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The Future We Envision

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The Future We Envision

message

Message from the President

Let’s make the world
a better place together!

Asobi allows people to make friends, foster an adventurous spirit, and relive nostalgic memories. Have you ever experienced moments like that? The power of the TOMY Group’s Asobi is its ability to create such experiences.

Having been in business for over 100 years, we are evolving from a toy company into an Asobi company. We believe that our quality Asobi is the very source of our ability to forge emotional bonds with people all around the world.

Our activities go beyond Japan, and we aim to create a more vibrant and bustling world through global initiatives such as the expansion of TOMICA in China and other Asian countries, as well as the expansion of Asobi in the form of BEYBLADE X to Europe, the United States, and Australia.

We will continue to inspire people while being guided by our four Values of “eyes open to a wide world,” “creativity with purpose,” “embrace the adventure,” and “relentlessly pursue your dreams.” The TOMY Group awaits all of you who are excited to take on unknown challenges and who wish to make the world a better place.

Representative Director,President & CEO

Akio Tomiyama

CONCEPT MOVIE

philosophy

The TOMY Group Is Evolving from a Toy Company into an Asobi Company

Our commitment to quality is about more than assuring safety and reliability that quality toys stood for. We aim to provide quality Asobi experiences that foster social and ethical values, imagination, an adventurous spirit, sensitivity, and human connections. We believe that the Group’s quality Asobi will inspire and delight people around the world.

purpose

The TOMY Group’s Purpose

Quality Asobi can inspire and delight the world.

values

The TOMY Group’s Values

“Values” are the set of values that we prioritize and the guiding principles that employees must observe to achieve the Group’s vision. Through these Values, we aim to continue contributing to society with Asobi as our focus.

Eyes open to
a wide world

Imagination and curiosity have no borders. Look outside your comfort zone and sense the winds of change. Ideas and inspiration are everywhere. For hearts that can see, hints for our next Asobi are waiting.

Creativity
with purpose

In Asobi, there are no definitive answers. That’s why we must continuously question ourselves from all perspectives. The key lies in whether we possess the “purpose” to do so.

Embrace
the adventure

Travel into unexplored Asobi starts with the challenge, but excitement drives the desire to fully experience the journey. We go beyond the spirit of challenge and ignite the heart of the adventurer with wonder and thrills.

Relentlessly
pursue your dreams

Halfway to the goal is never enough. Persistence isn’t just about being stubborn; it’s about relentless pursuit. Through repeated objective verification and thorough examination of ideas, eliminate the ways that will not work, and find the way that will work. It takes “grit” and people who will fight together with you to keep the dream alive.

future

Shifting from Toys to Asobi

Our transition to Asobi is entering the next stage
through deepening and refinement

対象

アソビ心をもつ世界中の全ての人々

Asobi

Regional segments

・Global
・Asia
・Local（Japan, U.S., U.K.-type）

Diverse needs and uses

・Comfort
・Education
・Fashion
・Childcare
・Entertainment
・Hobby

Output

・Products
・Physical output（toys, etc.）
・Non-physical output
（digital content, games）

Collaboration
with co-creation partners

Digital technology

・XR
・IoT
・AI
・Social media

Collaboration
with platformers

IP/Output brands

・Our IP
・Partner IP
・Output brands
・Corporate brands

Consumer segments

・Babies
・High school students
・Preschool children
・Kidults
・Kids
・Seniors
・Tweens