TakaraTomy Sets 2027 Rebrand As R&D Spending Rises 14.9 Percent
The rebrand retires the Tomy name that carried the company abroad since the 2006 merger, so the identity a Western buyer recognizes will now depend on toy lines and anime licenses rather than a century-old infant-products label.
Reporting from 1 source: Animenomics.
TakaraTomy will rebrand its overseas operations in 2027, presenting itself in English-speaking markets under the same name it uses in Japan. CEO Akio Tomiyama said the company raised research and development spending 14.9 percent year over year to 6.7 billion yen in the fiscal year ended March 2026, with more products aimed at "kidult" buyers and new trading card licenses including Detective Conan and Haikyu!!.
TakaraTomy will unify its name across markets in 2027, dropping the Tomy label that English-speaking buyers have seen since the 2006 merger of Tomy and Takara.
The company is funding that push with research and development spending that rose 14.9 percent year over year to 6.7 billion yen in the fiscal year ended March 2026. CEO Akio Tomiyama said the increase prepares more products for the "kidult" segment, with existing brands like Beyblade as the first target. Trading cards are pulling the company toward new anime licenses, including Detective Conan and Haikyu!!, and the Licca-chan fashion doll line is coming back to the United States after four decades. Tomiyama also named India as a growth market where TakaraTomy plans to open a sales office.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.