TOMY’s Shunsuke Takeuchi on the legacy and enduring appeal of TOMICA

As TOMICA comes to the UK, Shunsuke Takeuchi – Senior Executive Officer and Head of Brand Business at TOMY – talks us through the miniature car brand’s remarkable history.

Takeuchi-san, thank you for making time to chat. For anyone new to TOMICA, can you give us a brief history of the brand and its success in Japan?
TOMICA was launched in 1970 as Japan’s first miniature car series featuring palm-sized models of Japanese cars. It was born from the passionate desire to let Japanese children play with miniature cars of more familiar domestic brands, during a time when foreign miniature cars dominated the market. To date, the TOMICA series has launched over 10,000 different vehicle models worldwide. Cumulative sales have exceeded one billion units as of December 2024, meaning roughly one car has been sold every 1.8 seconds since its 1970 launch.

Wow! And has the range evolved over time?
Yes – in recent years the line-up has expanded to include the Dream TOMICA series, featuring collaborations with popular characters and IP – and the TOMICA PREMIUM series for Kidults. With over 55 years of history, TOMICA has been enjoyed by three generations – grandparents, parents and children – and is beloved by many as a communication tool bridging generation.

What are some of the core design principles behind TOMICA diecast vehicles? What makes TOMICA vehicles stand out?
A key point differentiating us from competitors is the absence of side mirrors, designed with safety in mind when children hold the miniature car. We also prioritize safety and durability in the design, ensuring rounded edges and sufficient thickness across all parts to meet quality standards for ages three and up.

And to better convey the real car’s shape characteristics as a miniature car, we have applied TOMICA’s signature stylized redesign. Features like suspension and opening doors are designed not as display model miniature cars, but with the premise that children will actually touch and play with them.

Also, the size is not standardized to 1/64 scale like other competitors but designed based on a package size that fits into the TOMICA box.

TOMICA is coming to the UK this year. Why do you feel the brand has potential in the UK market today?
In the UK, we investigated the motorsports culture and found Japanese sports cars are more popular than in other European countries. We also believe the trend towards Japanese culture – with recent events in London featuring Japanese characters, anime, and manga – is a tailwind.

Results from last year’s TOMICA test sales revealed two key points: Japanese sports cars classified as JDM are supported by collectors, and Japanese character IPs, exemplified by Sanrio, enjoy high popularity with strong anticipated demand. This demonstrates that the products and licenses held by the TOMICA brand have demand in the UK market, indicating significant potential.

Absolutely. And have you had to tweak anything regarding packaging to make this line suit the UK market?
While blister packaging is the mainstream choice for miniature car brands in Europe and the US, we believe TOMICA’s box packaging – a core part of its identity – is unique and possesses global appeal. This is because we consider the excitement of opening the box and holding a TOMICA in your hands to be part of the value the TOMICA brand delivers.

At the same time, we recognise that the design aspect requires global adaptation. We are exploring primarily linguistic considerations and adaptations to create optimal communication with consumers.

What vehicles are you launching TOMICA with in the UK?
We plan to begin our expansion with the die-cast miniature car series. We intend to develop the core lines: the No.1-120 Regular TOMICA Series, Long Type TOMICA Series, the Kidult Collector TOMICA PREMIUM series, the TOMICA PREMIUM Unlimited Series, and the pop culture-oriented Dream TOMICA Series.

The product line-up for each series is selected based on the results of last year’s test sales, focusing on popular JDM sports cars and character IPs. Additionally, to appeal not only to collectors but also to families, we are selecting from TOMICA’s broad line-up of appealing vehicles, including working vehicles and fun cars.

Last question! Do you have a favourite TOMICA model?
Choosing just one TOMICA from so many is difficult… Out of respect for our licensors, please allow me to say that I love them all. However, when collaborating with automakers to receive pre-release vehicle information and launch TOMICA models simultaneously with the car’s announcement or release, we must proceed with great care in both design and production. Because all involved parties maintain such high awareness, it naturally fosters a strong sense of attachment.

Absolutely. Thank you again Takeuchi-san – and good luck with the UK launch.

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