Key facts
- Tomy is reintroducing its Licca-chan dolls to North America after a failed attempt over 40 years ago.
- The new strategy targets adult collectors ('kidults') rather than children.
- Licca-chan dolls are currently available in over 100 U.S. stores.
- Products include dolls dressed in kimonos and collaborations with popular anime and Sanrio characters.
- Tomy aims to have Licca-chan dolls in 1,000 North American stores this year and is expanding into Canada.
- Sales have exceeded predictions by 20 percent.
Japanese toymaker Tomy is making a second attempt to capture the North American market with its iconic Licca-chan doll, a rival to Mattel's Barbie. The initial foray in 1980, under the name 'Lisa,' failed to gain traction against Barbie's established dominance and a lack of cultural export appeal at the time. This time, Tomy is strategically targeting adult collectors, or 'kidults,' who appreciate Japanese culture, nostalgia, and have significant purchasing power.
Licca-chan dolls, first introduced in Japan in 1967, have sold approximately 69 million units domestically and are now in their fourth generation. The current North American relaunch features dolls dressed in traditional Japanese attire like kimonos, as well as collaborations with popular anime series such as 'Frieren' and Sanrio characters like My Melody. These products are currently available in over 100 U.S. locations, with sales exceeding predictions by 20 percent. Tomy plans to expand into Canada and aims to reach 1,000 stores across North America by the end of the year.
Beyond the dolls, Tomy is partnering with Mitsubishi Corp. and Sega Corp. to open a chain of character merchandise stores in North America, featuring popular Japanese attractions like 'gacha gacha' capsule toys and crane games. This broader strategy aligns with Tomy's goal to increase overseas profits, with Europe, North America, and Australia identified as key growth regions. Tomy President Akio Tomiyama indicated that the company is prepared to make prior investments to secure future growth in these markets.