Yujin: Capsule Toy Magic!

9 May 2008 Category: Features, Japan, Products

Yujin: Capsule Toy Magic!

What do we have here: funny sunglasses, poo in ice-cream colours coming out of the toilet, a goat's antlers, an anatomical hand, teeth and something in a strange phallic shape we rather don't want to know what it's meant to bee... All coming out of a capsule machine by Yujin!

Put a ¥100 coin in the round-shaped vending machine, turn the dial, and out drops a small sphere containing a tiny capsule toy. This very moment of anticipation giving way to excitement (or disappointment over yet the same piece in a collection) will never cease through a capsule toy lover’s entire life! Recently, the Japanese capsule toys have gone way beyond the shapes of anime and manga figurines, and now include special models of all kinds of miniature sculptures, such as insects, toilets, busts – and their variety is truly amazing. All these are the brainchild of capsule toy company Yujin Co. from Tokyo’s neighbourhood of Tadeishi. They come up with twenty-five different products every month, creating hundreds of types for sale in thirty-seven countries. Today PingMag talks to Katsuhiko Onoo, Misayo Ariga, and Chihiro Ishizaki of Yujin’s product planning department.

Written by Ryoko
Translated by Kevin Mcgue

First, tell us a bit about Yujin, please!

Misayo Ariga: Yuji was established as a subsidiary of toy maker Takaratomy in 1988. At that time, in addition to capsule toys, Takaratomy was making toys that came with sweets, prizes for claw games, prikura, and many other things. Our capsule toys became very popular products, so they decided to found Yujin to deal exclusively in capsule toys.

Capsule toy vending machines can be found everywhere, in Japanese shops and department stores.

So, each of you present produces five or six new models every month. How do you decide on new designs?

Katsuhiko Onoo: To develop one, a product takes at least four or five months. We have monthly product development meetings and each of us throws out four or five ideas. From those, we determine which ones would be appropriate for turning into products. We then turn the ideas over to a design company we work with, and we oversee the project by selecting the best from the designs they return. Then it goes into production. At the same time, new toys for the following months are in various production stages, so there is quite a lot of turnover…

Pop coloured capsules!

A favourite with kids in Japan: Baseball pro Norichika Aoki’s small shirt! Cute!

What are the challenges in the process of developing new products?

Misayo Ariga: When we develop products that are not anime characters or such, but are based on our own ideas, then it can be quite difficult. For example, with our new “Introduction to Plaster Casts” series, we worked with students from Tokyo University of the Arts who made sculpture prototypes. The collaboration took one year. With such a long development period, we have to check the progress. Even though we follow a certain procedure, in developing the designs, the quality of materials and so many other things can turn out differently then what we planned.

Beautiful… capsule toys! The “Introduction to Plaster Casts” series was made in collaboration with Tokyo University of the Arts’ students. It took one year!

What is important for turning your ideas into a product?

Katsuhiko Onoo: Of course, the design is important. But also, if we are not having fun with our job, then there is no spirit to a new product, and it doesn’t really catch on. Actually, the ones we just throw out onto the market don’t really last long, while the ones that we think up and decide on ourselves stay on the market.


A miniature version of a cough drop package to be used as a mobile phone strap or good luck charm.

Slightly naughty! Oddly shaped potato as capsule toy.

The product planning department named it “Don’t eat these! They are poisonous mushrooms!” (Loosely translated.)

The popular “Prank Series.” In the centre is a certain fun toy you can see in action here!

Katsuhiko Onoo: It is also important that the designer has an intimate knowledge of the toy that is being made. Whether is is an animation character, models of insects, games, whatever. If the person is interested and enthusiastic about the subject, the finished product will be completely different. For example, the designer of our “Japanese Insects in Primary Colors” series wanted to get some specimens of bees to examine, so they went to Okinawa for specimens and actually went out with a net and cage to collect samples. (Laughs)


The “Japanese Insects in Primary Colors” series…

… and a 3D model of a colourful fish from the “Fish in Primary Colours” series.

Human anatomical models recreated in miniature. Argh!

A miniature version of a dental model used by dentists to explain problems to patients. Have fun with it!

Part of the gums can be removed to reveal what is inside… Nice!

Recently, capsule toys also target the adult market. However, what’s the secret of appealing to kids?

Katsuhiko Onoo: Capsule toys have been around for a long time, and is seems that the toys that children like do not change: They like toys that fly, are shiny, make noise, react in some way, or are pleasant to the touch. Kids especially like things that adults don’t like, such as insects, poo, toys that make fart sounds, and stuff like that. (Laughs) Also, children are happy to see everyday objects made into miniatures, since, for example, they usually wouldn’t be allowed to touch trophies or carpenter’s tools. By getting this object in miniature, they can bring it into their own world. People tend to forget the joy of that when they get older…

The “Fart Time Bomb” from the “Prank Series.” Enjoy!

Ever popular poo charms in pop colours.

Chihiro, you came up with the idea for the “poo squeeze series” which became a big hit with kids. How did you come up with that idea?

Chihiro Ishizaki: I just thought back to childhood. When I was a kid, for some reason it was a lot of fun to use the words “poo” and “fart”…

When kids buy a capsule toy from a vending machine, they do not know which toy exactly they are going to get. I try to think of that moment of anticipation when they use their imagination. With the “Fart Time Bomb,” I thought of how children enjoy farting. I wanted to channel that anticipation and enjoyment in one toy. Also, children’s knowledge is not as deep, but they are able to imagine a lot based on little information, and I wanted to make a toy based on that.

Chihiro’s notebook, filled with plenty of great ideas, including “attachable mole with hair,” “nipple light” and the “Poo Squeeze” toy that became a big hit. Aww!

Another big hit with kids: ice-cream coloured poo coming out of little toilets.

… and the poo toys become spinning tops.

What was your most popular capsule toy?

Misayo Ariga: Our “Canned Insect” series, which features insect models in tiny cans like canned food, became a big hit in 1989. Since then, we have released new models in the series every July. This year, we will release erasers shaped like horned beetles and stag beetles. A few lucky buyers will get a few special models that are silver and gold!

Why, do you think, this one became a hit?

Misayo Ariga: Children see insects as mysterious creatures. There are also a lot of adults that remember collecting insects when they were kids and buy these toys because of the nostalgic feel.

The popular “Canned Insect” series that go on sale every summer. This is last year’s edition.

Recently, you have been working on the “Time Capsule at Capsule Toy Project.” Tell us a bit about that!

Misayo Ariga: This is our first project in which we are aiming not to make simple toys, but art objects. We collaborated with artists both from Japan and overseas, and tried to bring the concept of capsule toys to a new level.

The “Knuckle Bear” series designed by TOUMA. © Wonder Wall/TOUMA

The 8-bit pop unit YMCK (we just showed you before) got their own capsule toy key chain. © AVEX ENTERTAINMENT INC.

Atom Boy, one of the most popular creations of Osamu Tezuka, appears as an art capsule toy. © Tezuka Productions

Finally, is there anything you would like to try in the future?

Katsuhiko Onoo: Not long ago, there were still lots of dagashi. Children would stop by these shops after school and chat with the granny who ran the shops. It was a chance for kids to interact with adults outside of school, so it was really important for their development. But unfortunately there are very few left. So, in the future, we are planning to hold events where children and adults can interact through playing with capsule toys. By now, capsule toys are sold not only in Japan, but in so many countries. We would like to do something to help the world’s children have fun!

Fabulous group picture of all of the Yujin staff. Thank you!

Thanks to Katsuhiko Onoo, Misayo Ariga, Chihiro Ishizaki and everyone at Yujin for their help! We hope you continue to bring us lots of joy in a little capsule!

27 Comments

  1. Wow, that’s so cool cute and awesome. Small stuff but with high detailed and well designed.

    Posted by: ncus on May 9th, 2008 at 7:21 pm

  2. [...] Read the rest of this great post here [...]

    Posted by: Toys Toys and More Toys » Blog Archive » Yujin – Capsule Toy Magic! on May 9th, 2008 at 7:36 pm

  3. [...] ryoko wrote an interesting post today on Yujin â

    Posted by: Magazine » Yujin – Capsule Toy Magic! on May 9th, 2008 at 9:05 pm

  4. kawayi stuff!

    Posted by: x-noise on May 9th, 2008 at 9:29 pm

  5. wow i would love to have such a job!!

    Posted by: kw on May 9th, 2008 at 9:50 pm

  6. Canned Insect are my favorite lol

    Posted by: Tomek on May 9th, 2008 at 10:37 pm

  7. I love capsule toy’s. they are sooo funny :-D

    Posted by: mee on May 9th, 2008 at 11:32 pm

  8. If i lived in japan, i would probably spend all my money on capsule toys!!!! xD

    Posted by: luke on May 10th, 2008 at 12:05 am

  9. Capsule toys forever…

    Posted by: Anonymous on May 10th, 2008 at 2:32 am

  10. Gonna be in Jpn for work few weeks. I will have a suitcase of capsule back lol

    Posted by: Anonymous on May 10th, 2008 at 3:32 am

  11. a fun read, for sure! They have their heart in the right place

    Posted by: rey-o on May 10th, 2008 at 10:12 pm

  12. I remember when I was child in Italy there was a kind of this
    toy machine. But inside there was a small fake parrot that speak with you and at the end of the sentence he gave you the capsule toy!!

    Posted by: Alessio on May 10th, 2008 at 10:48 pm

  13. these are awesome what a great thing, It’s really really great.

    Posted by: angellesmelle on May 11th, 2008 at 1:10 am

  14. [...] fun story of the week: an interview with the staff of Yujin’s planning department. Yujin is a Japanese company that makes toys in little plastic bubbles you get out of vending [...]

    Posted by: | Litwack.org on May 11th, 2008 at 2:11 pm

  15. ニッカーボッカーズを調べてたらここまできました。作業衣がすごく格好いいです！ソウルから～
    写真持って行きますね！

    Posted by: junglim Han on May 11th, 2008 at 7:32 pm

  16. http://www.german-street-art.com

    Posted by: Maxomat on May 11th, 2008 at 11:48 pm

  17. [...] Yujin’s capsule toys. “Of course, the design is important. But also, if we are not having fun with our job, then there is no spirit to a new product, and it doesn’t really catch on.” [...]

    Posted by: Toy links : Fanmode on May 13th, 2008 at 12:32 am

  18. Those capsule toys are so cool, and what rey-o said is true, good to see them so passionate about their work!
    I’ll definitely pick up some of their toys when I go back there!

    Posted by: Rence on May 13th, 2008 at 6:38 pm

  19. [...] PingMag interviews capsule toy company Yujin, a subsidiary of TOMY since 1988, holds 40% of the market share in Japan distributing over 120000 Gachapon machines and 85 million capsule products every year. [...]

    Posted by: Imprint TALK: Pop Culture Blog » Blog Archive » Yujin – Capsule Toy Magic! on May 15th, 2008 at 3:38 am

  20. great to relive my childhood memories !

    Posted by: wl on May 27th, 2008 at 3:21 pm

  21. [...] came across this interesting interview article on Pingmag which sheds some light on Yujin and the capsule toy development [...]

    Posted by: Nine Over Ten 9/10 » A Look At My Gashapon Collection on June 2nd, 2008 at 3:47 am

  22. [...] Yujin’s capsule toys. PingMag talks to Yujin about the craftmanship and design of their 100 yen toys. [...]

    Posted by: Fanmode favourites : Fanmode on June 3rd, 2008 at 2:17 am

  23. Hi, supercool stuff!
    we love these toys, I work in a fashion company and I would keep in touch with Yujin for explore if there is any change to develop something together…. but unfortunately I’m not able to read anything on the japanese web-site… somebody could help me? ciao

    Posted by: Ryna on June 24th, 2008 at 5:45 pm

  24. we have capsule toy vending machine here in manila where u can get naruto toys. but i havent had any of them…

    Posted by: mona sisa on July 31st, 2008 at 5:51 pm

  25. [...] some great Japanese design and culture from pingmag today, including an article on Yujin capsule toys with images and an interview with some of their [...]

    Posted by: Jump » Blog Archive » Japanese Capsule Toys on August 14th, 2008 at 10:16 pm

  26. Wow that is so friggin cute!

    Posted by: okinawa on December 9th, 2008 at 12:12 pm

  27. [...] Put a ¥100 coin in the round-shaped vending machine, turn the dial, and out drops a small sphere containing a tiny capsule toy. This very moment of anticipation giving way to excitement (or disappointment over yet the same piece in a collection) will never cease through a capsule toy lover’s entire life! Recently, the Japanese capsule toys have gone way beyond the shapes of anime and manga figurines, and now include special models of all kinds of miniature sculptures, such as insects, toilets, busts – and their variety is truly amazing. All these are the brainchild of capsule toy company Yujin Co. from Tokyo’s neighbourhood of Tadeishi. They come up with twenty-five different products every month, creating hundreds of types for sale in thirty-seven countries. Read the full story>>> [...]

    Posted by: Kevin Mcgue - Tokyo-Based Journalist & Filmmaker » Yujin: Capsule Toy Magic! on March 2nd, 2009 at 10:38 pm

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