Empowering Toy Wholesale Business Innovations with Sony Bank GATE Funding

Horishoten, a toy wholesaler based in Nagoya, is currently undertaking an exciting journey to revolutionize the toy industry. In partnership with Sony Bank, they are launching a crowdfunding initiative via the investment platform Sony Bank GATE, aimed at transforming the traditional wholesale business into a more engaging and immersive experience for children and families. The campaign will commence on September 10, 2026, offering investors an opportunity to participate in this innovative venture.

Horishoten: A Legacy of Playfulness

Founded in 1950, Horishoten has a long-standing history in providing a variety of children’s products such as toys and stationery. Managed by the fourth-generation successor, Shintaro Hori, the company is dedicated to innovating and evolving in an ever-changing market. Horishoten is not just a traditional wholesaler; they are committed to becoming a ‘demand-generating wholesaler’ in order to meet the needs of children and families across Japan.

A New Kind of Sport: Poipoibattler

During the COVID-19 pandemic, many local summer festivals faced cancellation, leading to a significant decrease in entertainment options. Viewing this as an opportunity, Horishoten developed an innovative water-based competitive sport called Poipoibattler in 2021. This activity allows participants to use water guns to shoot at fish-catching nets called ‘poi’ attached to special goggles. One of its key features is its accessibility for all ages and fitness levels, making it a delightful experience for everyone from children to seniors. The initiative has attracted around 70 partnering organizations, contributing to a collaborative sports culture that spans nationwide.

Shintaro Hori’s efforts have not gone unnoticed; he received the prestigious title of ‘Marketer of the Year 2025’ in the regional category by Nikkei Crosstrend, further validating the impact of this unique approach to children’s entertainment.

Engaging Local Communities through the Nagoya Halloween Rally

Horishoten also spearheaded the Nagoya Halloween Rally, a vibrant community event where children in costumes engage in ‘trick-or-treating’ throughout the city. What started as a small gathering of about 100 participants and 20 stores has significantly grown over the years, culminating in the last event attracting over 8,400 families. This initiative not only helps foster a sense of community and engagement among children but also promotes local businesses, enhancing both the local economy and community safety.

Sony Bank GATE: Bridging Investments and Innovation

Sony Bank aims to contribute to a more sustainable society by connecting socially responsible enterprises with individuals eager to participate in impactful investments. Through the Sony Bank GATE platform, they are now inviting investors to contribute to Horishoten’s venture. The minimum investment amount is set at 10,000 yen with a fundraising goal of 10 million yen, and the raised funds will be allocated towards various activities within the company.

Investment Incentives

Investors contributing more than ten shares will receive a special gift of two passes to Poipoibattler (water guns are not included). This is a unique opportunity for stakeholders to not only support innovative business practices but also to engage in fun activities that foster community spirit.

Fundraising Details

- Fund Name: Supporting Cultural and Joyful Festivals at Horishoten
- Business Overview: Toy, recreation product wholesale and retail
- Fund Manager: Horishoten Co., Ltd.
- Application Period: September 10, 2026 – October 24, 2026
- Utilization of Funds: The funds will be used for general business activities at Horishoten.
- Investment Goals: 10,000,000 yen
- Individual Investment Amount: 10,000 yen
- Accounting Period: November 1, 2026 – April 30, 2027
- Expected Returns: 1.02 times (post-tax 1.01 times), annual interest rate of 5.000% (post-tax annual rate of 3.979%)

Join the Movement

For those interested in being part of this innovative and engaging business model, check out Horishoten’s details via their official website Horishoten. Together, we can support creativity and laughter in the toy industry while fostering local communities.