Takara Tomy Company advertising & marketing assignments

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Selected Tomy advertising

Tomy Company is one of Japan's two major toy makers alongside Namco Bandai, and among the top five globally. The majority of its revenues are generated in the domestic market, where it has enjoyed considerable local success with Tomica toy cars, Plarail and Tomix trains, the Licca fashion doll (Japan's answer to Barbie) and Duel Masters trading cards. Global products include Transformers and Zoids action toys, Furby robots and Beyblade spinning tops, all marketed internationally under license by US company Hasbro, with whom Tomy has a wide-ranging strategic alliance. The Transformers and Beyblade brands joined the company in 2006 following its merger with domestic competitor Takara. Other important brands include products under license from Nintendo, Disney movies and Sanrio among others. Tomy has held the license to market toy tractors under the John Deere brand since the 1940s. Tomy has expanded its international presence with a few selective foreign acquisitions; the largest to-date was the US-based preschool and baby toys marketer RC2 in 2011. Group revenues for the year ending March 2020 were approximately $1.5bn, of which almost 85% was generated in Japan. The Tomy business was founded in 1924 by the 21-year-old Eiichiro Tomiyama to make toy airplanes, and later diversified into cars, trains and other toys. His grandson Kantaro Tomiyama is now executive chairman. Netherlands-born Harold Meij became CEO in 2015, the first non-Japanese to lead the company; however, he departed after two years and was not directly replaced. Kazuhiro Kojima is president & COO.

Capsule checked 22nd January 2021

Who are the competitors of Tomy? see Toys & Games Sector index

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