Akio Tomiyama is President and CEO of Takara Tomy. He has been discussing the company's strategy in interviews at Anime Expo 2026, covering manufacturing shifts, the role of physical toys, and the push of Licca-chan into North America.
Akio Tomiyama, President and CEO of Takara Tomy, gave two interviews at Anime Expo 2026 that together lay out the company's current direction. In one conversation with Anime Herald, he addressed manufacturing and trade. He said Takara Tomy is moving production out of China to Vietnam, Indonesia, and Thailand to avoid tariffs. He also argued that physical toys remain central to the company's approach even as marketing shifts to digital channels.
The second interview, also at Anime Expo, focused on product lines and brand philosophy. Tomiyama explained that the unifying concept behind all Takara Tomy products is "Asobi," the spirit of play. He discussed the company's exhibition, which included BEYBLADE X, Licca-chan, and Gacha. He highlighted plans to bring Licca-chan's Japanese "kawaii" culture to North America, including collaborations with Hatsune Miku and designs aimed at adult collectors.
Across both interviews, Tomiyama connects his personal history with Beyblade to the company's strategy. He described Beyblade as strategy-driven in design. The throughline is that Takara Tomy is adapting to trade pressures while betting on physical toys and expanding Licca-chan's reach internationally, all under the banner of play.
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Takara Tomy President and CEO Akio Tomiyama sat down with Anime Herald at Anime Expo 2026. He discussed Beyblade's strategy-driven design, the company's move of manufacturing from China to Vietnam, Indonesia, and Thailand to avoid tariffs, and his argument that physical toys remain central even as digital marketing grows.
TAKARATOMY President and CEO Akio Tomiyama discussed the company's Anime Expo exhibition, which featured BEYBLADE X, Licca-chan, and Gacha. He explained that the guiding concept behind all their products is "Asobi," the spirit of play. Tomiyama highlighted plans to bring Licca-chan's Japanese "kawaii" culture to North America, including collaborations with Hatsune Miku and adult-oriented designs.