The new name and visual identity underlines a unified growth strategy to bring the group’s wider stable of brands to more markets outside Asia
Tomy International will operate as TakaraTomy International from 1 April 2027, bringing the Japanese company’s international businesses under a unified banner.
TakaraTomy Group says the move marks the beginning of a new chapter of growth and transformation for the company. The name change is part of a broader global initiative to establish a shared corporate identity across the TakaraTomy Group, while building on the distinct strengths and capabilities of each regional business.
As part of this initiative, the group is also introducing a new corporate logo that reflects its Japanese heritage and global ambitions. The new corporate symbol is a stylised version of Asobi, the Japanese word for play.
The company says the new identity also marks the introduction of an expanded growth strategy focused on strengthening its established businesses, expanding its portfolio and building a more competitive, profitable global enterprise. The company will continue serving markets across Europe, North America, Latin America, Australia, the Middle East and Africa, drawing on its established brands and customer relationships while accessing broader opportunities across the TakaraTomy Group.
“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. 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. We’re focused on building the capabilities, organisation and discipline needed to deliver sustainable growth and create long-term value.”
The group’s strategy is centred on two complementary opportunities: strengthening its established businesses and bringing a broader range of TakaraTomy Group brands, products and experiences to consumers in markets outside Asia. Its portfolio of brands includes Club Mocchi-Mocchi, ERTL, Fat Brain Toys, Tomica and Boon, alongside licensed favourites including John Deere, Britains, Momiji and Lamaze.
The group says it will also step up investment in consumer marketing and work closer with retail partners on product innovation, marketing and in-store activations designed to generate excitement and sustain demand.
“Our ambition is to change not only what we bring to market, but how we bring it to market,” Wilson added. “That means stronger brands, more impactful marketing and new ways to connect with consumers. We want to work with our retail partners to create excitement, build demand and deliver growth that lasts.”
