Name

Agatsuma

Legal name

AGATSUMA CO.,LTD.

Website

https://agatsuma.co.jp

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Children's Toys & Games

NAICS

Doll, Toy, and Game Manufacturing (339930), Doll, Toy, and Game Manufacturing (33993)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Traditional Toys Distribution (CRAOAMAA), Miniature Gaming Accessories (Dice, Mats, Tokens, Measuring Tools) (CRALAKAL)

Keywords

• Licensed character toys
• Children's toys manufacturing
• Die-cast model vehicles
• Educational toys
• Ride-on toys

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Physical Toy Product Sales: Agatsuma generates revenue through the design, manufacture, and sale of physical toys under its own PINOCCHIO brand and licensed character brands. Products are sold through retail distribution channels and e-commerce platforms across Japan.
2. Character Licensing: Revenue derived from licensing agreements with major character franchises including Sanrio, Anpanman (TMS Entertainment/Froebel-kan), and others. Agatsuma produces toys featuring licensed characters across multiple product categories.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Agatsuma designs, manufactures, and sells licensed character toys (Anpanman, Sanrio Characters, Sumikko Gurashi, Chiikawa, Rilakkuma, Shaun the Sheep, Baby Shark), proprietary educational and craft toy series (NenDo!, Love Ami, Girls Designer Collection), the Diapet die-cast miniature vehicle line, and Nintendo Switch software for young children in the Japanese market. Products span ride-on vehicles, bath toys, plush toys, educational toys, instruments, games, wooden goods, craft kits, baby products, and seasonal items.

Product overview

株式会社アガツマ (Agatsuma/Pinocchio) is a Japanese toy manufacturer operating under the PINOCCHIO brand. The company offers a diversified portfolio of children's toys organized around two main pillars: (1) licensed character brands including Anpanman (their largest franchise spanning vehicles, bath toys, plush, educational toys, and ride-ons), Sanrio Characters, Sumikko Gurashi, Rilakkuma, Chiikawa, Shaun the Sheep, and Baby Shark; and (2) proprietary brands including the ねんDo! educational toy series, ラブあみ craft/weaving kits, ガールズデザイナーコレクション fashion kits, and ダイヤペット die-cast miniature vehicles (Japan's oldest existing mini-car brand since 1965). The company also produces Nintendo Switch game software. Products span categories including ride-on toys, bath toys, plush/toys, educational toys, musical instruments, craft kits, game machines, wooden toys, summer goods, baby products, and seasonal items (koinobori, Hinamatsuri decorations). Notable recent launches include the Sumikko Pad WiFi tablet toy, Love Ami craft kits, and Sanrio character collaborations. The company also licenses Sanrio characters for various product categories.

Differentiator

Problem solved

Functional benefit

Brands

• PINOCCHIO: Primary brand name used for product branding; appears in website title and product branding as PINOCCHIO
• Diapet
• ねんDo!
• ラブあみ
• Baby cle
• Claytive

Products and services

• Anpanman (アンパンマン) Toy Line The largest licensed character toy franchise featuring Anpanman (bread superhero) and related characters from the anime series, with 236+ products spanning ride-on vehicles, play equipment, bath toys, educational toys, instruments, games, wooden goods, plush, and seasonal items for young children.
• Diapet (ダイヤペット) Die-cast Miniature Vehicles Japan's oldest existing miniature die-cast vehicle brand since 1965, producing detailed die-cast cars, trucks, buses, construction vehicles, emergency vehicles, and character-themed (Anpanman, Thomas & Friends, Rilakkuma) miniature trains at 1/43 to 1/72 scale for collectors and children.
• Sanrio Characters Toys Licensed toys featuring Sanrio characters including Hello Kitty, My Melody, Sumikko Gurashi (separate product line), Rilakkuma (separate product line), and Chiikawa (separate product line). Includes craft kits (Pladoll, Deco Beads), accessories, plush, and character-themed toys.
• Sumikko Gurashi (すみっコぐらし) Toys Licensed toys featuring the Sumikko Gurashi characters including the Sumikko Pad WiFi tablet toy, digital camera, Kira Kira snow domes, smart watches, and various educational toys.
• Love Ami Series (ラブあみシリーズ) Weaving/Craft Kits Weaving machine craft kits for creating knitted accessories such as scarves, bags, and hats, including the Love Ami Chiikawa Mascot Maker for creating character plushies, targeted at girls and craft-oriented children.
• NenDo! (ねんDo!) Educational Toy Series Proprietary educational toy series designed to develop children's skills through play, including clay/molding kits, book sets available at bookstores, and accompanied by the TV anime series 'Tsukuru no wa Daisuki! NenDo-kun to Nakamatachi.'
• Anpanman Game Series (Capsule/Arcade-style Toys) Capsule toy machines and arcade-style playthings featuring Anpanman characters, including the Wakuwaku Dome Catcher crane game, capsule dispensers, and similar amusement-style toys.
• Anpanman Ride-on Toy Series Ride-on vehicles for toddlers and young children featuring Anpanman characters, including walkers, buggies, and cars designed for sequential growth stages.
• Anpanman Bath Toys (おふろグッズ) Bath-time toys featuring Anpanman characters including bath sets, shower toys, water slides, and floating toys.
• Anpanman Hajimete no Oshaberi DX (Talking Educational Toy) Educational talking toy featuring Anpanman for early childhood development, designed as a co-playing toy where adults and children can engage together; winner of the Japan Toy Awards 2019 Co-Playing Toys category Grand Prize.
• Sumikko Pad WiFi Tablet Toy (すみっコパッド) Wi-Fi enabled tablet-style educational toy for children featuring Sumikko Gurashi characters, with app connectivity allowing communication with other users.
• Anpanman Nintendo Switch Software Nintendo Switch game software featuring Anpanman characters, including educational titles like the AIUEO (あいうえお) hiragana learning game.
• Chiikawa (ちいかわ) Toys Licensed toys featuring the Chiikawa characters including the Love Ami Chiikawa Mascot Maker craft kit for creating character mascots.
• Rilakkuma (リラックマ) Toys Licensed toys featuring the Rilakkuma (relax bear) character including the Diapet Rilakkuma bus die-cast miniature vehicle.
• Shaun the Sheep (ひつじのショーン) Toys Licensed toys featuring Shaun the Sheep characters from the Aardman animated series.
• Baby Shark (ベイビーシャーク) Toys Licensed toys featuring the Baby Shark characters from the popular children's song, including bath toys and plush.
• Girls Designer Collection (ガールズデザイナーコレクション) Fashion design and craft kits for girls including nail art (Love Nail), jewelry making, and accessory creation.
• LOVE NAIL Nail Art Kits Nail art and decoration kits for children featuring various designs and character themes.
• Big Ben Toy Clocks/Watches Toy clocks and watches featuring Big Ben and clock-themed designs for children.
• Pinocchio (ピノチオ) Own Brand The company's own brand name spanning various original toy categories, representing Agatsuma's proprietary product development alongside licensed brands.
• Sanrio Characters Heart Capsule Collection Collectible capsule toy series featuring Sanrio characters.
• Claytive (Sanrio Character Clay Creator) Clay creator/molding toy series under Sanrio characters brand.
• Fureai Anpanman Ranch (ふれあいアンパンマン牧場) Interactive farm-themed play set featuring Anpanman characters.
• Kumitate Pladoll Unicorn Party (Sanrio Character Craft Doll Set) Sanrio character Pladoll buildable craft doll set with Unicorn Party theme.
• Kumitate Pladoll Candy Factory (Sanrio Character Craft Doll Set) Sanrio character Pladoll buildable craft doll set with Candy Factory theme.
• Anpanman Ooitaiippai Yokubari Box (Large Surprise Box) Large surprise box toy with Anpanman characters featuring multiple toy surprises.
• Sumikko Gurashi Print Digital Camera Print digital camera toy for children featuring Sumikko Gurashi characters, enabling kids to take and print photos.
• Sanrio Characters Kira Kira Deco Beads Maker DIY bead craft kit featuring Sanrio characters (Sumikko Gurashi-style oshi-chara DIY).
• Hitotachi! Sakadachi Showtime Talking Character Toy Talking character toy featuring animated character dialogue and showtime-style play.
• Diapet Anpanman Trains (ダイヤペット アンパンマン列車) Diapet miniature die-cast toy trains featuring Anpanman character designs based on actual JR Shikoku regional railway routes (Tosan Line, Yosensai Line, Kotoku Line, among others).
• Diapet 60th Anniversary Patrol Car + Dia Robo Commemorative Set Commemorative die-cast vehicle set celebrating the Diapet brand's 60th anniversary, pairing a patrol car with the Dia Robo figure.

Quantifiable outcome

• Won Japan Toy Award 2025 in 4 categories
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• TMS Entertainment / Froebel-kancoreOEM/ Whitelabel/ Licensing Partner · 13 June 2019TMS Entertainment (producer of the Anpanman anime) and Froebel-kan (publisher) license the Anpanman franchise to Agatsuma for toy production. Agatsuma holds an extensive portfolio of Anpanman-branded toys spanning 236+ products across all categories including ride-on toys, bath toys, educational toys, instruments, and games.
• SanriocoreOEM/ Whitelabel/ Licensing PartnerSanrio Characters (Hello Kitty, Sumikko Gurashi, Rilakkuma, Chiikawa, Shaun the Sheep, and others) are licensed to Agatsuma for toy production. Products include Sanrio Characters Biggies, Sumikko Gurashi Pad WiFi tablets, Sumikko Gurashi Print Digital Cameras, Heart Capsule Collections, and the Claytive line. The partnership spans multiple product categories including plush toys, digital devices, arts & crafts, and stationery.
• JR四国 (JR Shikoku) / Japanese Regional RailwaysminorOEM/ Whitelabel/ Licensing PartnerRegional railway companies license the use of their train designs for the Diapet miniature train series. Products include Diapet Anpanman trains modeled on actual JR Shikoku lines (Tosa Express, Dosan Line, Uchiko Line), the Seto Ohashi trolley, and the Yuyu Anpanman Car. The relationship enables Agatsuma to reproduce licensed regional train designs in miniature form.
• Japan Toy Association (日本玩具協会)minorGTM or Marketing PartnerAgatsuma participates in Japan Toy Association activities including the annual Tokyo Toy Show trade exhibition. The company also utilizes the association's network for industry representation and market visibility.
• Nippon Television (日本テレビ)minorGTM or Marketing PartnerNTV is listed among partner organizations and links, suggesting a media partnership for Anpanman-related content and promotional activities. NTV is the broadcaster of the Anpanman anime series.
• Froebel-kan (フレーベル館)coreOEM/ Whitelabel/ Licensing PartnerFroebel-kan is the original publisher of the Anpanman character created by Hiroshi Yanase and is the rights holder for Anpanman character licensing alongside TMS Entertainment. Listed as a partner organization on Agatsuma's website.
• SUBARUminorOEM/ Whitelabel/ Licensing PartnerSubaru licensed the design of the discontinued Sambar van/truck to Agatsuma's Diapet brand for a limited-edition 1/43 scale miniature commemorating the Sambar's 50th anniversary. The WR BLUE LIMITED edition was limited to 1,000 units.
• Thomas & Friends / HIT EntertainmentminorOEM/ Whitelabel/ Licensing PartnerThomas & Friends character licensing partnership for the Diapet brand's Thomas series of miniature vehicles.
• Suntory (sanrio.co.jp link listing)minorOEM/ Whitelabel/ Licensing PartnerAgatsuma produces licensed Sanrio character toys, and Sanrio's official website is listed as a partner link on the Agatsuma corporate site.

Scale indicators3 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Epoch Co. Japanese toy and board game manufacturer with overlapping age-0-6 product categories, educational toy focus, and licensed character merchandise. Highly comparable mid-cap domestic competitor to Agatsuma.
• Happinet Corporation: Japanese toy and hobby wholesaler/retailer that also carries private-brand toys. Comparable as a domestic toy distribution intermediary that competes for shelf space with Agatsuma's products and supplies many of the same retailers.
• Bandai Namco Holdings: Japan's largest toy and hobby manufacturer. Directly comparable to Agatsuma as a domestic competitor pursuing many of the same character licenses (Anpanman, Sanrio, Dragon Ball) and selling through overlapping retail channels in Japan.
• MegaHouse: Japanese toy maker specializing in character figures, capsule toys, and collectibles. Closely comparable to Agatsuma's blind-box/capsule and character-licensed miniatures business.
• Takara Tomy: Major Japanese toy maker with a comparable licensed-character portfolio (Tomica, Beyblade, Transformers). Competes head-to-head with Agatsuma in ride-on toys, character merchandise, and educational play products for young children.

Emerging players

• Kotobukiya: Japanese figure and model-kit maker with overlap in Diapet's collectible die-cast/character miniature segment. Comparable in collectible-toy positioning though smaller scale.
• Mother Garden: Japanese wooden-toy and lifestyle brand targeting infants and young children. Overlaps with Agatsuma's age-0-6 educational and developmental toy categories.

Broad incumbents

• Sanrio: Owner of the Hello Kitty / Sumikko Gurashi / Chiikawa / Rilakkuma IP family. Both a critical licensing partner to Agatsuma and a competitive toy/goods producer through its own product lines.
• Froebel-kan: Publisher and Anpanman rights holder. Functions as both licensor to Agatsuma and producer of competing Anpanman merchandise, books, and educational products.
• Tomy (TOMY Company): Long-established Japanese toy company producing ride-ons, baby products, and character toys. Highly overlapping product categories with Agatsuma's young-child portfolio.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCn6zZVLMfFQh2jK1a7eU4LQ
• Instagraminstagram.com/pinocchio_pr
• Xx.com/pinocchio_PR
• LinkedInlinkedin.com/company/agatsuma

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agatsuma