The Worldfolio: EPOCH Co., Ltd.

EPOCH CO., LTD.

about this company

Vision/Mission

“Dreams and Excitement to Children, Mind of Play to Adults”

The EPOCH Group believes there are two missions in the toy industry.

The first mission is to provide children with a toy that will teach what we believe is the most important lesson for children to learn and to pass the lesson on to future generations. This lesson is a human’s everlasting theme of “nature”, “family”, and “love”. If we teach this lesson, we will be nurturing the minds of children with gentleness and kindness.

The second mission is to instill the idea of play in the mind of adults and seniors.

Today more than ever before people want to lead fulfilling lives as adults and seniors. We believe the key to this goal is to develop products that provide peaceful time and entertainment for all generations.

To achieve these two missions, we will need to develop products that meet the new expectations of new consumers we have never met.

Business Description

EPOCH Co., Ltd. is a toy manufacturer based in Tokyo, Japan. We develop many product lines including Sylvanian Families (known as Calico Critters in United States), Aquabeads, which are art and craft toys, baseball table-top games boards, jigsaw puzzles with frames, capsule toys for vending machines, and collectable trading cards, among others.

Sylvanian Families has a high recognition rate as it is distributed in 55 countries around the world.

Background

EPOCH Co., Ltd. is a toy manufacturer based in Tokyo, Japan, established in 1958. Our original product Yakyu-ban (baseball board game) continues to have its designs and technologies developed after half century in the toy market.

Early on EPOCH was known as “Game of EPOCH” because of its baseball board game, Japan’s first video game and LCD games.

In 1985 Sylvanian Families was released, and quickly became one of the most beloved girls toys in Japan. In 1986 Sylvanian Families were released in the UK, US, and other markets.

In 2004, Aquabeads were released and have grown to hold the largest share of the arts and craft category in Japan.

In 2008, EPOCH established sales companies in the US and Europe, and its own manufacturing facility. Since then we have continued to grow and now have a total of 9 subsidiary companies globally. This expansion of EPOCH subsidiaries laid the foundation to expand the business globally. EPOCH now distributes Sylvanian Families products in some 55 countries primarily, but it is introducing Aquabeads into many markets and will become the next product line to lead our global business.

Products/Services

Our main products:

・Sylvanian Families

Launched in 1985.

Sylvanian Families’ theme of “nature, family, and love” is aiming to let children cultivate friendliness and a lovable personality.

Key features are the products’ fine details, cuteness, play value with quality and collectability.

Sylvanian Families has a long history in the US and UK as well, and it is sold in about 55 countries.

In recognition of its nurturing toy, the company has won many awards from consumers and toy associations in the US and UK.

・Aquabeads

Launched in 2004.

Aquabeads are made using a unique and safe material which allows beads to stick together by water. Consumers can make not only 2D but 3D creations freely, which can expand their imagination. To help children understand how to make new and different designs we introduced Disney-licensed products such as Frozen and Dory, which are very popular.

Sales have been rapidly growing not only in Japan but also in the US and European countries soon after their launch.

Markets

We distribute our products in about 55 countries (Japan, USA, Europe, China, Korea, Southeast Asia, Oceania, Brazil, South Africa, Middle East, and so on).

Location

・Japan: 2-2-2 Komagata,Taito-ku, Tokyo.

・EPOCH group sales companies abroad: USA, UK, Germany, France, China, Brazil, Singapore, Indonesia, and Malaysia.

・Production base: China (Guangdong Province, Jiangxi).

Competitive Advantages

EPOCH holds itself to the highest product quality standards when developing toys. By owning our own mass production facilities we are able to achieve a high level of quality control. Producing in our own factories enables us to reduce failure rate which not only ensures product quality, but combined with mass production it will also contribute to reducing the product’s retail price in the long term.

Management

Michihiro Maeda, President and CEO of EPOCH Co., Ltd.

Employees

The number of employees: 203 (men: 141, women: 62).

Highlights

1958

・Taketora Maeda and three other people establish EPOCH Co., Ltd. in Kikuyabashi, Taitoku, Tokyo, Japan.

・Taketora Maeda assumed President CEO. Started to manufacture toys and games.

・Launch the first product, “Yakyu-ban”(baseball board game). It created a new trend.

1970

・Establish EPOCH HK. Co., Ltd.

1985

・Launch “Sylvanian Families” (which is called “Calico Critters” in North America).

・Sylvanian Families received an award from the International Trade and Industry Minister.

1995

・Taketora Maeda appointed as Chairman of the Board, and Michihiro Maeda appointed as President and CEO.

・Launch “Sylvanian Families Woodland Lodge”.

2004

・Launch “Aquabeads Art” (which is the present “Aquabeads”).

・Launch “Sylvanian Families City House with Lights”.

2007

・Launch “Whipple”.

2008

・Establish International Playthings LLC. A whole business was given by a major toy distributor, IPL, and EPOCH strengthened the sales in North America.

・Elect Plastic Products(HK) which has manufacturing factory in China joins EPOCH group.

2011

・Establish EPOCH Holland B.V in Holland.

・Establish EPOCH Traumwiesen GmbH in Germany.

・Establish 平成玩具（吉安）有限公司 in China.

・Establish EPOCH Chine Engineering Center in China.

2013

・Establish EPOCH-making toys in England.

・Establish EPOCH d’enfance in France.

・Establish EPOCH China Trading Co., Ltd. in China.

・Lane Xang Toys Clothes Co., Ltd. joins the EPOCH group.

2014