Mission Statement, Vision, & Core Values (2026) of TOMY Company, Ltd.

Step into the story of TOMY Company, Ltd., a toy and entertainment icon founded in 1924 and headquartered in Katsushika, Tokyo, whose beloved brands like Tomica, Licca-chan and Beyblade have propelled a global reach across Asia, Europe, and North America; after its pivotal 2006 merger with Takara Co., Ltd. the company-known as Takara Tomy in Asia and Tomy elsewhere-has doubled down on a mission to "make the world smile" through innovative, safe, high-quality toys and nursery products, a vision to "grow globally by building trust, spreading a little TOMY magic, and caring enough to go the extra mile," and core values of Quality, Accountability, Teamwork, Agility and Playfulness that underpin sustainability and social responsibility efforts, culminating in its 100th anniversary in 2024 and a reported revenue of approximately ¥250.24 billion for the fiscal year ending March 2025-details that invite a closer look at how mission, vision and values translate into strategy, product design and consumer trust.

TOMY Company, Ltd. (7867.T) - Intro

• Founded: 1924
• Ticker: 7867.T (Tokyo Stock Exchange)
• Headquarters: Katsushika, Tokyo, Japan
• Global reach: Asia, Europe, North America (direct subsidiaries and distributors)

• Mission elements: safety, creativity, accessibility, longevity of brands
• Vision focus: IP-driven entertainment, digital/physical integration, global brand expansion
• Strategic priorities: strengthen core toy franchises, expand nursery & licensing, accelerate digital/game tie‑ins, embed sustainability across product lifecycles

• Safety and Quality - rigorous testing and compliance across markets
• Creativity and Play - design that fosters imagination and developmental benefit
• Customer Trust - transparency in materials, supply chain and product information
• Global Collaboration - local market adaptation with centralized IP stewardship
• Sustainability & Social Responsibility - product stewardship, circularity and community engagement

• Tomica - die‑cast vehicles and playsets (global collector base)
• Licca‑chan - fashion doll franchise with long domestic market heritage
• Beyblade - persistent global media and toy synergy (anime, tournaments)
• Licensing and co‑development - partnerships with media, gaming and apparel

• ESG focus areas: material circularity, carbon footprint reduction, product safety
• Packaging targets: phased reduction of virgin plastics in consumer packaging
• Community programs: play‑based learning partnerships and safety education

TOMY Company, Ltd. (7867.T) - Overview

• Core promise: deliver joy to children and assurance to caregivers through reliable, imaginative products.
• Customer focus: respect for the role TOMY products play in child development and family routines.
• Safety-first culture: continuous investment in compliance, testing, and product quality.
• Global outreach: adapting designs and marketing to diverse regional needs while maintaining core brand values.

• Vision: be the world's most trusted maker of play and childcare solutions - recognized for safety, creativity, and sustainability.
• Product innovation: expand IP-driven toys, digital-physical play, and nursery essentials to capture new demographics and usage contexts.
• Channel mix: balance traditional retail, e‑commerce, and licensing/partnerships to optimize reach and margins.
• ESG integration: reduce environmental footprint, enhance supply-chain transparency, and promote inclusive product design.

• Child-centered design: prioritize safety, developmental appropriateness, and play-value.
• Quality & reliability: rigorous QA processes and supplier standards.
• Creativity & surprise: maintain a pipeline of products that spark imagination.
• Trust & transparency: build long-term relationships with parents, retailers, and partners.
• Global localism: scale proven concepts while tailoring to local cultures and regulatory regimes.

• R&D & IP: Investment in licensed collaborations and original IP supports revenue diversification and brand recognition.
• Safety investment: QA and compliance spending protects brand trust and reduces recall risk, underpinning repeat purchase behavior.
• Margin management: premium nursery and licensed toy lines improve gross margin while mass-market SKUs drive volume.
• Sustainability actions: material innovation and packaging reduction lower costs long-term and align with consumer expectations.

• Revenue mix: balance of domestic Japan sales and international markets informs currency and growth exposures.
• Profitability: operating income and net margin trends reflect success in premiumization and cost controls.
• Capital allocation: dividends and targeted M&A/licensing moves signal management's confidence in growth avenues.
• Brand equity: long history (since 1924) supports licensing leverage and retail partnerships worldwide.

TOMY Company, Ltd. (7867.T) - Mission Statement

• Deliver safe, imaginative play experiences that foster lifelong customer relationships.
• Expand global presence while preserving local relevance and cultural sensitivity.
• Operate with disciplined profitability to fund R&D, brand-building, and sustainable growth.
• Prioritize employee development and responsible supply-chain practices to protect brand integrity.

• Trust as foundation - product safety, transparent communications, and reliable after-sales support to sustain repeat purchases and licensing partnerships.
• 'TOMY magic' - distinct creative IP, design language, and product experiences that differentiate TOMY from competitors and drive premium positioning.
• Going the extra mile - superior customer service, extended warranties, and innovation cycles that exceed customer expectations.
• Global 'Asobi' powerhouse - scaling distribution, licensing, and localized products to convert regional fandom into a global brand ecosystem.

• International sales weight - accelerating non-Japan revenue share to diversify risk and capture faster-growing toy markets in APAC and North America.
• IP monetization - licensing and character-business expansion to increase recurring royalty income and leverage cross-category collaborations.
• R&D & product pipeline - sustained capex and design investment to maintain product safety and novelty.
• Customer metrics - Net Promoter Score (NPS), repeat-purchase rates, and safety-incident rates as KPIs tied to the vision.

• Marketing & brand: increased spend on global campaigns and licensing partnerships to accelerate international brand adoption.
• Product safety & compliance: higher investment in QA/testing labs and supplier audits to maintain trust and reduce recall risk.
• Digital & D2C channels: expanding e-commerce and digital engagement to capture customer data and boost lifetime value.
• IP development: allocating R&D and M&A capacity to build new characters and extend existing franchises into multimedia.

TOMY Company, Ltd. (7867.T) - Vision Statement

• Quality - Delivering safe, reliable, and delightfully designed products that meet stringent safety and durability standards.
• Accountability - Upholding ethical conduct, transparent reporting, and responsibility to customers, partners, employees, and shareholders.
• Teamwork - Fostering collaboration across global R&D, design, marketing, and supply-chain teams to accelerate innovation.
• Agility - Rapidly adapting to market trends (e.g., digital play, licensing shifts, and regional demand changes) to seize new opportunities.
• Playfulness - Keeping creativity and fun at the center of product development, marketing, and customer engagement.

• Product safety & quality control: multi-stage QC testing across factories and third-party certifications to reduce recalls and safety incidents.
• Accountability metrics: published sustainability targets, compliance reporting, and regular investor disclosures.
• Cross-functional teamwork: central R&D hubs coordinate with regional sales teams to localize global IP quickly.
• Agility indicators: shortened product development cycles and faster go-to-market for seasonal and licensed products.
• Playfulness outcomes: higher customer engagement and repeat purchase rates from beloved IPs and innovative toy concepts.