12/20/2004 04:15:00 PM 
However, Takara has been somewhat restless of late: expanding out of toys and into other categories. In the last three years, Takara has moved into electric cars and high-end design driven products. These moves make sense, given Japan's low birthrate and rapidly aging population.
Its strategy is a simple one; shift from toys for kids to toys for adults and become a lifestyle entertainment company. Takara is clearly interested in shifting some its business away from fad-ridden toy category, that's being so severely challenged by video games.
Takara moved into designer goods in 2003 with the introduction of the plusminuszero brand. This is a joint-venture with the former head of IDEO's Japanese office, Naoto Fukasawa
+-0 makes very cool looking LCD TVs, DVD players, telephones, humidifiers and even tables. The products are sold around Japan and at the brand's two stores in Tokyo.
wallpaper magazine raves about +-0
3 photos of one of the +-0 stores
The move into electric cars was even more startling, especially as the company's President gave the team two months to develop it. The cars, launched in 2002, retain a "toy like" quality, not something that you would want to drive or be seen in on a US freeway, but perfect for a congested Japanese city.
takara moves into electric cars
Takara needs these ventures to pay off; its toy business is struggling to come up with a hit product. However, at least it saw the problem coming and has tried to respond with a brave strategy shift.
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