Takara Tomy announced a new corporate logo to mark the 20th anniversary of its merger. The design features a new visual identity based on the theme of “play,” along with a unified English company name and a stated date for full-scale rollout.
Toy manufacturer Takara Tomy announced a new corporate logo for the group on 10 November. This is the company’s first logo change, carried out as it reaches the milestone of the 20th anniversary of the merger. The new logo combines a symbol based on the katakana word “アソビ” (play) with the words “TAKARA TOMY,” and is scheduled for full-scale rollout from 1 April 2027.
The new design features a blue-to-purple gradient for the symbol, based on traditional Japanese colours. This was described as expressing the possibilities arising from a spirit of exploration and connections between people. The lettering uses a distinctive blue that offers a modern interpretation of indigo, intended to convey confidence in and pride in the quality of its products.
Along with the logo change, the English brand name was reviewed, and the English company name was changed from “TOMY Company, Ltd.” to “TAKARATOMY Corporation.” The stated aim is to unify the name overseas and create greater consistency across the brand.
As part of the medium- to long-term Strategy 2030, which calls for stronger overseas expansion, the company explained its plans to promote ONE TAKARATOMY, with the aim of encouraging integrated operations across group companies. Representative Director and CEO Tomiyama Akio (富山彰夫) looked back on the company’s history since its founding and said it aims to evolve from “Toy Takara Tomy” into “Play Takara Tomy” on the occasion of the 20th anniversary of the merger.