Insights from the T-SPARK Team at Anime Expo 2025
During the vibrant atmosphere of Anime Expo 2025 in Los Angeles, Honey’s Anime had the privilege to engage with two pivotal figures in the realm of collectible figures and character merchandise: Takayuki Miyauchi, Senior Assistant Manager of Marketing within the Collector’s Exchange Network, and Kenta Wakisawa, Assistant Manager of R&D in the same division.
The Vision Behind T-SPARK
What inspired the creation of a cohesive brand for adult hobbyists, and how has this vision evolved since its inception?
Kenta Wakisawa: our team is responsible for long-standing intellectual properties like Transformers and ZOIDS. We have been developing products aimed at a mature audience for some time.With our company-wide strategy focused on enhancing brand longevity and expanding customer demographics, we decided to spearhead initiatives that cater specifically to ‘kidults’—adults who embrace their playful side.
The toy industry may seem similar across various sectors; however, their organizational structures can differ considerably. To address this initiative effectively, we formed a dedicated project team that included members beyond just management from our division. Together, we engaged in extensive discussions about our company’s trajectory over the next decade regarding how best to approach and grow within the kidult market from both medium- and long-term perspectives.
Through these discussions, it became clear that Takara TOMY aims to reach a broad range of consumers—from children to adults—which necessitates tailored strategies for each demographic during product development and marketing efforts. Particularly within collectibles, we recognized an urgent need to distinctly define our offerings targeted at kidults. As an example, while our official YouTube channel previously showcased content suitable for both children and adults alike, it became apparent that separating these channels could enhance relevance for each audience.
Moreover, there are notable differences between products designed for children versus those intended for adults concerning quality standards. As we sought ways to expand into the kidult segment over timeframes extending into years ahead, establishing clearer distinctions was essential. This realization led us to create T-SPARK—a brand dedicated exclusively to collector items aimed at adult enthusiasts—and our vision has remained steadfast as its launch.
Navigating Global Markets: strategies in Action
How do you tailor your marketing strategies specifically towards your target audience in global markets such as here in America?
Kenta Wakisawa: We only began expanding into U.S.markets this year (2025),so we’re still navigating early stages by experimenting with various approaches to determine what resonates best with consumers here. While overall trends between U.S. markets aren’t drastically different from those observed in Japan—especially regarding collectible figures—the popularity of Japanese intellectual properties is notably strong right now.
This enthusiasm allows us an opportunity; by leveraging interest surrounding Japanese culture alongside Takara TOMY’s expertise in collectibles design innovation—we aim not only to introduce new products but also raise awareness about T-SPARK as a brand through events like AX this year.
Looking ahead on our roadmap includes launching collaborative merchandise featuring beloved manga series or anime franchises while concurrently enhancing online engagement via platforms like Tommy Plus—our North American e-commerce site—and also creating more offline experiences where fans can interact directly with product samples firsthand.
catering Across Generations: Engaging Adult collectors
how do you focus on appealing primarily toward adult collectors rather than younger fans when dealing with popular titles such as My Hero Academia which attract diverse age groups?
Takayuki Miyauchi: We believe that growing recognition around T-SPARK is crucial if we’re going gain traction among adult collectors specifically speaking! the newly established brands we’ve introduced will encompass an extensive array ranging from budget-friendly options up through premium selections—all crafted thoughtfully targeting varied fan bases!
- The SPARK Fig line represents mid-to-high-end offerings tailored explicitly towards grown-up enthusiasts;
- The COLLEKAZARO series aims not just at male collectors but also seeks appeal among female audiences too!
This diverse product lineup intends ultimately broaden awareness surrounding T-SPARK amongst numerous individuals passionate about collecting!
A Commitment Beyond Collectibles
Though brief yet insightful—the dialog shared with Miyauchi-san & Wakisawa-san illuminated how Takara TOMY envisions shaping its future collector landscape via initiatives underlined by creativity embodied within T-SPARK—a label infused playfulness yet crafted meticulously reflecting sophistication expected by discerning adult fans alike! From strategic foresight leading up towards establishing vibrant branding efforts down through initial steps taken entering U.S.-based marketplaces—it’s evident that more than mere figurines are represented here; rather it’s an unwavering dedication redefining what it means not only collect but connect & celebrate dynamic aspects found throughout contemporary Japanese pop culture globally!