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TAKARATOMY Group's Corporate Rebranding Initiative

TAKARATOMY Group, headquartered in Katsushika, Tokyo, has officially announced the decision to unveil its new corporate logo, effective from April 1, 2027. Alongside this, the English representation of its name will transition from "TOMY Company, Ltd." to "TAKARATOMY Corporation." This strategic initiative aims to reflect its commitment to delivering the joy of play, or "Asobi," to a wide demographic worldwide and accelerate its global growth strategy.

The new logo symbolizes TAKARATOMY's purpose: "The quality of our dedication to play can make the world a healthier, more vibrant place." This redesign marks a significant milestone in the company's century-long history since its founding as Toyama Toy Manufacturing in 1924. Over the years, different names and logos were utilized depending on the region, such as "TOMY" in English-speaking countries and "多美" in Chinese-speaking regions. With this rebranding, the company aims to unify these diverse identities under the singular name "TAKARATOMY," reinforcing its corporate brand identity across the globe.

CEO Akio Toyama commented on this transformation, stating, "We have delivered the essence of play through toys for over a century. Now, as we celebrate 20 years since TAKARATOMY's inception, we step into a new growth stage. We aim to evolve from 'Toys TAKARATOMY' to 'Asobi TAKARATOMY,' emphasizing more than just products but connecting people and igniting curiosity that transcends generations."

The Reason Behind the Corporate Identity Refresh

TAKARATOMY Group’s long-term strategy outlines the expansion of both regional and age demographic engagement as pivotal business challenges. The group's strong performance stems from support across broad generations, including the growing kidult market—adult customers who maintain a love for toys. To adapt to changing external environments and accelerate growth, a cohesive brand identity becomes essential for creating synergies across domestic and international subsidiaries. This rebranding will enhance the fundamental management strategy of "ONE TAKARATOMY," allowing the company to share a unified vision and deliver play experiences to various generations worldwide.

The Corporate Logo Redesign

The existing logo has been in place since the merger of Takara and TOMY in 2006, symbolizing collaboration and the creation of new value. In anticipation of the next growth phase, it was essential to design a new logo that represents "Asobi" and resonates with all group companies as "ONE TAKARATOMY." This new design includes elements of Japanese aesthetics and culture, encapsulating an identity that reflects the spirit of play.

An official teaser video of the logo design has been posted online, further stirring excitement around this corporate transformation.

Change in English Name Representation

Since the business integration in 2006, the company has used "TOMY Company, Ltd." for global markets, a decision that considered the brand's recognition. However, with digital communication's rise, particularly through social networks, and increasing global interest in Japanese culture, the name "TAKARATOMY" has become widely recognized among international fans and customers.

To enhance the company’s brand value, the English name change to "TAKARATOMY" along with variations for all group companies will reinforce the shared identity and goal of providing the joys of play to a diverse audience.

About TAKARATOMY Group

Established over a century ago, TAKARATOMY Group has continually evolved the concept of play through toys. The company has expanded its reach to over 130 countries and regions, bringing iconic products like TOMICA die-cast cars, Plarail train toys, Licca-chan dolls, and more to budding imaginations worldwide. Under the guiding purpose of "The quality of our dedication to play can make the world a healthier, more vibrant place," TAKARATOMY is committed to expanding the possibilities of play beyond traditional boundaries.

For further information, visit the official website: TAKARATOMY.