Tomica (トミカ, Tomika) is a line of die-cast toy vehicles (mainly cars) produced since 1970 by Takara Tomy Co. of Japan (formerly known as Tomiyama and Tomy Kogyo Incorporated).[1] Ostensibly, Tomica diecast were an outgrowth of Tomica World, an autonomous toy line of motorized train accessories that Tomy had created based on Plarail and produced since 1959.[2] Similar in concept, Tomica can be thought of as the "Japanese Matchbox", but focuses mainly on Japanese brands.
Tomy Co. of Japan was founded in 1924 by Eijira Tomiyama in Tokyo.[3] The company has produced a variety of toys, but in 1970 started production of the Tomica line of diecast vehicles as a result of the surge of interest in the global market in toy cars which was led mainly by Matchbox and Hot Wheels.[2] Although models of various scales have been made, the name "Tomica" normally refers to the 3-inch sized mainstream vehicles most commonly produced by the company. Originally, the name "Pocket Cars" was given to Tomicas sold in the 1970s in the United States. After four decades, Tomy Corporation again entered the North American and European markets with the Tomica name in 2010.
Initially, Tomica only produced Japanese brand cars and trucks. This started with the release of six models in 1970. The seventh was issued later in the year. From that time, the Tomica line grew until there was a total of 109 concurrent models by 1978 – number 1 through 108 and also number 110 (109 was proposed, but never released). The variety of models also expanded from the initial coupés and sedans to taxis, buses, trucks, construction and other commercial vehicles. Even a steam engine and an ocean liner were offered. As new models were issued, each was assigned a number up to 110, replacing an existing model.
In the early 1980s, Tomy experienced financial difficulties, and in 1983 the domestic model line was reduced to only 80 models (nos. 1 – 80). These models were mainly packaged in picture boxes that had black background with yellow flaps. Later, new models came in a box with a red and white background.[1] Existing models issued before 1984 kept using the older style box with black background until 1988, when all boxes were updated to the new style. Hence, domestic models are commonly referred to as the "black box" or "red and white Box" models.
To compete in the global toy car market, Tomy early on, had plans of exporting its models. This was done starting in 1974 with the appearance of "Tomy Pocket Cars" in Canada and the United States. The marketing ploy was a blister package designed like a denim jeans 'pocket' with yellow 'stitching' around the outside of the card and the vehicle. Since Japanese cars were not yet booming sellers overseas, in 1976 Tomy started producing 'foreign' (non-Japanese) models. Present were American, German, Italian, British, and French cars, among others, making the Tomica product line more global.
Partly because Pocket Cars were more expensive than Hot Wheels or Matchboxes in the American market, this blister pack series was not seen much after 1979.[4] Tomica continued successfully, however, in the home market, where each foreign car was packaged in a picture box that showed a flag of the country of origin of that particular car. The boxes often did not show the number of the car, but it could be seen on the base. Since these boxes have the base colors of blue and white, they are also called the "blue-and-white box" models. At any one time, a total of 70 models were produced under the foreign line, numbered F1 to F70.