The Tokyo-based company, which celebrated its 100th anniversary in 2024, views regional expansion as a primary strategic pillar. By establishing a prominent footprint at the Los Angeles convention from July 2–5, TAKARATOMY aims to capitalize on rising international demand for Japanese content. President and CEO Akio Tomiyama noted that the company is actively working to share its specific brand of 'Asobi'—the Japanese spirit of play—with a broader Western audience.

The exhibition features three distinct pillars of the company's portfolio. BEYBLADE X will anchor the presence with a standalone tournament and developer-led battle sessions, building on a global sales history of over 560 million units. Meanwhile, the iconic Licca-chan doll, a staple of the Japanese market since 1967, makes its Anime Expo debut following a March 2026 North American launch. The booth will highlight the brand’s expansion through high-profile collaborations, including a specialized partnership with virtual idol Hatsune Miku. Rounding out the display, the T-ARTS Gacha line will deploy over 80 capsule machines to demonstrate the scale of Japan's rapidly growing collectible toy market.