Our Policy and Strategy
The TOMY Group is conscious of the influence it may exert on children and other users, so we believe it is important to fulfill our social responsibility across our entire value chain from procurement through production and the selection of media and expressions used in our advertising. As laid out in the Children’s Rights and Business Principles (CRBP), we have determined ethical rules for product development as well as for media advertising as part of our policy to ensure maximum consideration is paid not just to the prohibition of child labor, but to broader child rights. We also set concrete benchmarks in our ethical standards for media and expression that cover, among other things, legal and social norms (including human rights and the environment), education, and sexual expression.
Products and Media
Our Risk/Compliance Committee Secretariat is primarily responsible for operating and progressing our ethical rules for product development as well as for media advertising. The manager of the department conducting the advertising is ultimately responsible for complying with these rules when selecting individual media and media expressions. Our advertising and promotion department provides information and support regarding expression techniques and the specific focus and strengths of individual media.
Links to other structures and initiatives related to child rights
Prohibiting child labor
Ensuring the safety of products and services
Supporting children impacted by emergencies
Considering environments with children
Supporting local communities and government initiatives relating to child rights
Careful and Considerate Information Sharing on Social Media
As the array of available media continues to diversify, the TOMY Group is focusing on developing modern communication channels that enable us to interact directly with individual consumers. With that in mind, we have compiled a Social Media Policy for our Group companies in Japan, to help advertise TOMY’s active approach to such media, and ensure the public can interact comfortably on them. The Policy is designed as a reference for the operation of our official accounts and for Group employees using social media, to ensure consistently appropriate information sharing and dialogue.
Training on Diversity-conscious Expressions
The TOMY Group holds a diversity study group every two years for managers of public relations, advertising, human resources, marketing research, CSR and other relevant departments from each Group company. Lectures given by external experts in global information encourage the managers to learn from multiple examples of commercials and advertisements worldwide, to consider what the TOMY Group should be most sensitive to, and to share their opinions with each other.