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Tomica in the US
Topic Started: Feb 10 2016, 01:16 AM (2,180 Views)
Matchthebox
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I don't know if this has been discussed before but wanted to know the opinions of members who also collect Tomica as to why Tomica was not successful in the US even after their 2nd attempt with TRU. They were not successful with JL either. I grew up in a different country and Tomica is still going strong over there. They have their own display case just like Matchbox in the 60' and 70's and they have all the different models out on display so you can see what they actually look like. Then below the display are the actual models in their boxes (not blister pack) which you pull out yourself. Sometimes they also have Limited edition. I've heard that some indicated due to price point is no match with MB and HW. Some said it was poor marketing.Could it be due to TRU not placing them in the Diecast area? Poor selections? I agree on this one. I also think that when Tomica was introduce in the States for the first time as pocket cars the blister pack looks generic which made them look like cheap cars compare to their boxed packaging with beautiful artwork of the model. So what do you guys think?
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250 TR
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Personally, I think it was a combination of the packaging itself, paired with placement in the store. They weren't really marketing them towards collectors, they were marketing them as toys. And the little Tomica people that were featured in most of the sets, I don't think translated very well here in the US. Part of that theory of mine is based on Lego's success here in the US. I think the Tomica people look like what you'd find in a Lego knockoff brand like Mega Blocks or Kreo, which parents equate to lower quality, yet the Tomica were priced like a higher quality product. If they looked more like scaled down people or action figures, maybe, but I think they looked cheap. And they were marketing them all wrong, placing them in the toddler section. If they aren't old enough for Hot Wheels, they aren't old enough for Tomica, yet they were placed where you'd find the Fisher Price stuff. Plus, I think the packaging looked kind of cheap. Obviously, the cars themselves aren't, and I think parents that gave them a chance probably were pretty happy with the decision, but in the split second parent's have to decide, they didn't come across as the premium product that they were. And while collectors are an important part of any diecast company, compared to parents we are a drop in the bucket and there wasn't enough of a selection for collector's purchases to make much of a dent.

Edited by 250 TR, Feb 10 2016, 02:09 AM.
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pjedsel
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I remember when Tomica made their appearance in this country in the Pocket Car series. While the price didn't bother me, they were higher priced than Matchbox and Hot Wheels of the time and I think a lot of people, for whatever reasons, bulked at paying the higher prices. In those days there were not Targets and Wal-Marts all over the place - I remember finding most of the Pocket Cars in specific toy shops, home improvement stores and in grocery stores, etc. as opposed to finding them at K-Mart, Fred Meyer, etc.
In there most recent return I think they really missed the mark by trying to sell them in those little sets - for one thing - people could not find them in TRU and for most people they seemed over priced. The little sets did not offer that much in variety in the way of models available. I really wonder if they had simply offered the cars and trucks in a traditional blister package in the diecast section if that would have helped. Most are used to used to seeing higher priced diecast these days such as GreenLight, M2 and even the "higher end" Hot Wheels these days so they might have had a chance if they had been released in that manner.
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cody6268
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They also tried to sell a handful of castings loose (Nissan truck with shark, Hino rescue truck, Toyota ambulance, Toyota Forklift Hitachi dump truck, Komatsu bulldozer, and Kawasaki? ATV, plus half a dozen Mario Kart-related models) as a part of Ertl/RC2's Collect and Play line shortly after Tomy purchased Ertl in 2012. If I remember correctly most of the castings ended up on clearance at the Tractor Supply here, and some still remain, even after being on clearance over a year. Most of the modern Tomicas I had until recently (I've started buying them from Japan) came from clearance retailers, plus those from Tractor Supply.

Edited by cody6268, Feb 10 2016, 12:16 PM.
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toyotageek
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I think you guys have pretty much summed it up with your comments.

From what I was able to gather at the time, Tomica wasn't being marketed to collectors or even older kids. Tomy wasn't out to sell the diecast, they were out to sell "playsets". That's why the product was in the toddler section and IMHO ultimately failed. Price certainly didn't help sales any.

Tomica could have a chance here if it were marketed to collectors specifically. I think there's no way they can compete in the 'toy market' while aiming their sales at kids. Hot Wheels and Matchbox are cheaper, and then you have other dollar brands that will get the sales & money.

Unfortunately I think Tomica in the US is just a novelty for most people, and there aren't enough hard core collectors to make it a worthwhile effort on Tomy's part - at least as far as mass marketing is concerned.

There are new Tomica being sold in the US through a few retail outlets (Japanese supermarkets). As far as I know they are coming in through a distributor and not directly by Tomy. Sales seem to be slim. The models are not boxed versions, they are blister card versions and retail for around $6.

The only way I see Tomica being successful is if Tomy were to bring them over themselves and to keep the price down as much as possible and sell them direct to consumers (online?).
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b2young
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I just saw some of the Tomy/Ertl castings at a local independent toy store (where I purchased, last year, the bulldozer and forklift Cody mentioned--never saw the ambulance--). The ones I saw last week were one each of the major brand pickups (Ford, Ram, and Chevy 1500) with 'fifth wheel' slots in their beds, and, sold separately, one of those long horse/livestock trailers that is made for those 5th wheel slots.

Thought they were nice, but not worth the price of two (well, 6 if you want all three trucks and 3 identical trailers to get a complete 'set') pieces if you wanted your favorite pickup and a trailer.

We don't have any Tractor Supply Co stores here....even though this is truly an agricultural farm/ranch region....the nearest other stores that carry any farm/ranch-related toys are D&B (ranch) Supply. But I've never seen small-scale diecast there, only the big plastic ranch or farm or rodeo sets with Bruder-size cars or trucks, etc.
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Stampede
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toyotageek
Feb 10 2016, 10:48 AM
From what I was able to gather at the time, Tomica wasn't being marketed to collectors or even older kids. Tomy wasn't out to sell the diecast, they were out to sell "playsets". That's why the product was in the toddler section and IMHO ultimately failed. Price certainly didn't help sales any.
Michael basically summed up my sentiments in the above excerpt. The potential was there, but Tomy simply marketed the line in the wrong way- and in today's consumer world, marketing is incredibly important, especially when introducing a new product to the market. Mattel ultimately has the vehicle playset market in North America locked up (save for Fast Lane), thus it was tricky for Tomica to make an entry into the market, and marketing their playsets at a 'higher' tier (thus commanding a higher price) didn't quite work- there was nothing to really differentiate their products from that of the competitions.

In my opinion, Tomica would faired a little better had they introduced their boxed mainline into North America, but they would need to figure out a method to keep the costs low, especially when faced with the likes of Hot Wheels and Matchbox. Most people who have Tomica castings would agree that they are of a higher tier (e.g. full tampo treatment, opening features), but engraving that impression into the general public would be more tricky, especially those who have little or no background of the brand. When placed next to the standard blister cards of the brands that we know, the boxes stand out- the white and red really catch one's eye, and most of all it is different- not something that one usually sees on the pegs. It is just a matter of facilitating a trial purchase from consumers that it delicate- pricing the models at a higher price point may discourage parents, but not collectors (which I am not sure that the latter may be enough to purely support sales).
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microbuss
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this is true
I bought mine from Toys "R" Us when I could get to Ft Collins, CO
before they discontinued them
I got a set for $2 with 2 cars & a playmat

I still can find a few loose Tomicas at a place called Murdoch's Ranch & Home Supply
there is the Toyota Forklift, Komatsu bulldozer & Hitachi dump truck
Posted Image
all say made in Vietnam
These usually have a Tomy/Ertl tag on them

but these are nice vehicles no matter what the price is :thumbup:
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Edited by microbuss, Feb 10 2016, 06:08 PM.
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Douglas
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Agree with what has been mentioned, I've felt price had and still has so much to do with it,
As toys, there is no way to compete with Mattel on prices here in the US, and I often wondered if this is the reason Mattel keeps the prices of HWs & Mbx so low, and just cheapen their product, maybe just to keep the likes of higher priced toys like Tomica, Majorette, and even Siku out of this US market, and possibly the reason those and other companies pulled out of the States back when they did, knowing they cannot compete, not even if they cheapened their products the same, if they even wanted to try.



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b2young
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I suppose it's possible Mattel considers (fears?) competition from the higher-quality higher-priced brands, but I also feel confident Hot Wheels collectors won't change their ways simply because Siku, Majorette or Tomica are available in the same store, in the same aisle.

Have you SEEN Hot Wheels "collectors" tear the pegs apart, or dig through those dump bins?! They can be like rabid dogs......(I've been to a few K-days where I saw some uncivil behavior....) (No offense to any of our Hot Wheels-collecting friends....just kidding about the 'enthusiasm' of HW collectors in general...)
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pjedsel
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b2young
Feb 10 2016, 10:49 AM
I just saw some of the Tomy/Ertl castings at a local independent toy store (where I purchased, last year, the bulldozer and forklift Cody mentioned--never saw the ambulance--). The ones I saw last week were one each of the major brand pickups (Ford, Ram, and Chevy 1500) with 'fifth wheel' slots in their beds, and, sold separately, one of those long horse/livestock trailers that is made for those 5th wheel slots.

Thought they were nice, but not worth the price of two (well, 6 if you want all three trucks and 3 identical trailers to get a complete 'set') pieces if you wanted your favorite pickup and a trailer.

We don't have any Tractor Supply Co stores here....even though this is truly an agricultural farm/ranch region....the nearest other stores that carry any farm/ranch-related toys are D&B (ranch) Supply. But I've never seen small-scale diecast there, only the big plastic ranch or farm or rodeo sets with Bruder-size cars or trucks, etc.
The collect and play line was sold in many different farm and ranch type stores but again the Tomica models that were offered in that series were not ones that fit those type of stores - they were almost more a novelty to the ERTL pickups and tractors and the few JL cars and trucks that were a part of the series.
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Douglas
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b2young
Feb 11 2016, 10:01 AM
I suppose it's possible Mattel considers (fears?) competition from the higher-quality higher-priced brands, but I also feel confident Hot Wheels collectors won't change their ways simply because Siku, Majorette or Tomica are available in the same store, in the same aisle.

Have you SEEN Hot Wheels "collectors" tear the pegs apart, or dig through those dump bins?! They can be like rabid dogs......(I've been to a few K-days where I saw some uncivil behavior....) (No offense to any of our Hot Wheels-collecting friends....just kidding about the 'enthusiasm' of HW collectors in general...)
Definitely agree with you Blair in believing the avid HWs or Matchbox collectors might not be swayed with the other brands present in stores, but I was actually thinking more in the sense of parents and kids, and even collectors like many of us here who are not so strict to collecting only one toy brand, where we might end up spending much less of our diecast dollars on Mattel brands, in favor of some of the competitors fine toy cars......

But I don't really know what keeps the competitors away, maybe for their own reasons, maybe feeling that they don't make, or don't want to make styles of toy cars that could interest enough Americans for them to make enough profit here.
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pjedsel
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Douglas
Feb 11 2016, 06:31 PM
b2young
Feb 11 2016, 10:01 AM
I suppose it's possible Mattel considers (fears?) competition from the higher-quality higher-priced brands, but I also feel confident Hot Wheels collectors won't change their ways simply because Siku, Majorette or Tomica are available in the same store, in the same aisle.

Have you SEEN Hot Wheels "collectors" tear the pegs apart, or dig through those dump bins?! They can be like rabid dogs......(I've been to a few K-days where I saw some uncivil behavior....) (No offense to any of our Hot Wheels-collecting friends....just kidding about the 'enthusiasm' of HW collectors in general...)
Definitely agree with you Blair in believing the avid HWs or Matchbox collectors might not be swayed with the other brands present in stores, but I was actually thinking more in the sense of parents and kids, and even collectors like many of us here who are not so strict to collecting only one toy brand, where we might end up spending much less of our diecast dollars on Mattel brands, in favor of some of the competitors fine toy cars......

But I don't really know what keeps the competitors away, maybe for their own reasons, maybe feeling that they don't make, or don't want to make styles of toy cars that could interest enough Americans for them to make enough profit here.
I know Tomica has made that comment in the past - that so many of their cars/trucks would not have an interest here. And yet when Matchbox first introduce the Regular Wheels line the bulk of the cars and trucks were British and they sold very well. Of course I am also not into retailing and marketing... :D so not sure what the answers might be. Majorette used to be present in this country and they are gone. Siku was sold in a number of hobby and toy stores at one time and they are gone - most of their models were of European type cars and trucks.
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b2young
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pjedsel
Feb 11 2016, 10:27 PM
Douglas
Feb 11 2016, 06:31 PM
b2young
Feb 11 2016, 10:01 AM
I suppose it's possible Mattel considers (fears?) competition from the higher-quality higher-priced brands, but I also feel confident Hot Wheels collectors won't change their ways simply because Siku, Majorette or Tomica are available in the same store, in the same aisle.

Have you SEEN Hot Wheels "collectors" tear the pegs apart, or dig through those dump bins?! They can be like rabid dogs......(I've been to a few K-days where I saw some uncivil behavior....) (No offense to any of our Hot Wheels-collecting friends....just kidding about the 'enthusiasm' of HW collectors in general...)
Definitely agree with you Blair in believing the avid HWs or Matchbox collectors might not be swayed with the other brands present in stores, but I was actually thinking more in the sense of parents and kids, and even collectors like many of us here who are not so strict to collecting only one toy brand, where we might end up spending much less of our diecast dollars on Mattel brands, in favor of some of the competitors fine toy cars......

But I don't really know what keeps the competitors away, maybe for their own reasons, maybe feeling that they don't make, or don't want to make styles of toy cars that could interest enough Americans for them to make enough profit here.
I know Tomica has made that comment in the past - that so many of their cars/trucks would not have an interest here. And yet when Matchbox first introduce the Regular Wheels line the bulk of the cars and trucks were British and they sold very well. Of course I am also not into retailing and marketing... :D so not sure what the answers might be. Majorette used to be present in this country and they are gone. Siku was sold in a number of hobby and toy stores at one time and they are gone - most of their models were of European type cars and trucks.
I see LOTS of BMWs, Range Rovers, Land Rovers, Audis, VWs, Porsches, Nissan and Hino commercial trucks, and so many 'foreign' marques around here, in a very conservative farm/ranch state, that it is difficult to believe models/toys of 'foreign' cars won't sell well, even for a higher price.

But I'm betting the real reason is the $1 price point. As long as Mattel can keep churning out a good mix of real/licensed cars, no matter the country of origin, for that $1 price, the competition knows they can't compete. So we're left paying 2x or more than the already 'high' prices of European and Japanese brands of diecast because those companies know they won't sell well here.
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toyotageek
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b2young
Feb 12 2016, 09:55 AM


But I'm betting the real reason is the $1 price point. As long as Mattel can keep churning out a good mix of real/licensed cars, no matter the country of origin, for that $1 price, the competition knows they can't compete. So we're left paying 2x or more than the already 'high' prices of European and Japanese brands of diecast because those companies know they won't sell well here.
Heck yeah. Money is definitely the reason, and I won't hold that against Takara Tomy. They are a business after all.

Even back in Japan, the average retail price of new Tomica is now 450 yen - that is equal to approx $4 US. How is that supposed to compete with Hot Wheels or Fast Lane as a kid's product. So IMHO price alone excludes them from being a kid's item in the US. Mattel has the $1 car market pretty much cornered with Hot Wheels.

Without getting into the kid's market, it just isn't worth it for Takara Tomy to even try and get into the foreign collectors market. Certaily there are collectors that want Tomica, and Tomica Limited Vintage, but I think we are still too much of a niche market for Tomy to pursue. That's why I think the only way they would succeed is if they did direct online marketing/sales - eliminate any middle man and sell direct to collectors. How they could best do that is another matter, but it's really the only way I can see it happening.

Unless of course I win the lottery, in which case I would become a distributor... :lol:
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microbuss
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yes, toyotageek but lets not forget (though some want to :lol: ) that Mattel also owns Matchbox too
Totally agree with your Lottery idea too :thumbup:

still $4 isn't bad tho
Some "Specialty" Hot Wheels go for $4 or so ;)
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pjedsel
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As I commented - marketing is such a challenge. It is interesting to listen to mom and dads in the toy aisle comment about he cost of say the M2 and GreenLight and Auto World models as being high compared to Matchbox and Hot Wheels - and yet they don't seem to blink twice with they buy Jr. the various models from CARS or PLANES. :o
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dunedaddyo
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Compact
I personally feel that if Tomica were to capitalize on US trends in car tastes, they could compete in the US at the $6 price point with what is coming out from AW/greenlight/Johnny Lightning. They have the JDM castings that collectors crave after all, with a realism that appeals to many collectors on a lot of levels. Plus, the limited stuff is just out of this world!

If they were to stock a US based warehouse and sell them via the internet, they could do some damage. It would have to be Tomica, because wholesalers would find it difficult to make money over the cost of the cars plus getting them to the US.



Currently, I buy my cars on Amazon. I sort my Tomica search engine lowest to highest price and pick up cars that are under $5 that are not fantasy styles or Japanese trucks. I have found all sorts of coolness this way, as some of the Amazon sellers just about give them away to sell what I assume are ones that are either overproduced for the Japanese market or are not favored by collectors there.
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250 TR
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I really don't understand how they are so cheap on Amazon. Take this Lexus IS350 for instance:
http://www.amazon.com/No-100-Lexus-350-SPORT-Tomica/dp/B00HWPEIN6/ref=sr_1_9?s=toys-and-games&ie=UTF8&qid=1455570620&sr=1-9&keywords=tomica

$4.70 SHIPPED from Japan to the US. $4.70 is about what the retail price should be, not taking into consideration at all international shipping rates. Ebay also has some surprisingly low prices on regular Tomica from time to time. I've gotten 2 or 3 under $5 shipped, and a bunch at $6,7 and 8 shipped.
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BossCar
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I know this is a month old, but I wanted to share my 2 cents. I'm also new to Tomica, so bear with me please.

As stated before, there's no way Tomica could really compete with the $1 price range for HW and MBX if targeted for kids, and, to be honest, the collector market is a niche, which was also stated before. As for TLV, JDM is popular, but, I don't know if an old, more obscure, Japanese car would sell well over here. I mean, a vintage Skyline, a Z, or a Nissan GT-R would more than likely sell, but something more obscure? I don't know.

However, I feel regular Tomica has quite a few well known, and probably popular cars, in their line-up. So, I think it's more of a market thing. They would be competing with HW, MBX, Auto World, Johnny Lightning, Racing Champions, M2, Greenlight, and, even Maisto as they are starting to step up their game as well with Maisto Design. That's a lot of other brands to compete with. What do you do then? For Japanese cars, HW does a rather good job for a dollar(if you can find those specific models on the pegs, of course). For anything American, you pretty much have all those brands. They would probably have to find a void and fill the void, and that might not work, as already mentioned with rather obscure Japanese cars. On the other hand, the TLV stuff could compete with the predominately American cars with see from GL, AW, JL, and RC.

So, regular Tomica? Eh, not sure. They make nice models, but competing with HW and MBX is impossible. TLV? I think it could be possible, if done right, since they are more collector aimed. All in all, I think Tomica COULD have a chance at the U.S. market if they tried again and did it right(because from what I see on this thread, it sounds like it was handled rather poorly) since they do seem to have quite a fanbase like Kyosho does, but, it would be rather tough. It's kinda like the 1:1 car market, to be honest.

Quote:
 
I really don't understand how they are so cheap on Amazon. Take this Lexus IS350 for instance:
http://www.amazon.com/No-100-Lexus-350-SPORT-Tomica/dp/B00HWPEIN6/ref=sr_1_9?s=toys-and-games&ie=UTF8&qid=1455570620&sr=1-9&keywords=tomica

$4.70 SHIPPED from Japan to the US. $4.70 is about what the retail price should be, not taking into consideration at all international shipping rates. Ebay also has some surprisingly low prices on regular Tomica from time to time. I've gotten 2 or 3 under $5 shipped, and a bunch at $6,7 and 8 shipped.


I payed $7.40(free shipping) for my first Tomica, and while it's not here(yet) that is rather cheap I find.
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b2young
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Don't know if this is a Marukai (stores) thing, or a sign of what bringing Tomica singles back to US stores would bring....seen in San Diego last weekend:

Posted Image
at Marukai's Tokyo Central & Main variety store....Tomica Long $8.99 (+8% tax); singles $6.59 plus tax.

here:
Posted Image
Older photo from their web site....now has the Tokyo Central & Main signage on the front.
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cars26
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b2young
Mar 30 2016, 02:45 PM
Don't know if this is a Marukai (stores) thing, or a sign of what bringing Tomica singles back to US stores would bring....seen in San Diego last weekend:

Posted Image
at Marukai's Tokyo Central & Main variety store....Tomica Long $8.99 (+8% tax); singles $6.59 plus tax.

here:
Posted Image
Older photo from their web site....now has the Tokyo Central & Main signage on the front.
Oh my! I literally started to put my hand on the screen, that shelf full of Tomicas is just impressive!
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cars26
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Microcar
I don't live in the US so I'm not so sure what could it be. But I do remember the last time I went there and went to a Toys R Us I did found it very frustrating not finding the Tomica cars on the diecast cars section. It saddens me the fact that they left the market there since it was the best way I could get Tomica cars without having them ordered all the way from Japan. :( :(

Hope they get back to the US market someday.
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Vintage20
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I remember seeing Tomicas a few years ago at Toys R Us. As I can remember it was pretty much kiddie type cars and playsets in the kids section. They did not sell well and ended up going on clearance and eventually were sold at TJ Maxx, Marshalls and Tuesday Morning stores.
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pjedsel
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Vintage20
Apr 1 2016, 05:37 PM
I remember seeing Tomicas a few years ago at Toys R Us. As I can remember it was pretty much kiddie type cars and playsets in the kids section. They did not sell well and ended up going on clearance and eventually were sold at TJ Maxx, Marshalls and Tuesday Morning stores.
Yes, for whatever reason when Tomica re-entered the US market they were basically thinking younger children and so brought in models/sets that included the little Lego like figures. TRU tended to put them in the little kids section rather than diecast but the price point kept most parents from buying them. The store Blair shared (as have others) is a Japanese product store - if I lived in CA and close to one there might be some models I would get even at that price point - but then I am a collector and not a parent of younger children. :D
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