HISTORY
1926 - Establishment
Founded as Royal Celluloid Co., Ltd. through a joint investment with Dai Nippon Celluloid Co., Ltd. (now Daicel Chemical Industries, Ltd.), Teramoto Shoten, and Shigeichi Teramoto.
Main products included celluloid dolls, rattles, tumbler toys, and other miscellaneous items like washbasins. The company also engaged in exports at that time.
1956 – Incorporation
Established Royal Co., Ltd. and began operations.
1970s: Focused on developing original products centered around baby toys, further expanding the market.
1974 - Product Launch
Released new rattle toys. Changed packaging to bagged headers and prepared original displays for promoting sales to retail stores nationwide.
In addition, launched other baby toys such as the small tumbler "Rollie Chime" and the pull-toy
"Pippi."
1980s: Using innovative designs as a weapon, introduced many products that had never been seen before. Additionally, expanded the target audience by including educational toys, sandbox toys, and toys for girls, which led to an increase in product variety and enhanced brand presence in the market.
1982 - First Exhibition
Participated in the Nuremberg International Toy Fair in Germany for the first time with a booth through an import/export company.
1983 - Product Launch
Released new educational toys like the "Animal Puzzle Drop" and "White House Puzzle."
1984 - Product Launch
Introduced the pretend play toy "Party Queen."
Its stylish design, based on white, was well received in the market as it allowed individual purchases like real products. Simultaneously launched toy food items modeled after real food, "Party Queen Foods."
1985 - Rebranding
Renamed the popular "Sand & Water Play Series" to "Sunny Park" and updated the logo.
1987 - Product Launch
Released the first baby toy of the FunFun series, the "FunFun Board."
1989 - Product Launch
Introduced the educational toy "Cubic Puzzle" and the "Bubbles Club" series for bath play.
Announced the first telephone-type toy "FUNFUN Telephone," which combined phone play with rich educational play, setting a standard for educational toys.
1990s: Shifted from traditional analog toys to toys with built-in electronic components and introduced many redesigned product series to adapt to changing times. This period was also affected by economic fluctuations.
1990 - Product Launch
Released the "Kids Hospital" series for doctor role-play and the "Mini-Mobiles" series of small ride-on toys.
Introduced the "Mobile Musical," a crib-mounted music box.
1992 - Product Launch
Rebranded the company name from "Royal" to the current "Toyroyal," updating its visual identity (VI).
Launched the "Swing Series," a baby toy attachable to strollers.
Released the third generation telephone toy "FUNFUN Melody Toy," with buttons to play melodies.
1995 - Product Launch
In response to changes in consumer lifestyles and housing, developed and launched the "Portable Mobile Mori" and "Portable Mobile Kanade" as new additions to the mobile series, designed for floor use and easy mobility.
Released "FunFun Animal Chorus 2," an upgraded version of the previous year's popular item.
1998 - Product Launch
Introduced the "First Sound Series," a line of musical instruments for toddlers.
Announced the pretend play toy series "Cutting Foods! Cut Them!" with 15 items.
1999 - Product Launch
Introduced the "Outing Pet Dog," a toy that moves its head and tail while barking when pulled, and the "Various Cubes," a fun box toy featuring popular activities like clocks, phones, abacus, gears, and pianos.
2000s: Released large-scale baby toys such as jungle gyms and introduced large educational toys like pianos and keyboards, as well as block toys that had not been part of the lineup before. In the latter half, began to develop character-based products.
2000 - Product Launch
Completely revamped the Party Queen series, adding pearl coatings and plating for a more luxurious look.
Introduced the Disney Baby series.
2002 - Product Launch
Released the original character "Kewpie Series."
Launched the rattle series "Just Right for Baby Hands!" developed with a focus on fitting a baby’s hand perfectly.
Announced the "Drawing Board Series," which allows easy erasing.
2003 - Product Launch
Unveiled the FunFun Grand Piano with a focus on sound quality.
Introduced the slightly luxurious and stylish rattle series "Baby's Fun Series."
2004 - Product Launch
Launched the "Transforming 3-Way Mobile Gym," designed to be used from birth.
Announced the realistic kids' keyboard "FunFun Keyboard DX."
2005 - Product Launch
Released "Addictive Box," an educational toy with a variety of play options.
Introduced the "Big Block Series," a basic educational toy for building blocks.
Launched the "Colorful Clay Series" for imaginative clay play.
2006 - Product Launch
Introduced the "Gym & Slide" with a compact design featuring a sliding storage mechanism.
Launched the "Magnetic Blocks" that even small children can easily assemble.
Presented the "Transforming 5-Way Mobile Gym," combining a bed light and educational board for extended use.
2007 - Product Launch
Announced products featuring the RODY character, including "Swing Rody."
2009 - Award
The new product "Pretend Play Shinkansen" won the Excellence Award in the Basic Toy category of the Japan Toy Awards.
2010s: Focused on the necessity of environmentally conscious products in toy design and expanded and enhanced the range of character-based products.
2010 - Recognition
Received an award from the organizers of the Nuremberg International Toy Fair for 25 years of participation. Recognized as Vendor of the Year by Toys"R"Us Japan.
2011 - Product Launch
Launched the "R-ECO" series of rechargeable eco-friendly toys, including two mobiles, a piano, and a keyboard.
2012 - Award
The new product "Hiragana Tablet" won the Excellence Award in the Educational Toy category of the Japan Toy Awards.
Introduced the convertible mobile gym "Transforming Merry GYM Car 8 Steps."
2013 - Award
The "Chasing Rolling Ball" won the Excellence Award in the Educational Toy category of the Japan Toy Awards.
Launched the "Hello Kitty Series" featuring the "Hello Kitty Nakama Baby Design."
Celebrated the 30th anniversary of the pretend play series "Party Queen" by releasing a limited edition of the original model in a special color.
Introduced the "Lightweight Rattle Series" with a focus on ease of grip for babies.
2014 - Award
Launched the "SunnyPark FX Series" of sand and water play toys using soft materials that are safe and durable, winning the Good Design Award.
Released the "LOVE OF MOM Series" of soft rattles that can be washed entirely, inspired by feedback from mothers.
2015 - Product Launch
Introduced the "Safe Bath Series" using soft materials for worry-free bath time. Released the "Colorful Rice Dough Series," made from safe rice-based materials.
Launched role-play toys like "My Shop," "Welcome! Convenience Store Play," and the "Addictive Role Play Box."
2016 - Product Launch
Launched the "Wanwan and U-Tan Series" featuring characters from NHK's "Inai Inai Baa!" Announced the "Pretend Shinkansen N700A" and "Realistic Kid's Remote Control."
2017 - Product Launch
Released the "Rolling Coaster Series," where children can build courses using various gimmick parts. Updated the popular educational series "Addictive Box" with even more educational value, presenting the "Fun and Learning! Addictive Box."
2018 - Product Launch
Released the "My Milk Series" of animal rattles with a comforting touch and the "Pecha Rabbit Series," featuring a beloved character for babies.
2020s: Continued to promote the development of character-based products, while focusing on creating toys that cater to consumer needs.
2020 - Product Launch
Renewed popular products with updated features and colors.
Introduced the "Monpoke" series, an official baby brand of Pokémon, targeting new-generation parents.
Released a programming board that helps children and adults enjoy thinking in 3D and develop logical thinking as they build rolling paths for balls.
2021 - Product Launch
Announced the Grayish Basic Toy rattle series, which can be sterilized by boiling or with chemical solutions. Introduced the "Kids Keyboard DX+" with an accurate pitch and simple sheet music for 37 keys. Released a soft bath toy series with antibacterial and mold-resistant treatment.
2022 - Product Launch
Released a washable rattle series that can be cleaned thoroughly and kept hygienic.
2023 - Product Launch
Celebrated the upcoming 40th anniversary of the Party Queen series by introducing the fifth generation, adapted to contemporary times.
