#Japan #Okayama #Toys 'R' Us #Kabaya Foods #Majorette

Kabaya Foods Takes a Bold Step into the Toy Sector

In a notable transition, Kabaya Foods Co., Ltd, originally founded in December 1946 as a caramel manufacturer in Okayama Prefecture, is celebrating its 80th anniversary by officially entering the toy market. The company has long been noted for its confectionery products, such as gummies and toy candies, but is now leveraging its product development and brand strength in this new venture. Historically, since the 1950s, Kabaya has been known for producing various confectionery items with attached toys, including 'Kabaya Children’s Library', 'Big One Gum', 'Chiko-chan Gum', and 'Majorette'. The latter has been recognized as a beloved brand among customers.

In recent years, Kabaya has seen phenomenal growth in its original toy candy brands, like 'Sebon Star' and 'Bone Bone Dinosaur', both of which have gained substantial fan bases, and the latter even being featured in a special exhibition at the Fukui Prefectural Dinosaur Museum. This has provided a solid evidentiary base for Kabaya to fully dive into the toy market, which surpassed the staggering ten-trillion-yen mark in 2023, fueled by multiple factors like diversified hobbies and the rising trend of 'kidults' consumer behaviors.

Launching Majorette Cars at Toys 'R' Us

As the first step in its robust toy venture, Kabaya has announced it will begin selling mini-cars at the renowned toy retailer, Toys 'R' Us. This market, valued at more than 10 billion yen in Japan, has shown consistent growth over the past 50 years. Despite the country's declining birthrate, the market continues to attract enthusiasts of all ages due to its collectible nature and broad appeal. However, the presence of Tomica, the leading brand by Takara Tomy, has established a significant influence, leaving little brand recognition for competitors.

To tackle this challenge, Kabaya aims to bolster its Majorette brand, which is about to celebrate its 50th anniversary in Japan. By positioning it as a credible alternative to Tomica, Kabaya hopes to engage enthusiasts and breathe new life into the domestic mini-car market. Starting from April 11, 2026, Majorette mini-cars, which Kabaya has had exclusive rights to distribute since 1978, will be sold as standalone toys at 50 locations of Toys 'R' Us.

The special displays in these stores will feature a variety of 20 different models of Majorette mini-cars. The lineup caters to both children and adult collectors, with a range that includes 'Basic' models, 'Collection' models aimed at adult collectors, and 'Gift Packs' perfect for presents.

Majorette's Online Presence

On top of the in-store launch, Kabaya is also set to debut its first self-managed e-commerce site, 'Majorette EC', on April 13, 2026. The new website will cater to the adult collector demographics, showcasing the premium quality and engaging storyline behind each product. It will feature a collection of over 100 distinct mini-car models alongside galleries that spotlight actual collectors' displays, thereby fostering a sense of community among fans who enjoy the collecting experience.

Moreover, the site will highlight large images that emphasize the intricate details of the die-cast bodies, ensuring customer satisfaction when selecting products online. More exclusive products and engaging content will continuously be added, positioning Majorette EC as not just a shopping platform but also a media space where visitors can immerse themselves in the brand experience.

As Kabaya plots its future trajectory in the toy market, it continues to look beyond just the Majorette line. It has set its sights on expanding other original brands like 'Sebon Star' and 'Bone Bone Dinosaur', aiming to leverage this historic brand recognition to establish a robust foothold in the toy industry as a vital growth engine. Ultimately, Kabaya anticipates that its toys will resonate strongly with consumers, enhancing further growth and revitalizing the toy market as a whole.

Understanding Majorette

Majorette, a renowned mini-car brand established by the French toy manufacturer Rail-Route, excels in producing die-cast miniatures that appeal to enthusiasts. With a focus on European car models enriched with playability features, Majorette has garnered global success under the ownership of the Simba Dickie Group, providing a collection that satisfies children and collectors alike.