TAKARATOMY Scales Up North American Presence at Anime Expo 2026

Tens of thousands of attendees descended upon the West Hall at Los Angeles' Anime Expo this July, where Japanese toy giant TAKARATOMY anchored its largest U.S. showcase to date. The four-day event centered on the concept of "Asobi"—the traditional Japanese spirit of play—through three core brands: BEYBLADE X, Licca-chan, and Gacha.

Corp and Tech·August 4, 2026·reads: 780

TAKARATOMY Scales Up North American Presence at Anime Expo 2026

The Japanese firm, which marked its centennial in 2024, utilized the convention to bridge the gap between niche Japanese hobby culture and the broader North American market. BEYBLADE X served as the event's high-energy engine, drawing over 7,000 visitors to its booth. The brand hosted the BEYBLADE X ANIME EXPO CUP 2026, featuring 128 competitive players and a series of "Producer Battles" that allowed fans to challenge members of the original Japanese development team directly.

Fashion doll icon Licca-chan made its North American debut at the expo, buoyed by a strategic collaboration with digital idol Hatsune Miku. The limited-edition "Licca HATSUNE MIKU" doll sold out every day of the convention, signaling strong demand for the brand’s distinct aesthetic. Meanwhile, the "Gacha Galaxy" installation showcased more than 80 capsule-toy machines. By integrating interactive elements like the "Gacha Reactor"—which combined physical play with visual effects—the company sought to replicate the specific "DOKIDOKI WAKUWAKU" or heart-pounding excitement associated with Japanese vending culture.

Akio Tomiyama, President and CEO of TAKARATOMY, noted that the event was less about product placement and more about building community. As social media continues to collapse the distance between global markets, the company is betting that the tactile, shared experience of Japanese play remains a potent draw for diverse audiences ranging from long-time collectors to Gen Z pop culture enthusiasts.