The TOMY Group’s approach
and targets
for contributing
to well-being
The TOMY Group’s approach
and targets
for contributing
to well-being
Our ultimate goal
The TOMY Group has formulated a logic model to visualize the value it creates for society, aiming to deliver lasting well-being to people worldwide through Asobi. This model identifies three outputs and three outcomes, defining the ultimate impact as “Through Quality Asobi, We Create Joy that Builds Life-Long Well-Being for 410 Million People Worldwide.”
First, we produce the following three outputs through Asobi.
High-quality absorbing experiences
Provision of experiences that allow people to become absorbed in what they love
Inspired and true to oneself
Provision of experiences that cultivate thinking skills and self-expression
Delightful human connections
Provision of experiences to spend time with others
Through the above outputs, we generate the following three outcomes.
Greater enjoyment and satisfaction in daily life
Enhanced abilities to make life richer
Not being alone; Increased connections with others
Building on these outcomes, we will aim to achieve the impact, “Through Quality Asobi, We Create Joy that Builds Life-Long Well-Being for 410 Million People Worldwide.”
Target impact
Impact that the TOMY Group aims to have on well-being
Contributing outcomes
The areas of outcomes where the TOMY Group can make a particular contribution to well-being. After breaking down the elements necessary for well-being, we identified areas in which the Group’s Asobi can make a particular contribution, drawing from related research, survey findings, and discussions with experts.
Contributory outputs
The activities through which the TOMY Group can contribute to the outcomes. Based on findings from research, surveys, and discussions with experts, we identified experiences in which we can contribute through Asobi and determined the Group’s approach together with the leaders of each activity.
High-quality absorbing
experiences
Provision of experiences that allow people
to become absorbed in what they love
experiences Provision of experiences that allow people
to become absorbed in what they love
Contributory outputs and contributing outcomes
Contributing outcomes
Greater enjoyment and satisfaction in daily life
Contributory outputs
Provision of experiences that allow people to become absorbed in what they love
“I’m going to work at a café with LICCA today. I’m going to be a hairstylist tomorrow,” says children in their fantasy world in the corner of a living room. LICCA is a companion who helps children discover what they love and immerse themselves in it wholeheartedly.
The Asobi experiences offered by the TOMY Group fill you with the joy of finding what you love and the happiness of becoming absorbed in it. Dress-up play, fashion play, and role play are all Asobi that nurtures imagination and sensitivity. For example, by choosing an outfit, styling the hair, or creating a story, children may develop dexterity and an aesthetic sensibility and even discover their future dream. Whether it is playing the role of a hairstylist, fashion designer, or magazine editor, immersing in Asobi slowly opens the door to the future.
Through these absorbing experiences, we will bring enjoyment and a sense of satisfaction to daily life and contribute to the enhancement of well-being.
Expected effects of Asobi
When there is Asobi…
People are given an opportunity to discover what they love and have the time to become absorbed in their interests. Such experiences enliven everyday life and become a driving force that fosters curiosity and inquiry.
Expected effects of Asobi
Allows people to discover what they love and become immersed in it
Brings enjoyment and a sense
of satisfaction to daily life
Fosters curiosity and inquiry,
inspiring future dreams
Social background
Low level of life satisfaction
in Japan
24th
out of 25 countries
The stagnation of life satisfaction has become a global issue in recent years, leading to a growing interest in people’s subjective well-being and sense of fulfillment in life, particularly since the COVID-19 pandemic. According to an OECD study*, whereas the average life satisfaction score among member countries was 7.4, Japan scored lower at 5.89. It suggests that opportunities to experience enjoyment and a sense of satisfaction in daily life are relatively limited in Japan.
Against this backdrop, we will provide absorbing experiences through Asobi, which will allow people to feel positive in their daily lives, and contribute to improving life satisfaction.
*You will be redirected to an external website.
Inspired and
true to oneself
Provision of experiences that cultivate thinking skills and self-expression
true to oneself Provision of experiences that cultivate thinking skills and self-expression
Contributory outputs and contributing outcomes
Contributing outcomes
Enhanced abilities to make life richer
Contributory outputs
Provision of experiences that cultivate thinking skills and self-expression
“I’m going to connect this station and this straight rail. Then…”
After uttering these words, a child is lost in deep concentration. PLARAIL is not simply a train toy. It requires children to plan the routes in their heads, select the rails, design the layout, and set the cars in motion. The whole process encourages children to think and express themselves continuously.
The TOMY Group delivers experiences that cultivate thinking skills and self-expression through Asobi. By giving shape to their ideas and emotions through Asobi, and communicating with parents and friends, children develop an identity. A parent and child help each other to build a one-of-a-kind layout. During Asobi, a parent and child may also deepen their bond by sharing ideas and interacting.
Asobi teaches you about controlling your emotions, collaborating with others, and embracing who you are. By enabling more people to feel confident in self-expression through Asobi, we will empower them to make life richer and contribute to the enhancement of well-being.
Expected effects of Asobi
When there is Asobi…
People have an outlet to freely express their ideas, emotions, and identity, nurturing creativity and a sense of self-worth. Asobi offers valuable experiences for learning to acknowledge each other’s differences and communicate with others.
Expected effects of Asobi
Fosters one’s ability to freely express their ideas, emotions, and identity
Fosters one’s ability to confront
and control their emotions
Fosters one’s ability to accept their differences with others
and to communicate with others
Social background
Social skills of children
in Japan
29th
out of 41 countries
In recent years, the importance of not only academic skills but also non-cognitive abilities and social skills has been emphasized in the education community around the world. A UNICEF report* refers to skills such as the ability to make friends, regulate emotions, and understand and empathize with others as essential elements for children’s healthy development.
In the report, while Japan receives a high score for academic skills, challenges remain in the area of social skills. According to UNICEF’s study, Japanese children have low social skills, ranking 29th out of 41 countries. The underlying reasons appear to be limited opportunities for expressing oneself and embracing one’s worth.
*You will be redirected to an external website.
Delightful human connections
Provision of experiences to spend time with others
Contributory outputs and contributing outcomes
Contributing outcomes
Not being alone; Increased connections with others
Contributory outputs
Provision of experiences to spend time with others
BBXProject, TV TOKYO
©TOMY
“Let’s play one more time.”
Along with the sound of the spinning Beyblades, children’s laughter resonates in the room. A parent cheers on next to the players while a grandparent shares some tips. Connections across generations form naturally in Asobi.
Through providing experiences to spend time with others, the TOMY Group creates occasions for Asobi that fosters closer bonds with family members, friends, and local communities. Helping one another, building relationships through communication, and pursuing a common goal—these experiences deepen the connections between people.
In today’s world, online interactions have become prevalent, while opportunities to meet face-to-face have declined. Spending time with others through Asobi has never been more meaningful. By increasing opportunities for people to feel connected with others through Asobi, we will contribute to the enhancement of well-being.
Expected effects of Asobi
When there is Asobi…
Connections between people form naturally, and bonds with family members and friends deepen. Asobi also nurtures cooperation and empathy, contributing to the creation of communities where people can feel comfortable to be themselves.
Expected effects of Asobi
Creates opportunities and occasions for connecting with others
Deepens bonds with family members and friends
Fosters one’s ability to cooperate
and empathize with others
Social background
Mental well-being of
Japanese children
32nd
out of 36 countries
Declining mental well-being and weakening social connections among children are emerging as global challenges. In particular, urbanization and digitalization have led to a growing number of children feeling loneliness and anxiety.
According to UNICEF’s study, the mental well-being of Japanese children is ranked low at 32nd out of 36 countries. The reasons are attributed to limited time spent with parents and weak peer relationships at school. The high suicide rate also continues to draw attention as a serious social issue. Against this backdrop, experiences that nurture human connections are becoming ever more important.
Targets and KPIs
With the aim of contributing to the well-being of 410 million people, we have set targets and KPIs for the number of users of relevant products and services.
The targets and KPIs will be refined going forward based on performance and other assessments.
| Contribution theme | KPI | Actual (FY2024) |
Target (by 2030) |
% achieved |
|---|---|---|---|---|
|
High-quality absorbing experiences Provision of experiences that allow people to become absorbed in what they love |
Number of users of products and services providing experiences that allow people to become absorbed in what they love* |
28.36 |
226 |
12.5% |
|
Inspired and true to oneself Provision of experiences that cultivate thinking skills and self-expression |
Number of users of products and services providing experiences that cultivate thinking skills and self-expression* |
3.66 |
31 |
11.8% |
|
Delightful human connections Provision of experiences to spend time with others |
Number of users of products and services providing experiences to spend time with others* |
25.16 |
155 |
16.2% |
|
Total |
57.18 |
412 |
13.8% |
High-quality absorbing experiences: TOMICA/TOMICA Premium, LICCA, ANIA, TRANSFORMARS, TOMIX, KIDDY LAND, TOMICA Expo/PLARAIL Expo, and various events etc.
Inspired and true to oneself: PLARAIL, DUELMASTERS (trading card and digital games), ZOIDS etc.
Delightful human connections: Beyblade, toy games (THE GAME OF LIFE and Pop-Up Pirate etc.), and baby products (6WAY Gym & Mobile Merry plus)
