Takara Tomy CEO Discusses Beyblade Strategy and Manufacturing Shifts at Anime Expo

Takara Tomy President and CEO Akio Tomiyama spoke with Anime Herald during the company's presence at Anime Expo 2026, highlighting strong engagement at their booth where attendees actively played with Beyblade tops and purchased gacha toys. Tomiyama attributed the enduring popularity of the spinning top franchise to its strategic depth, noting that players must devise unique tactics for different editions rather than relying on physical strength.

On a corporate level, Tomiyama outlined his oversight of global marketing strategies and financial metrics. He addressed recent supply chain adjustments, explaining that the company relocated manufacturing from China to Vietnam, Indonesia, and Thailand to mitigate rising tariffs. Emphasizing the importance of tangible products, he argued that physical toys facilitate real-world social connections, asserting that digital and physical worlds can coexist within the industry despite the growth of screen-based entertainment.