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The Truth Behind the Choco Egg and Food Toy Boom: How Kaiyodo Changed Figure Culture in Three Years

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The Truth Behind the Choco Egg and Food Toy Boom: How Kaiyodo Changed Figure Culture in Three Years

The Truth Behind the Choco Egg and Toy Food Boom | Kaiyodo Changed Figure Culture in 3 Years

From 1999 to 2002, Choco Eggs captivated the entire nation of Japan. Adults seriously selecting products at convenience stores, a resale market forming, and media coverage every day—this was a historic collaboration between Kaiyodo and Furuta Confectionery that overturned the conventional wisdom of toy food as merely "children's bonuses."

However, behind the unprecedented hit of 130 million units, a bitter ending awaited with clashes and separations of corporate philosophies. This article will detail the entire Choco Egg boom from Kaiyodo's perspective in chronological order.

What is Choco Egg? | The Revolution of Toy Food That Captivated Adults

Choco Egg is a toy food series sold by Furuta Confectionery, with figures produced by Kaiyodo. Inside the egg-shaped chocolate is a meticulously crafted miniature figure, which transformed Japan's toy food culture fundamentally within just a few years of its launch in September 1999.

While traditional toy foods were inexpensive bonuses aimed at children, Choco Egg achieved a level of sculptural quality that also captivated adult collectors. Priced at about 200 yen per piece, it was infused with garage kit production techniques that Kaiyodo had cultivated over the years.

History of Toy Food and Its Traditional Positioning

The history of toy food is long, with products featuring simple plastic toys as bonuses for candy established in the children's market since the 1960s. Glico's bonuses and lottery draws at candy stores were typically positioned as "candy is the main product, toys are bonuses."

The quality of the sculptures was also low, with cost and safety prioritized over detail accuracy. Therefore, they were not subjects that adult collectors would seriously gather, and the perception that "it is enough if children are happy" was deeply rooted in the industry.

What Choco Egg Changed

Choco Egg completely overturned the notion that "toy food = low-quality aimed at children." The most revolutionary aspect was that it expanded the target audience beyond just children to adults, thoroughly pursuing collectibility and aesthetic beauty.

The figures crafted by Kaiyodo boasted astonishing detail despite being only a few centimeters in size, accurately reproducing animal skeletons and muscle flow. The painting combined multi-color molding and hand painting, achieving precision comparable to dioramas displayed in museums.

Furthermore, the random inclusion mechanism cleverly stimulated the psychology of adult collectors. The thrill of not knowing which animal would be inside, the sense of achievement in completing the series, and the excitement of hitting rare items—all of these became reasons for adults to become genuinely passionate about toy food.

September 1999: Behind the Birth of Choco Egg "Japanese Animal Collection"

In September 1999, the first series "Japanese Animal Collection" was released by Furuta Confectionery, starting with a composition of 24 types + 2 secret types. This series, which precisely reproduced familiar animals living in Japan such as the Japanese macaque, fox, raccoon, and wild boar, became the catalyst for a massive boom that would engulf the entire country.

At the center of this project was Shinobu Matsumura, known as a leading figure in animal and dinosaur sculpting. Matsumura, who belonged to Kaiyodo, was involved in everything from planning to prototype production, maintaining a stance of "not compromising just because it is for children."

The encounter with Furuta Confectionery began when the company approached with the desire to "revolutionize the toy food market with Kaiyodo's technical prowess." At that time, the toy food market was mature, and Furuta Confectionery, facing challenges in differentiating itself from other companies, saw potential in Kaiyodo's high sculpting technology.

Shinobu Matsumura: The Planner and Sculptor

Shinobu Matsumura has long been active as a sculptor specializing in animal and dinosaur figures at Kaiyodo. His commitment to biological accuracy above all else became the driving force behind aiming for "precision models with educational value" rather than just "cute animal figures."

Matsumura's sculptures were based on observations of skeletal specimens and actual animals, receiving high praise from experts. Matsumura's dinosaur figures were provided as reference materials to the CG production team of the Hollywood movie 'Jurassic Park', and he received exhibition requests from the American Museum of Natural History, demonstrating that his technical skills were recognized internationally.

In the planning of Choco Eggs, Matsumura adhered to his belief that "just because it's a 200 yen toy, we won't cut corners," aiming for museum-level precision. This uncompromising attitude became the biggest factor in creating the subsequent boom.

Start of Collaboration with Furuta Confectionery

The background of Furuta Confectionery's proposal for collaboration with Kaiyodo was the intensifying competition in the toy market. At that time, food toys were prone to price competition, with a tendency to prioritize cost over quality. Furuta Confectionery wanted to break this situation by developing a new market for "high-quality food toys."

For Kaiyodo, this collaboration was also a significant challenge. Traditional garage kits were priced in the tens of thousands of yen, aimed at a limited group of enthusiasts, while food toys needed to be mass-produced at an ultra-low price of 200 yen. In response to the contradictory demand to maintain quality while keeping costs down, Kaiyodo pooled its technical expertise.

The chemical reaction between the two companies marked a new page in the history of food toys.

Why "Japanese Animals"?

The reason the first theme was decided to be "Japanese Animals" was based on several strategic judgments. First, the subject of animals has a universality that is accepted by a wide range of people from children to adults. Unlike fictional characters, real animals have high educational value, and parents feel less resistance when giving them to their children.

Moreover, the limitation of "Japanese Animals" was calculated to enhance collectability. The composition of 24 types + 2 secret types was within a range that could be completed, while random inclusion created a sense of achievement. The duality of providing new discoveries through precise sculpting while being familiar animals was also appealing.

Furthermore, it was a theme that maximized Matsumura Shinobu's expertise in animal sculpture. The choice of subject matter that allowed Kaiyodo to fully demonstrate its technical prowess led to success from the very first release.

130 Million Shocking Units | The Social Phenomenon of the Choco Egg Boom

From its launch in September 1999, Choco Eggs became a massive hit product in just a few months, far exceeding expectations. Both Furuta Confectionery and Kaiyodo did not anticipate such a response. Convenience stores and supermarkets experienced continuous sellouts, with lines forming for restocking.

The final sales figure reached 130 million units, surpassing the population of Japan at the time (approximately 127 million). Simple calculations suggest that each citizen purchased more than one unit, but in reality, enthusiastic collectors often bought dozens or hundreds, creating a fervor that can rightly be called a social phenomenon.

Television wide shows and the economic sections of newspapers covered it daily, drawing attention with the angle of "food toys that adults seriously collect." Choco Eggs became not just a hit product but an entity that influenced Japanese consumer culture itself.

A Hit Beyond Expectations

The abnormality of the 130 million units can be understood when compared to other food toy products. In a market where traditional popular food toys were considered a great success if they sold several hundred thousand units, Choco Eggs recorded a scale several tens of times larger.

Even with the production line of Furuta Confectionery running at full capacity, it could not keep up with demand, and Kaiyodo was also overwhelmed with prototype production and quality control. Products that were initially planned for limited release quickly developed into a nationwide boom, leading to the addition of series two, three, and so on.

This success marked a turning point for Kaiyodo from "garage kits for enthusiasts" to "figures for the general public". While maintaining high-quality manufacturing, they successfully expanded their target audience significantly.

Media Attention on "Food Toys for Adults"

The biggest reason the Choco Egg boom attracted media attention was the phenomenon of "adults seriously collecting food toys," which overturned conventional wisdom. Scenes of salarymen in suits buying Choco Eggs in bulk at convenience stores and housewives visiting stores daily in pursuit of completing their collections were repeatedly reported on news and variety shows.

What became particularly noteworthy was the existence of "adults who throw away the chocolate and only collect the figures". Choco Eggs, which were originally supposed to be food, caused a reversal phenomenon where the figures became the main attraction and the chocolate was merely an accessory.

In the economic section of newspapers, analysis articles on the "adult collector market" were published, and sociological considerations on "why adults are obsessed with a 200 yen food toy" were also conducted. Choco Eggs began to be discussed not just as a product, but as a cultural phenomenon symbolizing modern Japanese consumer behavior.

The Battle for Convenience Stores and the Resale Problem

With the heat of the boom, negative aspects also surfaced. The most serious issue was the scramble at convenience stores and supermarkets. Collectors who caught wind of restock information would line up before opening and buy dozens at once, leading to situations where ordinary children could not buy them.

Furthermore, a resale market for rare items rapidly formed. Normally 200 yen Choco Eggs, especially secret or high rarity items, were traded for thousands of yen, and sometimes tens of thousands, on online auctions. This resale boom became a factor that undermined the original enjoyment of collecting and was pointed out as a social issue.

Furuta Confectionery established a mass production system, but production could not keep up with the sudden surge in demand, leading to a prolonged shortage. This situation later became one of the underlying reasons for Kaiyodo's decision to part ways with Furuta Confectionery.

The Popularization of Figure Culture | The Role of Choco Eggs

The impact of Choco Eggs on Japan's figure culture went beyond just a food toy boom. It became a catalyst for figure collecting, which had been considered a niche hobby, to be recognized as a common form of entertainment.

Kaiyodo was a central figure in the garage kit culture from the 1980s to the 90s, but its market size was limited. High-end items costing tens of thousands of yen were only accessible to enthusiastic maniacs. Choco Eggs broke down this barrier with a price of 200 yen, providing everyone with the opportunity to casually experience Kaiyodo's quality.

As a result, the term "figure" became commonplace, and collection culture widely permeated Japanese society. The rapid growth of figure magazines and capsule toy markets after Choco Eggs indicates the extent of this influence.

【Related Articles】: The History of Garage Kit Culture and Wonder Festival | The Role of Kaiyodo

From Garage Kits to Capsule Figures

During the garage kit era of Kaiyodo, high-end items were mainly sold at events like Wonder Festival. Each piece was handmade by sculptors, and due to limited production, prices were typically in the tens of thousands of yen. Only dedicated collectors and modelers could purchase them.

Choco Eggs fundamentally changed this structure. By dramatically lowering costs through mass production while maintaining Kaiyodo's technical prowess, this contradiction was resolved, allowing access to a world that previously cost tens of thousands of yen for just 200 yen.

The change in price range signified a shift in the target demographic. Not just enthusiasts, but housewives, salarymen, students, and children all gained opportunities to engage with Kaiyodo's figures. This was what determined the popularization of figure culture.

The Spread of the Term "Figure"

Before Choco Eggs, terms like "doll," "model," and "bonus" were commonly used, and the term "figure" was only understood among enthusiasts. However, the Choco Egg boom led the media to repeatedly use the term "figure", which helped it permeate the general public.

In particular, the establishment of the genre name "Shokugan Figure" was a significant change. This shifted the perception from merely being a bonus with snacks to establishing its status as a collectible item.

Nowadays, when people say "figure," it has become a common term that anyone from children to adults can understand. The spread of this term can be seen as a symbol of the cultural impact brought about by Choco Egg.

Penetration of Collection Culture

Choco Egg has rooted the collection culture in Japan through the mechanism of random inclusion. The desire to "collect all types," the sense of achievement when hitting a rare item, and the satisfaction when completing a collection—these feelings have been carried over into the later gachapon boom and the gacha systems in social games.

Additionally, communication through collection has emerged. Topics about Choco Egg are shared in workplaces and schools, and people exchange duplicate items, functioning as a tool to connect individuals.

The foundation of the collection culture built by Choco Egg has influenced the current figure market, capsule toy market, and even the gacha systems in digital content.

2002: Parting Ways with Furuta Confectionery | The Truth Behind the "Farewell Choco Egg" Statement

Choco Egg achieved an unprecedented success of 130 million units, but in 2002, Kaiyodo suddenly announced the dissolution of its partnership with Furuta Confectionery. This decision shocked not only fans but the entire figure industry. Why did they choose to part ways at the peak of success? The background lies in Kaiyodo's unwavering philosophy.

The direct trigger for the split was the resale issue involving unreleased Choco Eggs by Furuta employees. However, the fundamental cause was deeper. It was the conflict between Furuta's profit-seeking policy and Kaiyodo's management philosophy of "mastering what you love".

In particular, Furuta's move to acquire major licenses like Disney was unacceptable for Kaiyodo, which values original sculpting. The founder, Osamu Miyawaki, believed that they should not do something just because it sells, but because they love it, which led to the painful decision to part ways.

Trigger for the Split | Resale Issues by Employees

In 2002, it was discovered that Furuta employees had leaked unreleased Choco Eggs to the market and resold them at high prices. Normally, product information before release should be strictly managed, but due to leaks from within, an unfair situation arose where some collectors could obtain items before their official release.

This issue held more significance for Kaiyodo than just a violation of regulations. It was an act of betraying the trust of fans, and a betrayal to the collectors who supported the Choco Egg boom. Kaiyodo values the integrity of manufacturing above all else and could not overlook such dishonest actions.

Furuta's response also disappointed Kaiyodo. They lacked an adequate understanding of the seriousness of the issue, and their measures to prevent recurrence were deemed insufficient. This incident decisively highlighted the differences in values between the two companies.

Opposition to Acquiring Disney Licenses

Furuta aimed for further expansion of Choco Egg by proposing to acquire major licenses like Disney characters. While this was a commercially rational decision, it was unacceptable for Kaiyodo.

Since its founding, Kaiyodo has adhered to original sculpting and a focus on minor works. They took pride in bringing to the world what they truly loved, rather than well-known major characters. Dependence on a massive license like Disney directly contradicted this philosophy.

Moreover, in the licensing business, the freedom of sculpting is restricted. There were concerns that strict oversight from the rights holders would prevent Kaiyodo from expressing its unique sculptural aesthetics. For Kaiyodo, which prioritizes creativity over sales, this was a line they could not cross.

Conflict with the Philosophy of "Mastering What You Love"

The management philosophy of KAIYODO founder Osamu Miyawaki has consistently been "to master what you love". Instead of creating what sells, they focus on making what they truly want to create. Profit is a result, not a goal—this belief has made KAIYODO a unique entity.

On the other hand, Furuta Confectionery, as a publicly traded company, had responsibilities to its shareholders and needed to pursue profit maximization. The success of Choco Egg intensified the pressure for further sales expansion.

The differences in values between the two became more apparent as their collaboration deepened. While KAIYODO wanted to maintain a stance of "not making things they don't like," Furuta Confectionery sought product development that responded to market needs. The greater the success, the deeper this divide became.

Announcement of the "Farewell Choco Egg" Statement

In 2002, KAIYODO announced the statement "Farewell Choco Egg" on their official website. In this statement, the reasons for dissolving the collaboration with Furuta Confectionery were candidly discussed, along with gratitude to fans and a declaration of future intentions.

In the statement, KAIYODO clearly indicated the resale issues and the shift in policy regarding Disney licensing as reasons for the separation. They reaffirmed their philosophy of "we only make what we love." This clarity and sincerity resonated with many fans.

The decision to part ways with the commercially successful Choco Egg was a high-risk management decision. However, Osamu Miyawaki and KAIYODO chose to prioritize the maintenance of long-term ideals over short-term profits. This decision later contributed to preserving KAIYODO's independence and brand value.

Transition to Choco Q (Takara) and Subsequent Developments

After parting ways with Furuta Confectionery, KAIYODO chose Takara (now Takara Tomy) as a new partner. Takara, a toy manufacturer with a long history, showed an understanding of KAIYODO's philosophy. Thus, the "Choco Q" series was born.

Choco Q, like Choco Egg, is a food toy themed around animals and dinosaurs, inheriting KAIYODO's high sculpting technology. Although the brand name changed, the commitment to quality remained, earning high support from fans.

Furthermore, Choco Q evolved into the "Capsule Q Museum" series, which continues to this day. The series, specializing in niche themes such as deep-sea creatures, extinct animals, and insects, can be seen as a true reflection of KAIYODO's direction.

New Partnership with Takara

Takara, a long-established toy manufacturer known for Tomica and Licca-chan, shared common ground with KAIYODO in their commitment to craftsmanship. In particular, Takara respected KAIYODO's philosophy of "making what you love" and guaranteed freedom in product planning.

In launching Choco Q, Takara maximally respected KAIYODO's intentions. Rather than relying on major licenses like Disney, they supported the policy of competing with original animal and dinosaur designs.

This new partnership was an ideal form for KAIYODO. While pursuing commercial success, they did not lose creativity and independence—a collaborative relationship was built, utilizing the lessons learned from Choco Egg.

Evolution into Capsule Q Museum

Choco Q later developed into the "Capsule Q Museum" series. Although the format changed from food toys to capsule toys, KAIYODO's sculpting philosophy remained consistent.

The hallmark of Capsule Q Museum is its extremely specialized theme settings. Lines featuring "deep-sea creatures," "extinct animals," and "Japanese insects" are developed, which, while niche, have high educational value. These themes are certainly not mainstream, but they are the result of KAIYODO's commitment to "making because they love it."

Additionally, Capsule Q Museum actively collaborates with museums. Through partnerships with the National Museum of Nature and Science and aquariums, products that balance academic accuracy and entertainment are being created.

Continuation and Development of Food Toy Business

The experience with Choco Egg became the foundation for KAIYODO's subsequent food toy and capsule toy business. From the painful experience of parting ways with Furuta Confectionery, KAIYODO learned the importance of "maintaining a collaborative relationship without compromising ideals".

Currently, Kaiyodo is collaborating with multiple manufacturers to develop a variety of food toys and capsule toys. The fundamental stance of "providing what you love with the highest quality" remains unchanged for all products.

Even after more than 20 years since the Choco Egg boom, Kaiyodo's food toys continue to enjoy strong popularity. This proves that the decision made in 2002 to choose long-term trust over short-term profit was the right one.

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Shinobu Matsumura's Animal Sculpting Techniques｜The Secret of Museum-Level Precision

When discussing the success of Choco Eggs, Shinobu Matsumura's animal sculpting techniques are indispensable. Her works are not just "cute animal figures"; they possess the value of being scientifically accurate three-dimensional specimens.

Matsumura's sculpting philosophy is based on thorough observation and research. By observing museum specimens, recording the movements of live animals at zoos, and studying anatomical literature—these diligent efforts have breathed life into figures just a few centimeters tall.

Her technical skills are recognized internationally, providing reference materials to the CG production team of the Hollywood film "Jurassic Park" and receiving exhibition requests from the American Museum of Natural History. Choco Eggs were a miraculous product that offered this world-class technology for 200 yen.

Commitment to Biological Accuracy

What is most characteristic of Shinobu Matsumura's sculptures is her thorough commitment to biological accuracy. The skeletons of animals, the way muscles are attached, the flow of fur, and even the wrinkles of the skin are all reproduced based on the actual structure of the animals.

This accuracy is highly regarded by experts. Biologists and paleontologists use Matsumura's figures as teaching materials, making them a rare existence that is both a figure and a valid academic resource.

The animals in Choco Eggs were also created with this standard. Just because they are children's products, they do not escape into deformation or cuteness; instead, they express the beauty and strength of real animals—this uncompromising attitude is why they captivated adult collectors.

Jurassic Park and the American Museum of Natural History

What solidified Shinobu Matsumura's international reputation was her involvement in the 1993 film "Jurassic Park". The ILM (Industrial Light & Magic) CG team used Matsumura's dinosaur figures as reference materials to realistically recreate the movements of dinosaurs.

Additionally, the American Museum of Natural History adopted Matsumura's dinosaur figures as exhibits. This is proof that the figures were recognized not just as toys, but as sculptural objects with scientific value.

Such achievements have also been inherited by the animal figures of Choco Eggs. Matsumura's "Japanese Animal Collection" has museum-level precision while being accessible to everyone for 200 yen—this was the revolutionary aspect of Choco Eggs.

Culmination in the Japanese Animal Collection

The first series of Choco Eggs, "Japanese Animal Collection," was the culmination of Shinobu Matsumura's animal sculpting techniques. The observation skills, sculpting techniques, and love for animals cultivated over many years have culminated in a lineup of 24 types + 2 secret types.

The richness of expression in the Japanese macaque, the delicacy of the fox's fur, the strength of the wild boar—each animal's individuality is beautifully condensed into just a few centimeters in size.

This collection can be said to be a remarkable achievement in figure history for achieving museum-level precision at a price of 200 yen. Without Shinobu Matsumura's skills and passion, the Choco Egg boom would not have occurred.

Conclusion｜How Choco Eggs Changed Japanese Figure Culture

From 1999 to 2002, Choco Eggs fundamentally transformed Japanese figure culture. By offering Kaiyodo's high sculpting technology at a price of 200 yen, figures evolved from a niche hobby for enthusiasts into a popular culture that everyone could enjoy.

The astonishing sales figure of 130 million units has transcended mere commercial success, holding significance as a social phenomenon. The term "figure" became commonplace, and the culture of collection took root in Japanese society, thanks to the achievements of Choco Egg.

However, behind this success lies the bitter reality of the clash between Kaiyodo and Furuta Confectionery's philosophies. The split in 2002 was a result of Kaiyodo's philosophy of "mastering what you love" being prioritized over short-term profits. This decision came with pain but led to the preservation of Kaiyodo's brand value and independence.

After Choco Egg, Kaiyodo continued to expand into Choco Q with Takara and Capsule Q Museum, remaining at the forefront of figure culture even today. The market for "high-quality and affordable figures" established by Choco Egg has now become the standard for the entire figure industry.

More than 20 years have passed since the Choco Egg boom, and the capsule toys and food figures that we enjoy as a matter of course are all built upon the revolution of those three years. For those who wish to learn more about the history of Kaiyodo, please check out the Complete Guide to the History of Kaiyodo | From its founding in 1964 to the birth of Revoltech, a 60-year trajectory that changed Japanese figure culture.

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The History of Kaiyodo | From Its Founding in 1964 to a Global Figure Brand