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Celebrating Innovation: Takara Tomy's Triumph at the Japan Toy Awards 2025

On August 21, 2025, the Japan Toy Awards awarded a remarkable total of eleven accolades to various products from Takara Tomy, including several prestigious Grand Prizes. This recognition came from the Japan Toy Association, which highlights excellence in the toy industry. Among the standout winners were the esteemed "Tomica" brand, which garnered its first-ever Grand Prize in two distinct categories, and the "Tomica World" series, which achieved its third consecutive Grand Prize.

Grand Prize Winners

In the educational category, the Grand Prize went to the Tomica-Purale Block Vehicle Block Town Box, celebrated for its engaging design that combines play with learning. In the action category, Grand Mall Tomica Building — a special edition celebrating Tomica's 55th anniversary — shone with its innovative gameplay features. Last but not least, the Licca-chan House: Chattering Auto-Lock Two-Story Grand Maison won in the co-play toys category, designed to reflect modern lifestyles with thoughtful features for environmental awareness.

Educational Category - Tomica-Purale Block

This block playset, priced at 9,020 yen, allows easy interaction for even first-time users. It includes two types of working vehicles and various scene parts within a large storage box. The lid functions as both a road and a railway, enhancing play creativity even further.

What's more, this toy helps develop fine motor skills while encouraging creativity and concentration through hands-on assembly that educates children on vehicle mechanics. The success of this product is a testament to its engaging design that appeals to young minds eager to learn through play.

Action Category - Grand Mall Tomica Building

This impressive addition to the Tomica World series is a commercial space designed to expand the play experience. The building boasts a hybrid of electric and manual elevators, alongside varied pathways for Tomica cars to race freely. Enhanced by branding celebrating 55 years of Tomica, it also includes popular real-world store decals, providing a rich, immersive experience for children.

The Grand Mall Tomica Building is not just a plaything; it embodies a storytelling element, allowing kids to engage in imaginative scenarios reflective of their everyday lives.

Co-Play Toys Category - Licca-chan House

Launching on October 18, 2025, this sophisticated toy house comes with high-tech features such as an auto-lock door and built-in sound advice promoting eco-friendly messages. The house mirrors current societal shifts, indicating kids' learning about responsible living while having fun.

Every aspect of the toy, from the elevator that adds a tactile learning experience to the environmentally conscious packaging, ensures that children not only enjoy the play but also learn valuable lessons about caring for their world.

Special Achievements

In the sales category, Takara Tomy also recognized the Winnie the Pooh 6-Way Gym for its outstanding sales achievement, reaching a total of 1.5 million units sold. This multifunctional baby toy has proven to be a hit among new parents, serving as a cherished playtime companion.

The BEYBLADE X series also garnered a special prize, further exemplifying its status as a globally recognized brand. Launched in 1999, BEYBLADE continues to captivate audiences of all ages, showcasing the power of creative play combined with competition.

A Bright Future for Takara Tomy

The Japan Toy Awards 2025 underscored Takara Tomy's innovation and commitment to creating toys that inspire creativity and knowledge in children. As the company continues to evolve, its recognitions pave the way for future triumphs in nurturing the imaginative sparks in young minds, ensuring fun, education, and most importantly, profound play experiences that resonate for years to come.

With such accolades, Takara Tomy stands at the forefront of the toy industry, reinforcing its dedication to both quality and creativity. The Toy Awards not only reflect high standards in manufacturing but also a commitment to connecting with families and promoting ethical play.