On February 2, 1924, Eiichiro Tomiyama founded Tomiyama Toy Seisakusho, the predecessor of today’s TOMY Company, Ltd. The company manufactured numerous toy airplanes, establishing a reputation in the industry linking the Tomiyama name with toy airplanes. Later, the company expanded its business through one industry-leading initiative after another, including the establishment of the first factory in the toy industry with an assembly line system and the creation of a toy research department.
Tomiyama also contributed greatly to the modernization of the toy industry through its determined efforts to improve the standing of toy manufacturers.
|1924||Aero Plane Breguet|
After World War II, the company’s U.S. B-29 Bomber friction toy became a major hit in and outside Japan, blazing the way for the export of large toys. In 1953 the company began its journey toward becoming a modern enterprise by incorporating, and in 1959 it established a sales subsidiary, which had been an ardent wish since its founding. Around this time, waves of material and technological innovation rolled over the toy industry, ushering in a major turning point when metal was replaced with plastic and friction toys were succeeded by electric toys. The predecessor of Takara Co., Ltd., was founded as Satoh Vinyl Industries, Ltd., on September 17, 1955.
|1953||Speedway Racer No.3|
|1957||Bubble Blowing Elephant|
|1959||Plastic Train and Rail Set|
At a time when half of the toys it produced were exported, Tomy was quick to open representative offices in New York and Europe with the aim of making inroads directly. In Japan, the company established production bases in Tokyo and Mibu one after the other, set up a development center—an unprecedented move in the industry—and took other steps to create a system uncompromisingly committed to good manufacturing.
Takara grew into a comprehensive toy manufacturer, propelled by a driving force for business expansion provided by a hit product that made use of the company’s vinyl processing technology.
|1964||Ohanashi Miko-Chan (Talking Miko-Chan)|
|1968||The Game of Life(Japanese version)|
After commissioning production in Hong Kong, Tomy opened its first factory in Singapore, making it one of the early companies to embark on overseas production. Masanari Tomiyama was appointed the second president and CEO in 1974, the company’s 50th anniversary. Tomy and Takara both released numerous products that have remained long sellers right up to today.
|1975||Pop Up Pirate|
|1977||Koeda-Chan mini-dolls(Treena &Her Forest Friends)|
Tomy established the Handicap Toy Laboratory in 1980 and popularized efforts in the industry to create barrier-free toys. In 1985 the Plaza Accord threw the company into a sudden management crisis, and drastic reforms were implemented, including the closure of factories in Japan. The following year, Kantaro Tomiyama was appointed the third president and CEO in a shakeup of the management structure.
Takara went public in 1984 and steadily grew, being listed on the second section of the Tokyo Stock Exchange in 1986. In 1988, the company switched from a focus on its core business of toys to diversified operations, rolling out products aimed at a wide range of fields.
|1988||Rock 'n' Flowers|
Tomy prepared for regeneration with a new structure, shifting from pushing products out to the market to incorporating the needs of the market into products. With this, it announced a business diversification strategy focused on the three core areas of toys, general goods, and multimedia products. It rolled out a stream of new measures, including the attempt to enter the character business and a business alliance with the US's Hasbro, Inc. In 1997 Tomy went public and in 1999 it was listed on the second section of the Tokyo Stock Exchange.
From the second half of the 1980s, Takara continued to expand its Hearty Series for enriching people’s lives and released products based on TV characters that became hits. With this aggressive product expansion, the company was listed on the first section of the Tokyo Stock Exchange.
|1994||Magic Design Tracer|
Tomy concluded a comprehensive licensing agreement with Walt Disney International Japan Inc. in 2000, the same year its stock was transferred to the first section of the Tokyo Stock Exchange. In pursuit of further growth, Tomy aimed for progress as a group, including the establishment of a development subsidiary and the founding of a new company for the planning and selling of plush toys and a company for utilizing new technology.
At Takara, Keita Satoh was appointed president in 2000 and advocated expansion of the toy business. The company aggressively moved forward with the rollout of products that broke the toy mold and leveraged its planning and marketing prowess to continue offering a succession of popular products.
In 2006, Takara and Tomy merged, becoming TOMY Co., Ltd., (known as TAKARATOMY in Japanese) with the aim of maximizing their respective strengths and becoming the world's top toy manufacturer.
|2006||Jinsei Ginko (Life Bank)|
|2007||Omnibot 17μ i-SOBOT|