Takara Tomy New Logo: First Redesign Since the 2006 Merger

Japanese toy maker Takara Tomy, the company behind Tomica, Plarail, Licca-chan and Beyblade, unveiled a new corporate logo on Tuesday, November 10, 2026, its first since Takara and Tomy merged in 2006. The new mark is built around the Japanese word “asobi” (play) and goes into full use on April 1, 2027. The group is also dropping regional names such as TOMY and will trade as TAKARATOMY everywhere.

What happened?

Takara Tomy Group announced the new logo alongside a wider brand overhaul it calls “ONE TAKARATOMY”, according to Japanese outlets KAI-YOU, Denfaminico Gamer and ORICON NEWS. The company published the details on a special page on its corporate website.

The redesign coincides with the 20th anniversary of the merger that created Takara Tomy. The new logo will be used in full from Thursday, April 1, 2027. None of the reports named an outside design agency.

What does the new Takara Tomy logo look like?

The new logo has two parts: a symbol and the “TAKARA TOMY” wordmark.

• The symbol is based on アソビ, the katakana spelling of asobi. Takara Tomy says it draws on Japanese aesthetics and culture to express the company’s playful spirit. Denfaminico Gamer reported that the shape also takes inspiration from the silver ratio, a proportion long used in Japanese design, and from Edo-period culture.
• The colours in the symbol form a gradient the company calls “QUALITY GRADATION”, based on traditional Japanese colours. KAI-YOU described it as running from blue to purple. According to ORICON NEWS, the gradient is meant to show possibilities widening from a small spark of curiosity to connections between people.
• The lettering uses “QUALITY BLUE”, a modern take on traditional Japanese indigo, meant to signal confidence and pride in product quality.

The logo it replaces was adopted at the 2006 merger. It showed white “TAKARA TOMY” lettering on a blue background, which KAI-YOU said stood for two companies with different histories working together.

One name everywhere: TOMY becomes TAKARATOMY

The bigger change for shoppers outside Japan is the name. Until now the group has used different brand names in different regions: TOMY in English-speaking markets and 多美 (Duomei) in Chinese-speaking regions. Under the new plan, all of them become TAKARATOMY.

The corporate name changes include:

• TOMY Company, Ltd., the parent’s English name, becomes TAKARATOMY Corporation. The Japanese name stays the same.
• T-ARTS Company, Ltd. becomes TAKARATOMY ARTS Corporation.
• TOMY TEC CO., LTD. becomes TAKARATOMY TEC Corporation, and its Japanese name also changes to Takara Tomy Tec.
• Overseas subsidiaries will gradually move to names that include TAKARATOMY. Denfaminico Gamer listed TAKARATOMY International Corporation in the US and TAKARATOMY International (Europe) Limited as examples, with some changes timed around local registration rules.

Why is Takara Tomy changing its logo?

Chief executive Akio Tomiyama framed the change as a shift in identity: from “the toy company Takara Tomy” to “the play company Takara Tomy”. In comments reported by ORICON NEWS, he said the 20th anniversary marks a step into a new growth stage. He defined asobi not as a product but as an experience that sparks curiosity, absorption and connection between people.

TFW2005, summarising the announcement, said the company pointed to Japan’s falling birthrate, changing shopping and distribution habits, and global competition as reasons to rethink the brand, and that it sees these as growth opportunities. Its translated version of Tomiyama’s message carries the line “No matter where in the world we are, we are TAKARATOMY”.

The rebrand also supports the group’s Medium- to Long-Term Management Strategy 2030, which focuses on two kinds of expansion: into more regions, and across more age groups. That includes “kidults”, adult fans who buy toys and collectibles for themselves. ORICON NEWS noted that the group’s products are sold in more than 130 countries and regions.

Why it matters for brand design

Unifying a name across markets is one of the hardest jobs in brand design, because each regional name carries its own decades of recognition. Takara Tomy is betting that one global name is worth more than the familiarity of TOMY in the West. The choice of a Japanese word and traditional Japanese colours as the core of the symbol also puts the company’s origins front and centre in every market.

It follows other heritage brand updates this season, such as Benelli’s redesigned lion logo, where long-standing companies refreshed their identities while keeping a link to their history.

What happens next?

The new logo and TAKARATOMY name roll out in full from April 1, 2027. Until then the current blue logo stays in use, and overseas subsidiaries will switch names in stages. The group traces its roots to the Tomiyama Toy Manufacturing Works, founded in 1924, so the new mark is the latest chapter in more than a century of toy making, now under a single global name.