The Vision Behind Takarajimasha Toys
Takarajimasha Toys represents a fresh challenge from Takarajimasha, a publisher renowned for creating numerous best-selling products. The brand aims to bring the same sense of wonder and enjoyment found in opening a magazine’s special attachment or discovering a book at a bookstore, to the world of toys.
Koichi Shimizu, the head of the Development Bureau and a celebrated hit-maker responsible for many million-selling products, is the driving force behind Takarajimasha Toys. His philosophy centers on creating items that children genuinely desire.
“We want to deliver excitement and thrill!” Shimizu states. “Just like finding a book or opening a magazine’s special attachment, we want children to experience that heart-pounding, exciting feeling when they hold our products. Even with blind-packaged items, our goal is to ensure that children are never disappointed, always finding joy.” He emphasizes the importance of providing “unexpected events” in a society increasingly shaped by AI, aiming to continuously offer surprises.
A New Era for Kawaii Collectibles
Kapikoro figures, with their engaging sensory appeal and focus on imaginative play, are poised to become a beloved addition to kawaii culture. Beyond simple collecting, these figures encourage a playful lifestyle, often seen in Japan as “figure-katsu” (taking figures on outings for photoshoots). Their small size makes them perfect companions for cafes, travel, or simply adding a touch of cuteness to everyday life.
Takarajimasha Toys’ commitment to delivering genuine excitement and avoiding disappointment suggests a thoughtful approach to toy design. This focus on unique, joyful experiences, coupled with the charming aesthetics of Kapikoro, might well set a new standard for how interactive and collectible figures contribute to the global expansion of kawaii culture, emphasizing not just visual appeal but also the delight of touch and imaginative engagement.
