The die-cast car toy that has captivated the world, "TOMICA Die-cast Cars," has, since its launch in 1970, accumulated over 10,000 different vehicle types released both domestically and internationally. The total number of units sold has reached an astonishing 1 billion, meaning that for 55 years, a TOMICA die-cast car has been sold every 1.8 seconds on average. Past surveys in Japan even showed that 86.5% of boys under seven years old owned TOMICA cars, demonstrating the product's immense popularity. What exactly is the charm of this palm-sized miniature car model that allows it to captivate all generations, regardless of gender or age? On the occasion of TOMICA's 55th anniversary, we will briefly introduce this legendary toy that continues to be a bestseller to this day!
Image credit:時藝多媒體
The desire for Japanese children to play with toy cars of domestic models In Japan in 1970, the car toy market primarily featured either foreign car themes or car models produced at the standard 1/43 scale. The palm-sized die-cast cars we see today were, at that time, only available from foreign imported brands. TOMY Company (now TAKARATOMY), whose railway toy "PLARAIL Railway Kingdom" had been a bestseller for many years, observed this market gap. Concurrently, Japan was experiencing the "Izanagi Boom," a period of rising household incomes and the increasing popularization of home appliances like air conditioners and color televisions. Owning a car was the most coveted goal for every household. This led to the idea of "wanting Japanese children to play with toy cars of domestic models."
Note: The "Izanagi Boom" refers to a long period of economic expansion in Japan from November 1965 to July 1970, lasting 57 months. It was second only to the "Iwato Boom," the longest post-war boom. The name comes from Izanagi-no-Mikoto, a creation deity in Japanese mythology, symbolizing Japan's strong economic recovery and development at the time.
The 1970 Japan World Exposition, touted as the largest in history, was held in Osaka, filling Japan with confidence during its period of high economic growth. Image credit:MBS新聞資訊
The "Izanagi Boom" led to a rapid increase in the proportion of private car ownership among general households. Image credit:MBS新聞資訊
Yoshikazu Tomiyama, the second president of TOMY, who spearheaded the creation of the "TOMICA" series. Image credit:共同通信
TOMY drew inspiration from the product design of the best-selling toy "Matchbox Die-cast Cars" by the British company Lesney. They adopted a uniform size and small cardboard packaging adorned with cool car illustrations. The die-cast car itself was designed to be 78mm long (1/64 scale), a size that children could easily play with. It not only used die-cast alloy parts to provide a satisfying weight, but also featured baked paint finishes to make the exterior color closer to that of real cars. Additionally, it incorporated a clever suspension mechanism to ensure smoother movement. Thus, the die-cast car toy "TOMICA" was officially born.
The "Matchbox Die-cast Cars" products from the 1960s that TOMICA referenced. Image credit:Bring a Trailer
The first wave of "TOMICA" die-cast cars was released on August 18, 1970, featuring six Japanese domestic models: Nissan Bluebird SSS Coupe, Toyota Corona MARK II, Toyota Crown Super Deluxe, Toyota Crown Police Patrol Car, Toyota 2000GT, and Nissan Fairlady Z. Each model was priced at 180 Japanese Yen, which was considered quite affordable at the time. Coupled with their excellent styling and quality, "TOMICA" die-cast cars instantly became incredibly popular bestsellers.
The initial 6 TOMICA die-cast cars released in 1970. Image credit:共同通信PRワイヤー
The excellent market response did not make TOMY complacent. They continued to launch various contemporary Japanese domestic cars, construction vehicles, imported foreign cars, etc., at an astonishing and steady pace. In just 6 years, they surpassed a hundred vehicle types and a production volume of one hundred million units. Furthermore, they later adopted unique marketing strategies such as 'always maintaining 140 types of vehicle products on the market' and 'releasing new cars on the third Saturday of every month'. This significantly increased 'TOMICA''s visibility and market share, elevating it to one of Japan's, and even the world's, most renowned car toys.
Miniature Cars Carry Generational Memories: Half a Century, Ten Thousand Products CreatedMany collectors choose to collect the 'TOMICA' series not only for its exquisite car designs but also for its incredibly rich variety, which offers immense collectible value. 'TOMICA''s development department closely followed contemporary hot topics and popular culture. The products launched often reflected the popularity of specific vehicle types in the Japanese automotive market across different eras, such as the supercar craze in the late 1970s, the luxury sedan craze in the 1980s, and the RV craze in the 1990s, when the bubble economy led to a shift in public values, with people beginning to prioritize vehicle personality and functionality. It's as if they are documenting Japan's history, with these small cars carrying the memories of each generation.
TOMICA's 'TOYOTA Crown 4 door SEDAN'. Image credit:MBS News Information
Even the PIZZA-LA pizza delivery truck, commonly seen on modern Japanese streets, has been released! Image credit:Amazon.jp
In addition to real-world vehicles, TAKARATOMY also launched the 'DREAM TOMICA' series in 2013, which has captivated both adults and children. This series continuously collaborates with popular external IPs, releasing various dream vehicles that blend character features. It has released super cute collaboration cars with multiple Disney works, popular Nintendo video games, Sanrio, 'Pokémon', 'Chiikawa', 'Doraemon', and more. Whether it's the Pikachu car or the Hello Kitty Apple Transport truck, these have attracted consumers who had never purchased 'TOMICA' series before to specifically buy them for their collections.
The super cute 'Pokémon' and 'Chiikawa' collaboration cars are irresistible! Image credit:Takara Tomy
In 2015, to celebrate its 45th anniversary, TAKARATOMY once again unveiled 'TOMICA PREMIUM', a high-end collector's series aimed at adult customers. This series uses dedicated metal molds to produce car exteriors with even more precise detailing. It also features delicate color painting and pattern printing, realistically reproducing even wheel rim designs and tire treads. It produces historically classic cars, fighter jets, and tanks to extremely high standards. Although the price is roughly double that of regular TOMICA, each car actually costs less than 1000 JPY, making it one of the most popular sub-series in recent years.
▼ 'TOMICA PREMIUM' cars are more exquisite in both design and color than standard TOMICA miniature cars.
Image credit:Takara Tomy
▼ Recently, 'TOMICA' has frequently broken boundaries to bring about dream collaborations, successively releasing original mobile suit vehicles from classic anime like 'Mobile Suit Gundam' and 'Bakusō Kyōdai Let's & Go!!', as well as the mini 4WD cars used by the protagonists in the series.
TAKARATOMY's collaboration with TAMIYA, the 'Bakusō Kyōdai Let's & Go!!' collaboration mini 4WD car 'Magnum Saber'. Image credit:Takara Tomy
TAKARATOMY's collaboration with BANDAI, the 'Mobile Suit Gundam' collaboration original car. Image credit:Takara Tomy
Throughout its half-century history, 'TOMICA' has also designed spin-off series for its miniature cars that enhance playability and enrich the worldview. These include the battery-powered 'B/O TOMICA', the remote-controlled 'R/C TOMICA', the 'TOMICA WORLD' series which allows building structures, cityscapes, and characters to interact with the miniature cars, and the 'BLOCK' series which combines block assembly gameplay. The tokusatsu TV drama series 'Tomica Hero' (themed around a rescue team), and the TV anime series 'Tomica Hyper' and 'Earth Granner' (featuring cool transforming robots) were originally also spin-off works of 'TOMICA' miniature cars!
The incredibly passionate tokusatsu TV drama 'Tomica Hero: Rescue Force'. Image credit:Shochiku
The Global Charm of 『TOMICA』 Sweeps Taiwan, Featuring Exclusive Collaboration VehiclesFor Taiwanese people, the content above might still feel a bit distant, but did you know that 『TOMICA』 miniature cars have also launched Taiwan-exclusive collaboration products?
Starting in 2016, through the efforts of Taiwan's general agent, Li-Ying International, 『TOMICA』 successively partnered and licensed with entities and companies such as Chunghwa Post, the National Police Agency, Taiwan Railways, and CPC. This led to the launch of "Taiwan Special Order Cars" sold exclusively in Taiwan, including mail trucks, Mitsubishi Lancer police cars, HELLO KITTY Taroko Express commemorative trains, and tanker trucks. When familiar vehicles commonly seen in daily life are transformed into palm-sized models, anyone who has lived in Taiwan will surely feel an immense sense of familiarity! These products immediately sparked widespread discussion upon their release.
▼The "Chunghwa Post Mail Truck Original Set," exclusively sold at the "TOMICA Miniature Car 50th Anniversary Expo" in 2020, includes two mail trucks. It faithfully recreates the characteristic green and white paint scheme, along with the Chunghwa Post lettering and patterns on the vehicle body. The cargo container's sides and rear door also feature opening mechanisms.
Image credit:ミニカー写真館byぱぁたん
▼In 2023, accompanying the "TOMICA Miniature Car Taiwan Tour Exhibition," the "CPC Taiwan Tanker Truck, Gas Station Scene Set, and Transforming Tanker Truck" brought even richer play possibilities. It recreates scenes within a gas station, such as the fueling island, quick maintenance center, and car wash, and features actual playable mechanisms. The massive transforming tanker truck can even transform into a fully functional mobile gas station!
Image credit:台灣中油
Among these, 『TOMICA』 has collaborated three times with "HeySong Sarsaparilla," a soda that Taiwanese people have grown up drinking, and HeySong Corporation, a well-known Taiwanese beverage manufacturer. Since 2020, they have successively launched the "HeySong Sarsaparilla 70th Anniversary Commemorative Sarsaparilla Car," the "TLV 1977 HeySong Dealer Transport Truck," and the "HeySong Classic Reissue Transport Truck," each sparking a buying frenzy!
▼The three HeySong dealer transport trucks have become increasingly retro, evolving from a modern truck to a small truck with a canvas cover from 1977. This year, to commemorate HeySong Corporation's 100th anniversary, they launched a three-wheeled transport vehicle used in the 1960s-1970s, paying tribute to the recovery of Taiwan's post-war civilian economy.
TOMICA HeySong Sarsaparilla Car Image credit:黑松HeySong｜黑松股份有限公司
TOMICA HeySong 1997 Dealer Transport Truck Image credit:黑松HeySong｜黑松股份有限公司
TOMICA HeySong Classic Reissue Transport Truck Image credit:黑松HeySong｜黑松股份有限公司
55th Anniversary Expo Lands in Taipei: Four Exhibition Zones to Deeply Understand 『TOMICA』If you wish to learn more about its 55-year history, you absolutely cannot miss this year's annual grand event for 『TOMICA』 miniature cars in Taiwan: the "TOMICA Miniature Car 55th Anniversary Expo." This year's exhibition is divided into four themed zones, a "Painted Car Racing" interactive experience, and an exhibition merchandise store. From historic miniature cars to the latest models, everything is displayed at once, and an immersive city street scene guides you through the fascinating miniature world of TOMICA miniature cars!
"TOMICA Miniature Car 55th Anniversary Expo" Main Visual Image credit:時藝多媒體
✔「Mini Car Exhibition Area」Explore TOMICA's 55-year journey, showcasing various classic models and brand collaboration vehicles, and gain an in-depth understanding of TOMICA mini cars' exquisite craftsmanship and manufacturing process.
✔「Street City Zone」Recreate urban street scenes from the TOMICA world, with various mini cars for interactive play, allowing participation in interactive games featuring professions like firefighters and gas station attendants.
✔「Game Workshop」Divided into a Free Experience Zone: personally experience excavator construction vehicles (one per ticket), dual-track racing circuits, and other fun games; and a Paid Experience Zone: featuring 5 different games including 【Lucky Mini Car Spin】, 【Mini Car Pinball】, 【Genius Car Fisher】, 【Mini Car Balance Track】, and 【TOMICA Assembly Factory – Build Your Own Mini Car】. The Paid Experience Zone requires 3-5 carnival coupon points (50 NTD per point) to play. Successfully completing a game earns an exhibition-exclusive gold prize car, and even if you fail, you'll still receive a random TOMICA mini car!
✔「TOMICA Custom Car Race」Hand-paint your own unique TOMICA mini car, showcase it using multimedia scanning technology, and even participate in a race with your custom-built mini car. (This area requires carnival coupon points to participate)
Event venue schematic diagram. Image credit:タカラトミー
Event venue schematic diagram. Image credit:タカラトミー
TAKARATOMY also preemptively announced this exhibition-exclusive Taiwan special edition car: 「Taiwan Taxi Toyota RAV4 Taxi」. It features a friendly yellow livery, with the 「Taiwan Taxi」 logo printed on the roof light, the call number 「55688」 on the car door, and the 「Maximum Four Passengers」 warning sign, among other essential elements of a typical yellow taxi!
TOMICA 「Taiwan Taxi Toyota RAV4 Taxi」 Image credit:タカラトミー
TOMICA Mini Car 55th Anniversary ExpoExhibition Dates: 2025/6/28 (Sat) - 2025/9/14 (Sun)
Exhibition Hours: Daily 10:00 - 18:00 (Last ticket sales and entry at 17:30)
Exhibition Venue: Huashan 1914 Creative Park, Building 4B (No. 1, Section 1, Bade Road, Zhongzheng District, Taipei City)
FB Fan Page: https://www.facebook.com/tomica55.exhibition
『TOMICA Mini Car 55th Anniversary Special Feature』Limited-Time Giveaway Event
TOMICA is 55 years old! From 1970 to 2025, have the stories of these classic mini cars accompanied you as you grew up? This time, Toy People is giving away limited edition 【TOMICA 55th Anniversary Limited Mini Car Gifts】 to thank the car fans who have been with us all the way~
All you need to do is:
✔ Like and share this TOMICA 55th Anniversary history feature
✔ Go to Facebook and comment: 「How long have you been playing with TOMICA? Which TOMICA car is your most unforgettable one?」
And you'll have a chance to take home a limited edition mini car!
◎ Feel free to share your TOMICA memories in the comments; the more stories, the higher your chance of winning!
◎ Ignite your passionate collector's spirit and collect 55 years of classics all at once~
Prize Content:
GR Supra GT4 EVO TOMICA 55th Anniversary Specification / 3 winners
Event Rules:
1. On Facebook, like and share this commemorative feature: http://bit.ly/3GYOsvq
2. Comment below this post with: "How long have you been playing with TOMICA? Which TOMICA car is your most unforgettable one?", and you must "tag at least 1 friend".
3. Event period: July 23 – 30, 2025, ending at 12:00 PM (noon)