TOMY International will begin operating as TAKARATOMY International on April 1, 2027, as part of a broader transformation across the TAKARATOMY Group to establish a shared corporate identity and create new opportunities for global growth.
“This is more than a new name. It marks the beginning of a new era for our company,” said Rudy Wilson, CEO of TOMY International. “We have a strong foundation of established brands, talented people, and longstanding customer relationships.”
The new identity is part of the Group’s ONE TAKARATOMY initiative, which includes a new corporate logo reflecting its Japanese heritage and global ambitions. TAKARATOMY International will continue serving markets across North America, Latin America, Europe, Australia, the Middle East, and Africa while drawing on the brands, products, and capabilities of the broader Group.
The company’s strategy will focus on strengthening its established businesses while expanding its portfolio with additional TAKARATOMY Group brands and products in markets outside Asia. Its existing lineup includes Club Mocchi-Mocchi, ERTL, Fat Brain Toys, TOMICA, and Boon, as well as licensed brands and products including John Deere, Britains, Momiji, and Lamaze.
“Our ambition is to build a stronger, more competitive company by drawing on our own capabilities while unlocking new opportunities through the brands and innovation of the broader TAKARATOMY Group,” Wilson says. “We’re focused on building the capabilities, organization and discipline needed to deliver sustainable growth and create long-term value.”
The company plans to increase investment in consumer marketing and brand activation through consumer insights, storytelling, partnerships, and experiences. It will work more closely with retail partners to connect product innovation, marketing, and in-store activations through integrated programs designed to build consumer engagement and demand.
The transformation will also involve strengthening the company’s organization, capabilities, and operating model, with an emphasis on innovation, commercial execution, disciplined investment, and sustainable, profitable growth.
The ONE TAKARATOMY identity draws on more than 100 years of Japanese creativity and innovation. At its center is “Asobi,” the Japanese word for play, which the company describes as an approach that encourages curiosity, exploration, discovery, and connection.
Learn more at us.tomy.com.
