Misplaced Pages

You can help expand this article with text translated from the corresponding article in Japanese. (April 2024) Click for important translation instructions. View a machine-translated version of the Japanese article. Machine translation, like DeepL or Google Translate, is a useful starting point for translations, but translators must revise errors as necessary and confirm that the translation is accurate, rather than simply copy-pasting machine-translated text into the English Misplaced Pages. Consider adding a topic to this template: there are already 1,400 articles in the main category, and specifying|topic= will aid in categorization. Do not translate text that appears unreliable or low-quality. If possible, verify the text with references provided in the foreign-language article. You must provide copyright attribution in the edit summary accompanying your translation by providing an interlanguage link to the source of your translation. A model attribution edit summary is Content in this edit is translated from the existing Japanese Misplaced Pages article at ]; see its history for attribution. You may also add the template {{Translated|ja|セガ フェイブ}} to the talk page. For more guidance, see Misplaced Pages:Translation.

Sega Fave Corporation

Native name	株式会社セガ フェイブ
Romanized name	Kabushiki gaisha Sega Feibu
Formerly	Sega-Yonezawa (1991–1998) Sega Toys (1998–2024)
Company type	Subsidiary
Industry	Toys Arcade games
Predecessor	Yonezawa Toys
Founded	February 1991; 33 years ago (1991-02)
Headquarters	Shinagawa, Tokyo, Japan
Area served	Worldwide
Key people	Yukio Sugino [jp] (president, Representative Director) Taketo Oshima (Executive Vice President, Director of the Board) Naoko Miyazaki (Executive Vice President, Director of the Board)
Products	Arcade games Arcade systems Toys
Revenue	¥100 million
Number of employees	859
Parent	Sega
Divisions	Sega Fave AM1
Subsidiaries	Dartslive Sega Logistics Services Sega Toys (HK) Co., Ltd.
Website	segafave.co.jp

Sega Fave Corporation, previously known as Sega Toys Co., Ltd. until 2024, is a Japanese toy and arcade company which is a wholly owned subsidiary of Sega Sammy Holdings. The company was founded when Yonezawa Toys, Japan's largest post-war toy manufacturer, was absorbed into Sega in 1991 as Sega-Yonezawa.

Sega Toys have created toys for children's franchises such as Oshare Majo: Love and Berry, Mushiking: King of the Beetles, Lilpri, Bakugan, Jewelpet, Rilu Rilu Fairilu, Dinosaur King, and Hero Bank. Products by Sega Toys released in the West include the Homestar and the iDog. Sega Toys also inherited the Sega Pico handheld system and produced software for the console.

As part of a restructuring in 2024, Sega Toys took over Sega's amusement machine business (including development and sales of arcade games) and renamed to its current name, Sega Fave. This was the first time since Sega Interactive in 2015, that Sega's amusement machine businesses was represented by a separate company.

History

This section needs expansion with: Expand this section with more history when the company was Sega Toys and Sega-Yonezawa.. You can help by adding to it. (April 2024)

Yonezawa Toys (米澤玩具（よねざわがんぐ）, Yonezawa Gangu) (known also as Yone or simply Y) was founded in the 1950s in Tokyo. It was one of Japan's largest and most prodigious post-war toy manufacturers and an early participant in the growing radio control market. It is a former subsidiary of Union Carbide as toy division.

The company focused on the production of thousands of different electrically operated and mechanical toys through the early 1970s. Some were branded not as Yonezawa but as STS. It is unclear as to the origin of the STS label, but it is presumed to be that of an importer. Yonezawa briefly dabbled in radio control in the mid-1980s with the introduction of the 1/10-scale Wave Hunter buggy, sold in North America as the Monogram Lightning.

Under Sega's leadership, Yonezawa Toys was briefly known as Sega-Yonezawa until the Yonezawa branding was dropped entirely in April 1998. Once Sega Sammy Holdings was formed, Sega Toys was reorganized under Sega's entertainment contents business.

Since the early 2000s, Sega Toys markets itself distinctively from the Sega brand, with some occasional collaboration between the two. An example of their collaboration is Sega and Sega Toys producing the UFO Catcher prize games jointly, where Sega manufactures the arcade equipment, while Sega Toys produces the prizes.

In January 2024, Sega Sammy announced that it has resolved to transfer the Amusement Machine business of Sega to Sega Toys, while also changing the name of Sega Toys to Sega Fave Corporation which took effect by April of that year.

The model car line started with Taiseiya Company, which had been making 1:80 diecast cars called Micro Pet. The name was changed to Cherryca Phenix in 1962. In 1965, Taiseiya was bought by Yonezawa. Yonezawa used the name Diapet to cover these and its own range of 1:24 to 1:18 cars. In the 1990s, some 1:43 sets were issued as the Collection Club.

Notes

1. Japanese: 株式会社セガ フェイブ, Hepburn: Kabushiki gaisha Sega Feibu

References

1. "Outline". Sega Fave. Retrieved 1 April 2024.
2. "Notice of Changes of Directors at Major Subsidiaries of SEGA SAMMY HOLDINGS INC. (SEGA CORPORATION and Sammy Corporation)｜News Release｜SEGA SAMMY HOLDINGS". Notice of Changes of Directors at Major Subsidiaries of SEGA SAMMY HOLDINGS INC. (SEGA CORPORATION and Sammy Corporation)｜News Release｜SEGA SAMMY HOLDINGS. Retrieved 3 April 2024.
3. "Notice" (PDF). Sega Sammy Holdings. 27 August 2010. Archived from the original (PDF) on 13 November 2018. Retrieved 19 July 2023.
4. "History of Sega Toys" (PDF). Japan: Sega. August 2014. Retrieved 1 April 2024.
5. ^ "Notice regarding the Organizational Restructure in the Entertainment Contents Business (Absorption-type Demerger between consolidated subsidiaries and change of trade name of subsidiary)｜News Release｜SEGA SAMMY HOLDINGS". Notice regarding the Organizational Restructure in the Entertainment Contents Business (Absorption-type Demerger between consolidated subsidiaries and change of trade name of subsidiary)｜News Release｜SEGA SAMMY HOLDINGS. Retrieved 9 January 2024.
6. "Company Profile - History of SEGA TOYS". segatoys.co.jp.
7. "Diapet". hobbyDB. Retrieved 1 April 2024.
8. "Diapet". Daniel Beck's Model Car Collection. Retrieved 1 April 2024.

• Sega divisions and subsidiaries
• Toy brands
• Japanese companies established in 1950
• Japanese companies established in 1991
• Manufacturing companies based in Tokyo
• Video game companies of Japan
• Video game companies established in 1991
• Multinational companies headquartered in Japan
• Sega Sammy Holdings
• Toy companies of Japan
• Japanese die-cast toys
• Manufacturing companies established in 1950