Japan's Tomy debuts Shanghai store for Tomica die-cast model cars

Toy maker seeks to drive growth in China with first overseas outpost

20240930N Tomy Shanghai 1

The new Tomica Brand Store in Shanghai displays over 2,000 toy vehicles on its walls. (Photo by Tomoko Wakasugi)

TOMOKO WAKASUGI, Nikkei staff writer

SHANGHAI -- Japanese toy maker Tomy has opened a shop dedicated to its Tomica scale model cars in Shanghai, the brand's first outlet outside of Japan, as the company seeks to boost name recognition in China.

The Tokyo-based company plans to establish more locations in other major Chinese cities starting next year. Tomica die-cast toy vehicles currently are available at more than 3,000 retail shops in the world's No. 2 economy.

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