Tomica

Tomica (トミカ) is the line of die-cast toy vehicles and related products produced since 1970 by Takara Tomy Co. of Japan (formerly known as Tomiyama and Tomy Kogyo Incorporated)(Rixon 2005, 99). Ostensibly, Tomica diecast were an outgrowth of Tomica World, an autonomous toy line of motorized trains, vehicles and accessories that Tomy that were based on Plarail and produced since 1959 (About Tomica 2013). Tomica can be referred to as the Matchbox Toys of Japan, and focuses mainly on Japanese brands.

Tomy Co. of Japan was founded in 1924 by Eijira Tomiyama in Tokyo (Robinson 2010). The company has produced a variety of toys, but in 1970 started production of the Tomica line of diecast vehicles as a result of the surge of interest in the global market in toy cars mainly led by Matchbox and Mattel's Hot Wheels (About Tomica 2013). Although models of various scales have been made, the name “Tomica” normally refers to the 3-inch sized mainstream vehicles that are the most commonly sold. Originally, the name "Pocket Cars" was given to Tomicas sold in the 1970s in the United States. After four decades, Tomy Corporation again entered the North American and European markets with the Tomica name in 2010.

Initially, Tomica only produced Japanese brand cars and trucks. This started with the release of six models in 1970. The seventh was issued later in the year. From that time, the Tomica line grew until there was a total of 109 concurrent models by 1978 — nos. 1 through 108 and also no. 110 (109 was proposed in catalogs, but never released). The variety of models also expanded from the initial coupes and saloons to taxis, buses, trucks, construction and other commercial vehicles. Even a steam engine and an ocean liner were offered. As new models were issued, each was assigned a number up to 110, which meant the replacement of an existing model.

In the early 1980s, Tomy experienced financial difficulties, and in 1983 the domestic model line was reduced to only 80 models (nos. 1 – 80). These models were mainly packaged in picture boxes. At first, the boxes used a black background with yellow flaps. Since 1984, each new model came with a newer style box with a red-and-white background (Rixon 2005, 99). Existing models issued before 1984 kept using the older style box with black background until 1988, when all boxes were updated to the new style. Hence, domestic models are commonly referred to as the “black box” or “red-and-white Box” models.

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