About Shine

We, Shine Co., Ltd., are not just manufacturers of things.
We are a company that constantly creates new things and is active without being bound by preconceived ideas in a consistent flow of planning, development, production technology, and manufacturing.
We are aiming to develop a wide range of businesses based on the toy know-how and mechatronics product technology that we have cultivated so far in a world different from the world of toys and amusement machines.
Each and every staff member is passionate about their daily work based on the “Management Philosophy” and “Action Guidelines (slogan)”.

Management Philosophy

Wen old
wisdom new
Thoroughly research the past experiences, knowledge, and benefits received from all Shine, and find new work approaches, in-house organizations, knowledge, and reason that match the current era.
Continuation is power
Aiming to be No. 1 in the industry by demonstrating the know-how of planning, development, technology, and production technology cultivated over many years in the toy industry. In addition, we plan to enter other industries based on this know-how. Individual employees will continue to be in charge and aim to become No. 1 in the industry by deepening.

Behavioral guidelines

Speed up
We will promptly respond to customer requests in all operations such as planning, development, and production.
Change Now
The world is moving violently. For this reason, customer needs are constantly changing.
We will flexibly respond to these changing needs.

Business structure

Company Profile

company name
Shine Co., Ltd.
Headquarters location
5F Tokyodaiwakasei Bldg. 2-6-10 Nihonbashi-bakurocho Chuo-ku, Tokyo, JAPAN


June 1, 1990
30 million yen
Chief Executive Officer — Masamichi Suzuki
(Alphabetical order)
Bank of Tokyo-Mitsubishi UFJ
Mizuho Bank
Resona Bank
Sumitomo Mitsui Banking Corporation
The Chiba Kogyo Bank, Ltd.
The Seibu Shinkin Bank
Main business
Planning and development of amusement equipment, toys, and miscellaneous goods centered on mechatronics technology
Overseas production, inspection, delivery business. Manufacture and sale of original products.
Major domestic and overseas toy makers
Subcontract factory
Hong Kong China 15 companies


  • June 1, 1990Established Shine Co., Ltd. in Ayase, Adachi-ku
  • January 12, 1999Started operation as a toy planning, development and production company in Yanagibashi, Taito-ku
  • June 1, 1999Started production of OEM products of several major toy makers in China
  • September 1, 2001Moved to Yanagibashi Taito-ku
  • July 1, 2002Started production of related products of major game equipment manufacturers in China and entered the game equipment market
  • June 1, 2007Increased capital to 30 million yen
  • November 7, 2016Moved to Higashinihonbashi Chuo-ku
  • May 18, 2020Masamichi Suzuki becomes Chief Executive Officer
  • July 20, 2021Moved to Tomioka Koto-ku
  • February 27, 2023Moved to Nihonbashi-bakurocho Chuo-ku
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