TOMY’s US Convention Push
For more than a century, the Japanese toy maker TOMY has been crafting products that spin, dress, and collect. That heritage is now being taken to a U.S. audience, as the company confirmed its participation in Anime Expo 2026, scheduled for July 2 through July 5 at the Los Angeles Convention Center.
The Three Brands on Display
At the show TOMY will showcase three of its long‑standing lines: BEYBLADE X, the newest iteration of the spinning‑top battle toy that ignited a global craze in the early 2000s; Licca‑chan, the fashion‑doll series that has been a fixture in Japan since 1967 and is often compared to Barbie though it follows its own distinct aesthetic; and Gacha, the capsule‑toy machines that dispense small plastic trinkets and are a common sight in Japanese convenience stores and arcades. None of these are new releases; they are established brands with deep roots in Japanese pop culture. What is novel is TOMY’s decision to present them together under one roof at a U.S. convention.
Why Anime Expo?
Anime Expo is the largest anime convention in North America, drawing tens of thousands of fans each year to the Los Angeles Convention Center. The attendee base skews young, digital‑native, and eager for authentic Japanese content, making it a logical venue for TOMY to test how far its brands can travel beyond Japan. The company says it wants to share its concept of “Asobi”—the Japanese spirit of play—with American visitors.
Strategy and Industry Context
Historically, TOMY has maintained a quiet presence in the United States, relying mainly on licensing agreements and distribution partnerships. BEYBLADE, for example, sold millions of units during its peak, but the brand has largely reached consumers through retailers or television exposure. By staffing its own booth at Anime Expo and allowing fans to handle the products directly, TOMY is shifting to a direct‑to‑fan approach. This move aligns with broader trends in the toy sector: physical retail space is contracting, children spend increasing amounts of time on screens, yet events like Anime Expo continue to grow and attract enthusiasts who are willing to queue for limited‑edition BEYBLADE tops or rare Licca‑chan dolls. TOMY believes the tactile experience of play still holds value, especially when it is framed as part of a larger cultural experience.
What’s at Stake
Licca‑chan offers a particular angle for the U.S. push. Introduced in 1967, the doll is younger than Barbie but is portrayed as an ordinary Japanese girl rather than a glamorous figure, a distinction that may appeal to American collectors tired of seeing the same few brands dominate store shelves. Gacha, meanwhile, taps into an already‑growing capsule‑toy trend in the United States, where dedicated stores have opened in major cities. Because TOMY owns the Gacha brand outright, the convention offers a chance to sell the experience itself, not just the product. The company has not indicated whether the Anime Expo appearance will lead to permanent U.S. stores or expanded retail distribution; for now it is treated as a low‑risk, four‑day test in July to gauge interest. The stakes are genuine, as TOMY will be competing against Bandai Namco, Hasbro, and numerous other toy giants also courting the anime crowd. The difference lies in TOMY’s decades‑long history of producing these exact items—BEYBLADE X is not a reboot of a forgotten line
