Takarajimasha
Takarajimasha is a private Japanese publisher and media-commerce operator that publishes 15+ fashion and lifestyle magazines and sells proprietary brands (kippis, Recoverypro Lab, LEAFY, Unchi-zu toys) and licensed character merchandise to Japanese consumers via its e-commerce platform, mobile app, and retail channels.
- Company typePrivate
- Founded1971
- HeadquartersTokyo, Japan
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Takarajimasha does
Takarajimasha (宝島社) is a private Japanese publishing company headquartered in Tokyo that operates as a multi-platform media-commerce business. The company publishes approximately 15 fashion and lifestyle magazines including InRed, sweet, mini, GLOW, MonoMax, smart, Liniere, SPRiNG, and Otona Muse, and self-identifies as Japan's No.1 fashion magazine publisher based on Japan ABC Association 2017 actual sales figures. Its core monetization model is product-led, combining magazine circulation with branded inserts (付録), brand mooks under TJ MOOK and e-MOOK lines, and proprietary branded merchandise sold through the Takarajimasha Channel e-commerce platform (store.tkj.jp), mobile app (1.5M+ members), phone ordering, bookstores, and convenience stores.
The company has expanded beyond traditional publishing into proprietary brand operations including kippis (a Nordic-inspired textile brand active for over 10 years), Recoverypro Lab recovery wear (500,000+ cumulative units sold, classified as general medical devices), BRILMY beauty accessories, Takarajimasha Toys (launched 2025 with Unchi-zu series), and the LEAFY hybrid randoseru-backpack (launched August 2025). It also holds and manages character licensing agreements with major IPs including Chiikawa, Sanrio (Hello Kitty), Snoopy, Moomin, Disney, Sumikko Gurashi, and Nintendo, producing co-branded bags, accessories, and lifestyle goods.
Revenue is generated across multiple streams: magazine publishing (circulation plus advertising), book and mook publishing (TJ MOOK, bunko, new books, comics), direct-to-consumer e-commerce, brand licensing royalties (kippis, DOD), and proprietary brand product sales. Pricing spans mass-market magazines (¥659-¥1,980) through brand mooks (¥1,000-¥3,000) to premium accessories (¥13,900-¥51,151). Key partnerships include iwaki (AGC Techno Glass) for the syunkon café cookbook series (7.8-8 million copies cumulative), Coleman for outdoor brand collabs, KADOKAWA for premium lucky item accessories, and Askal Kaban Kobo for randoseru expertise.
Takarajimasha firmographics
Firmographics- Name
- Takarajimasha
- Legal name
- TAKARAJIMASHA,Inc.
- Website
- https://tkj.jp
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Takarajimasha is a private Japanese publisher and media-commerce operator that publishes 15+ fashion and lifestyle magazines and sells proprietary brands (kippis, Recoverypro Lab, LEAFY, Unchi-zu toys) and licensed character merchandise to Japanese consumers via its e-commerce platform, mobile app, and retail channels.
- Ownership category
- akta.pro rank
Takarajimasha industry classification
Industry- Product category
- Magazine Publishing
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Hobby, Toy, and Game Retailers (459120), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331)
- akta.pro primary industry
- Books, Media, Collectibles & Hobby Marketplaces (CRAFABAL)
- akta.pro secondary industries
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Comic Books, Graphic Novels & Manga Retail (CRALAAAF)
Keywords
Where Takarajimasha is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Takarajimasha business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others
Revenue model
- Magazine Publishing: Sale of fashion and lifestyle magazines including InRed, sweet, mini, GLOW, MonoMax, smart, and 11 other magazine titles. Magazines generate revenue through circulation sales and advertising.
- Books and Mooks: Publication of TJ MOOK, brand mooks, paper books, bunko (文芸), new books (新書), and comics. This includes special issue mooks with appended merchandise.
- E-commerce Sales: Direct-to-consumer sales through the company's official Takarajimasha Channel (宝島チャンネル) online store, selling magazines, books, and proprietary branded merchandise
- Brand Licensing: Licensing of proprietary brands including kippis (北欧デザインブランド), DOD (outdoor brand), and branded merchandise to manufacturers and retailers
- Proprietary Brand Products: Production and sale of proprietary branded merchandise under kippis, BRILMY (beauty brand), and Takarajimasha Toys (宝島社トイズ) brands
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Magazine and mook publications with appended goods |
| Unit Pricing | Pay-as-you-go | General merchandise and branded products |
| Unit Pricing | Pay-as-you-go | Premium leather goods and accessories |
| Freemium | Monthly | Subscription membership and email magazine |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Takarajimasha product offering
Product offeringCore offering
Takarajimasha publishes approximately 15 fashion and lifestyle magazines (InRed, sweet, mini, GLOW, MonoMax, smart, Liniere, SPRiNG, Otona Muse, etc.) and brand mooks (TJ MOOK, e-MOOK) that bundle editorial content with branded merchandise as purchase incentives. The company sells its publications and proprietary branded merchandise — kippis (Nordic textile brand), BRILMY (beauty), Recoverypro Lab (recovery wear, 500,000+ units sold), LEAFY (randoseru-backpack), and Takarajimasha Toys (Unchi-zu collectible toys) — alongside licensed character goods through the Takarajimasha Channel e-commerce platform, physical bookstores, and convenience stores in Japan.
Product overview
Takarajimasha (宝島社) is a Japanese publishing company operating primarily as a multi-platform media-commerce business. Its core products are a portfolio of approximately 15 lifestyle and fashion magazines (including InRed, sweet, mini, GLOW, MonoMax, smart, Liniere, SPRiNG, and Otona Muse), complemented by book and brand mook publishing under the TJ MOOK and e-MOOK lines. Takarajimasha monetizes its publishing assets through Takarajimasha Channel (宝島チャンネル), an e-commerce platform and mobile app that sells proprietary and licensed merchandise alongside its publications — most notably the Nordic lifestyle brand kippis, the Recoverypro Lab. recovery wear line (series cumulative sales 500,000+ units), the LEAFY hybrid randoseru-backpack, the Unchi-zu (うんちーず) toy line under Takarajimasha Toys, and licensed character goods including Chiikawa, Hello Kitty, MOOMIN, Sanrio, and Nintendo. Magazines frequently include branded inserts (付録) such as bags and accessories as purchase incentives. Additional licensed products include fortune-enhancing accessories supervised by Shiuma (金運钱包・開運ネックレス) and beauty accessories under the BRILMY brand.
Differentiator
Problem solved
Functional benefit
Brands
- kippis (キッピス): Nordic textile brand featuring Finnish designers' patterns on various lifestyle products including bags, home goods, and fashion accessories
- 宝島社トイズ (Takarajimasha Toys)
- Recoverypro Lab. (リカバリープロラボ)
Products and services
- Magazine Publications (Fashion and Lifestyle Magazines) Portfolio of approximately 15 monthly fashion and lifestyle magazines targeting Japanese women 20s-50s and broader lifestyle audiences. Magazines frequently include branded inserts/付録 such as bags, pouches, and accessories as purchase incentives. Examples include InRed (¥1,790), Liniere (¥1,720), GLOW (¥1,980), MonoMax (¥1,480), and Otona Muse (¥1,890).
- TJ MOOK / e-MOOK (Brand Mooks) Brand mook (book + product) format combining editorial content with a companion product — typically lifestyle goods, kitchen items, or accessories — sold as a single package at newsstands and bookstores. Pricing ranges from ¥1,000–¥3,000. Examples include Coleman 10-function tote bag mooks, Rocо Nails pouch books, and Hello Kitty embroidered logo tote bag books.
- kippis (Nordic Textile Lifestyle Brand) Nordic textile lifestyle brand inspired by Finnish design culture ("kippis" means "cheers" in Finnish). Produces textile bags, accessories, interior goods, kitchenware, beauty products, clothing, and sewing fabrics featuring original patterns from Nordic designers. Sold through kippis official store, licensed to domestic manufacturers, and featured in brand mooks. Pricing ranges ¥715–¥8,800.
- Recoverypro Lab. (Recovery Wear) Recovery wear product line designed for fatigue recovery, including tops, bottoms, and short-sleeve/long-pants combinations. Classified as general medical devices. Available in licensed collaborations including SNOOPY, Disney Baymax, CUNE, and Hello Kitty × BRILMY. Pricing from ¥5,000 to ¥10,000+.
- LEAFY Randoseruリュック (Hybrid Backpack-Satchel) Lightweight hybrid backpack-satchel resembling a Japanese randoseru (school backpack), priced at ¥29,700. Features interchangeable hook-and-loop flap for customization, waterproof fabric, cushioned back panel, chest strap, and reflectors. Designed for elementary school children; co-developed with backpack specialist Askal Kaban Kobo.
- Takarajimasha Toys / Unchi-zu Proprietary toy brand featuring 'Unchi-zu' (うんちーず) collectible stretchy TPR toy characters in a poop theme, sold in random packs (12-15 types) with ticket redemption campaigns for limited-edition items. Prices ¥659–¥712. Compliant with Japan's Food Sanitation Act for toys. For ages 6 and up.
- Lucky Number Wallets and Necklaces (琉球風水志シウマ) Fortune-enhancing accessory line comprising slim long wallets, bifold wallets, long wallets, and coin necklaces featuring lucky number charms. Priced from ¥13,900 (wallets) to ¥51,151 (diamond necklaces). Incorporates Suigaku (数意学) number-based luck-attraction concepts developed by Shiuma. Co-published with KADOKAWA.
- BRILMY (Beauty Accessories) Beauty accessories brand developed by a beauty-otaku editor at Takarajimasha. Products include compact pouches and portable beauty accessories (¥2,970–¥2,990), available through Takarajimasha Channel and as inserts in magazines such as MonoMax.
- Chiikawa Licensed Character Merchandise Licensed Chiikawa (ちいかわ) character merchandise line sold exclusively through Takarajimasha Channel. Product range includes interior tote bags, 2-way quilting bags, tumblers, folding tables, and other lifestyle goods featuring the characters Chiikawa, Hachiwale, and Usagi.
- syunkon cafe Cookbook Series (Yuri Yamamoto × iwaki) Cookbook series by cooking author Yuri Yamamoto (山本ゆり) featuring recipes made with iwaki (AGC Techno Glass) heat-resistant cooking containers. Multiple editions released with original recipes exclusive to the book. Includes special issues bundling branded iwaki heat-resistant cookware with the cookbook.
Quantifiable outcome
- syunkonカフェごはん series: 8 million+ copies sold
- +2 more outcomes
Companies that use Takarajimasha
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
Takarajimasha technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
Takarajimasha partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor, core and major.
- 北海道東川町minorkippis BABY BOX donation partnership with Higashikawa town in Hokkaido, supporting local families with baby products and aligning with kippis brand's Nordic lifestyle values
- 認定NPO法人フローレンスminorkippis BABY BOX donation partnership with NPO Florence for children and family support, distributing baby products to single-parent and low-income households nationwide through food delivery services for children
- iwaki (AGCテクノグラス)coreiwaki耐熱調理容器 collaboration with cooking author 山本ゆり for recipe books with attached heat-resistant cooking containers. Multiple successful releases including syunkon series and iwaki耐熱調理容器 products.
- ColemancoreColeman collaboration forリelland magazine special appendages featuring branded products like Coleman 10-function tote bag and mini pouch with Coleman branding
- KADOKAWAmajorJoint project between Takarajimasha and KADOKAWA for 最強開運商品 (ultimate lucky items) including lucky number wallets and necklaces supervised by 琉球風水志シウマ
- スタディオクリップminorCollaboration for workshop events おけいこクリップ using kippis fabric remnants for children's craft workshops, promoting recycling and eco-friendly practices
- Sanrio (サンリオ)majorSanrio character licensing for kippis brand collaborations, including Hello Kitty × kippis product lines featuring bags, accessories, and lifestyle items
- 井上咲楽minorTravel collaboration with actress/designer 井上咲楽 for kippis brand travel products including passport cases, travel pouches, and Boston bags featuring her Helsinki-inspired designs
- 中山七里 (Nakayama Shichiri)minorMystery novel author collaboration for このミステリーがすごい！大賞 (Kono Mystery ga Sugoi Award) featured on Takarajimasha website
- Askalカバン工房 (Landcell Dr. Ohashi)minorExpert consultant for LEAFY randoseru backpack development, providing professional expertise on backpack functionality, materials, and child safety features
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Takarajimasha competitors and assessment
Company assessmentOthers
- World Co., Ltd. Japanese apparel company that publishes fashion magazines (e.g., through partnerships) and operates retail brands. Thematically comparable as a Japan-headquartered media-commerce hybrid linking editorial content with branded merchandise, though apparel-focused.
Broad incumbents
- Shueisha: One of Japan's largest publishing houses, covering manga, magazines, books, and digital media. Comparable to Takarajimasha as a Japanese publisher with magazine titles and brand-goods operations, but with significantly broader scale and portfolio (Jump, non-no, MORE).
- Belluna Co., Ltd. Japanese general mail-order/e-commerce group operating multiple catalog and e-commerce brands including Nissen. Comparable to Takarajimasha in multi-channel direct-to-consumer retail of lifestyle, apparel, and merchandise in Japan.
- Shogakukan: One of Japan's leading publishers with magazines (CanCam, Oggi, Domani), books, manga, and digital content. Closely comparable to Takarajimasha in women's fashion/lifestyle magazine publishing and branded merchandise strategies.
- Kodansha: Major Japanese publisher with extensive magazine (VoCE, with, FRaU), book, and manga operations. Directly comparable to Takarajimasha in magazine publishing and brand IP merchandising, with deeper international reach.
Direct peers
- Senshukai Co., Ltd. Japanese mail-order and e-commerce company (BELLE MAISON, Domani magazine). Comparable to Takarajimasha in operating a curated catalog/magazine-plus-e-commerce model targeting Japanese women with branded lifestyle merchandise.
- Magazine House: Japanese publisher of lifestyle and design magazines (POPEYE, BRUTUS, Casa BRUTUS, &Premium). Direct peer to Takarajimasha in premium lifestyle magazine publishing with strong brand-equity and curated merchandise tie-ins.
- KADOKAWA: Japanese publishing and media conglomerate with extensive magazine, book, mook, and IP merchandise operations. Already a Takarajimasha co-development partner for lucky-item accessories, making it a direct comparable in brand mooks and licensed merchandise.
- Hearst Japan: Japanese arm of Hearst publishing Elle, Harper's BAZAAR, Men's Non-no co-publishing. Direct peer to Takarajimasha in fashion magazine publishing serving similar women 20s-50s demographics in Japan.
Emerging players
- Bungae Japan (Sanrio rival in character goods): Japanese lifestyle retailer and brand mook publisher focused on character goods, fashion, and trendy merchandise through its own magazine and store network. Comparable to Takarajimasha in brand-mook-plus-character-licensed product strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Takarajimasha social profiles
Digital presenceTakarajimasha financial estimates
Financial estimateRevenue estimate
Valuation estimate
Takarajimasha leadership team
Management profileNumber of profiles
Takarajimasha funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Takarajimasha M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Takarajimasha
What does Takarajimasha do?
Takarajimasha publishes approximately 15 fashion and lifestyle magazines (InRed, sweet, mini, GLOW, MonoMax, smart, Liniere, SPRiNG, Otona Muse, etc.) and brand mooks (TJ MOOK, e-MOOK) that bundle editorial content with branded merchandise as purchase incentives. The company sells its publications and proprietary branded merchandise — kippis (Nordic textile brand), BRILMY (beauty), Recoverypro Lab (recovery wear, 500,000+ units sold), LEAFY (randoseru-backpack), and Takarajimasha Toys (Unchi-zu collectible toys) — alongside licensed character goods through the Takarajimasha Channel e-commerce platform, physical bookstores, and convenience stores in Japan.
Is Takarajimasha a public or private company?
Takarajimasha is a private company. It is classified as unknown and is currently operating.
When was Takarajimasha founded?
Takarajimasha was founded in 1971. It employs 101 to 250 people.
Where is Takarajimasha based?
Takarajimasha is headquartered in Tokyo, Japan, in the Asia region.
How does Takarajimasha make money?
Five revenue lines are on record. Magazine Publishing is the primary driver. The others are books and Mooks, E-commerce Sales, brand Licensing and proprietary Brand Products.
Who are Takarajimasha's main competitors?
World Co., Ltd. is listed as an others. Broad incumbents are Shueisha, Belluna Co., Ltd., Shogakukan and Kodansha. Direct peers are Senshukai Co., Ltd., Magazine House, KADOKAWA and Hearst Japan. Bungae Japan (Sanrio rival in character goods) is listed as an emerging player.
Does Takarajimasha have an API?
No public API is recorded for Takarajimasha.
What industry is Takarajimasha in?
Takarajimasha's product category is Magazine Publishing. Its primary akta.pro industry code is CRAFABAL, Books, Media, Collectibles & Hobby Marketplaces, with a secondary code of CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail. Its NAICS code is 459 and its SIC code is 5399.