS * The photographs do not represent those at the time of product launch. TOMY Company, Ltd. Annual Report 2018 55 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 with Walt Since 2010, TOMY has been accelerating its international expansion. Disney International Japan Inc. in 2000, the same year its stock was It introduced an overseas version of TOMICA in Europe and North transferred to the First Section of the Tokyo Stock Exchange. In pursuit America. It began marketing METAL FIGHT BEYBLADE toys worldwide of further growth, TOMY aimed for progress as a group, including the in conjunction with the introduction of a new TV anime (the actual establishment of a development subsidiary and the founding of a new names of the toys and anime differ by region). The toys are enjoying company for the planning and selling of stuffed toys and a company so much enthusiasm that an international competition was held in for utilizing new technology. In 2000, TAKARA advocated expansion South Korea in the summer of 2010. In 2011, TOMY acquired U.S. toy of the toy business and aggressively moved forward with the rollout manufacturer RC2, establishing a platform for global expansion. The of products and leveraged its planning and marketing prowess entire TOMY Group has started to move into action together, aiming to continue offering a succession of popular products. In 2006, to be a truly global toy company. TAKARA and TOMY merged, becoming TOMY Company, Ltd. (known as TAKARATOMY in Japanese), with the aim of maximizing their 2010 Pretty Rhythm respective strengths and becoming the world’s top toy manufacturer. Furu Chara Sorbet Maker Potechi No Te 2000 e-kara 2005 Yumel 2011 Battroborg 20 Colorful Dakko-Chan Video game Mimicry Pet Nanchatte Phone software, NARUTO 2012 Pokémon TRETTA Aquaroid Walkie Bits 2013 ANIA 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 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 56 Data Section WE WILL CREATE NEW VALUE FROM PLAY. TOMY’S FOCUS New technology/Analog toys with digital elements th - 4 generation 2014 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 HATCHIMALS Umarete! Woomo Miracle Tunes! 2017 DRIVE HEAD Miracle Tunes! PRINTOSS (KiiPix) DRIVE HEAD Licca Bijou Series PRINTOSS (KiiPix) BEYBLADE BURST PRIPARA HATCHIMALS Umarete! Woomo Pokémon Ga-Olé Linear Liner OHaNAS SHINKALION © 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 JR東海承認済 Shinkalion Approved by East Japan Railway Company ©1968,2017 Hasbro. All Rights Reserved. © TOMY © Hu/T・BP・TX ©Hiro Morita, BBBProject, TV TOKYO © TOMY John Deere’s products under license with Deere & Company. Lamaze® is a registered trademark of Lamaze International, Inc. © TOMY・OLM / Miracle Tunes Project © TOMY / DRIVEHEAD, TBS © TOMY TOMY Company, Ltd. Annual Report 2018 57.