Capsule toys are catching on among girls and grown-ups, too
©Takafumi Adachi, MFBBProject,
TV Tokyo ©2009 TOMY
Capsule Beyblade Shooter 2
Another company, Takara Tomy A.R.T.S, has registered a big success with its very popular Gacha capsule toy series. Takara Tomy also drew on its strengths as a toy maker to develop this series in conjunction with its mega-hit Beyblade Characters, the most sensational hit of 2009. The series, which includes character sundries for Mameshiba (small dog-faced beans that communicate trivia) and targets girls, keeps growing in popularity. Other series are also becoming increasingly popular, such as 'Canned Tiny Insects' with its little insect figures that have tickled the hearts of children and adults alike for two decades. And 'Original Color!? Air Model Guide,' which contains exquisite models of saury and other kinds of fishes. Capsule toys, which have diversified and evolved continuously in terms of quality and usage over the years, will certainly continue to win children's hearts and minds.
The Mamechishiki Strap Best ('best bits of knowledge strap') is the most popular item in the Mameshiba series among girls.
A campaign for Original Color!? Air Model Guide in which consumers could win a large model of a tuna met with an enthusiastic response.
The latest items in the Canned Tiny Insects series, which are sold every summer.
(Updated in March 2010)
©Takafumi Adachi, MFBBProject, TV Tokyo ©2009 TOMY