business
development
The TOMY Group’s Business Development
Aiming to become a global Asobi company
Having celebrated the 100th anniversary of our founding on February 2, 2024, we began shifting the focus of our business from toys to Asobi, and are working to expand the market both in terms of age, with an eye on the Kidults demographic, and in terms of region on a global scale. The TOMY Group, comprising 8 companies in Japan and 28 companies overseas, has been expanding its products to more than 130 countries and regions around the world, and we will work as one to become a global Asobi company that is loved even more around the world.
We deliver toys to more than130
countries and regions around the world!
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8domestic locations
28overseas locations
Expanding Our Reach in Terms of Region
Strengthening regional expansion of brands based on having the right person in the right place
We aim to expand the market in Europe, the United States, and Australia by focusing on BEYBLADE, which transcends gender, age, and nationality, and Club Mocchi-Mocchi-, stuffed toys that are comforting to touch. In Asia, we launched limited-edition TOMICA products and opened the first TOMICA brand store overseas in 2024.
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Expanding Asobi toward China and Asia
Strengthening the development of TOMICA and BEYBLADE
Gradual expansion of other products by taking advantage of system development
Expanding Asobi toward Europe,
the U.S., and Australia
Strengthening the development of BEYBLADE
Strengthening the development of Japanese culture products for Kidults
Strengthening sales among TI regions
Expanding Our Reach in Terms of Age
Formulating age-based strategies for each brand
We seek to expand our core fan base by launching high value-added products such as TOMICA PREMIUM and TOMIX and establishing the new hobby label T-SPARK encompassing TRANSFORMERS and other products, while leveraging the brand power of existing brands such as TOMICA and PLARAIL. In the trading card game (TCG) business, we hold tournaments and events to deliver experiential value from highly intense competition.
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Expanding Asobi that can be enjoyed by a wide range of ages
Utilizing existing brands
to broaden the fan base
Increasing the number of
users of “Asobi”
Focusing on high value-added brands and
diversified product development for fan communities
Increasing the
number of purchases per
user of “Asobi”
in numbers
The TOMY Group in Numbers
The scale of Asobi revealed in numbers!
The TOMY Group brings smiles to the faces of people around the world through Asobi. The following shows the actual scale of Asobi in concrete figures.
Market size
1,019.3
billion yen
In FY2023, the toy market in Japan hit 1 trillion yen for the first time. Toys continue to deliver Asobi to people across generations and regions, and have demonstrated the potential for continued growth going forward.
Sales
2,08.3
billion yen
（as of March 2024）
11.1% increase year on year
This strong performance was not only due to toys but also events such as the TOMICA Expo and PLARAIL Expo, as well as toy-related peripheral businesses such as the digital business.
Overseas sales ratio
35.3
%
We aim to expand our reach in terms of region so that we can deliver products to people all around the world by manufacturing safe toys that meet overseas safety standards.
Founded in
1924
Tomiyama Toy Seisakusho, the predecessor of today’s TOMY Company, was founded in 1924. Over our history of more than 100 years, we have sought to expand our business by undertaking many pioneering initiatives in the toy industry.
Long-Selling Products
TOMICA
Launched in：1970
Cumulative
sales
745
million
units
(as of March 2024)
PLARAIL
Launched in：1959
Cumulative
sales
180
million
units
(as of March 2024)
LICCA
Launched in：1967
Cumulative
sales
68
million
units
(as of March 2024)
Gacha capsule toy business
Number of machines shipped
More than
600,000
worldwide (approximate figure)
T-ARTS has been developing its capsule toy business under the registered trademark Gacha®. Gacha machines have been set up in restaurants, airports, and many other locations, offering much thrill and excitement in the tiny capsules.
