President Message

As a member of SEGA SAMMY Group in the consumer toy business, Sega Toys is committed to providing the world brand new forms of entertainment originating in Japan and delivering the brightest smiles and ultimate excitement to people all over the globe.

The toy industry is currently facing a number of challenges associated with Japan’s low birthrate, diversification in consumer preferences, price competition produced by stagnant consumer spending, rising manufacturing costs and diversification of retail formats. In order to come out ahead of the competition in this unfavorable climate we are working to develop new products and expand business operations through alliances and partnerships with other companies, both in Japan and overseas, and are actively promoting policies directed at creating synergies within the SEGA SAMMY Group.

Boldly taking on challenges not only in the Japanese market but throughout the world, in the future we will act to further raise international cost and product competitiveness by striving to surpass global standards from the planning stage onward.

In addition, we are developing new content continuing on from BAKUGAN, a character for boys that has become a global hit, executing a brand strategy for HOMESTAR home planetariums, an industry-leading example of an entertainment product for adults, and creating other new business. Sega Toys still has much potential.

Ultimately, all of Sega Toys is striving to bring the brightest smiles to people around the world and create opportunities for thrilling excitement and fun.