Japan’s Gacha Meets the World’s Largest Content Market 1 of 3
Key Takeaways:
Mitsubishi, Sega, and Tomy are piloting a six-month “Gacha & Catch” store in Los Angeles to test U.S. demand for crane games and capsule toys before considering a rollout of several hundred locations from fiscal 2026.
The format sidesteps traditional fixed-price overseas licensing, enabling Japanese IP holders to retain greater revenue through operator-controlled merchandising rather than relying on U.S. retailers and streamers.
Stadiums in Japan can adapt this model by embedding controlled, high-margin IP retail zones that activate fan engagement on both event and non-event days, strengthening district economics and cultural relevance.
Article Summary
Japanese toy pop-up store backed by Sega, Tomy comes to Los Angeles (Nikkei Asia, November 20, 2025)
Mitsubishi Corp., Sega, and Tomy will open a “Gacha & Catch” store in the Los Angeles area featuring crane games and capsule toy machines. The shop will operate for six months as a market test, after which the partners may expand to several hundred U.S. stores from fiscal 2026. Sega brings operational expertise in crane games and merchandising stores, while Sonic’s strong U.S. popularity supports cross-cultural uptake. Tomy contributes capsule toy capabilities and is already deploying machines in malls and theaters via Genda. With the U.S. content market several times larger than Japan’s, the partners see upside in formats that allow flexible licensing and higher revenue capture.
A Measured Entry Strategy in a High-Value Market
The partners deliberately structured Gacha & Catch as a contained six-month pilot in the Los Angeles area, using the world’s largest content market as a proving ground. This approach reduces commercial risk while producing operational data across footfall, spend behavior, and product resonance.
Strategic advantages highlighted by the trial structure:
Allows rapid iteration on price points, machine mix, and inventory.
Generates evidence for scaling into a market worth 84 trillion yen.
Tests the cultural portability of Japanese play-based retail formats.
For Japan’s stadium ecosystem, this mirrors the logic of launching trial zones inside venues or attached districts before programming long-term capital commitments.
Moving Beyond Fixed Licensing Toward Venue-Led Monetization
The article notes that Japanese content exported to the U.S. is often licensed at fixed prices, leaving most upside with American distributors and retailers once merchandise sells. Crane games and capsule toys invert that dynamic. They enable Japanese companies to control placement, pricing, and replenishment while capturing a greater share of revenue.
This matters for stadiums because:
Machines fit naturally into concourses, plazas, and waiting areas.
Operators can theme machines around sports teams, anime IP, and seasonal events.
Revenue becomes recurring, low-friction, and scalable without major staff increases.
The result is a monetization channel that aligns with how stadiums already manage hospitality and fan experience while reinforcing Japan’s cultural exports inside a controlled environment.
Sega and Tomy as Anchors for Experience-Led Retail
The article points to the differentiated strengths each partner brings to the pilot. Their combined operational footprint gives the format credibility and transferability.
Partner capabilities referenced in the article:
Sega: Crane game expertise, official stores in Shanghai and Tokyo, and a successful Los Angeles pop-up. Sonic’s high U.S. popularity adds brand gravity.
Tomy: Capsule machine depth, North American deployment through Genda, and evergreen brands such as Beyblade.
Together, these brands turn retail into entertainment. Machines act as micro-experiences that reward repeat attempts and build emotional attachment to IP. That interplay between play and merchandise is exactly the type of high-touch engagement stadiums can leverage to enrich dwell time and extend visitor spend.
Our Perspective: Stadiums as Programmable Gateways for Japanese IP
Japan Stadium Partners reads the Gacha & Catch initiative as a broader shift in how Japanese companies seek to monetize cultural assets globally. Instead of relying on external retailers, they are building operational platforms where IP is activated through direct engagement.
For stadiums and mixed-use districts in Japan, the relevance is immediate. Embedded crane games and capsule toy zones can create recurring, high-margin touchpoints and showcase Japanese to both domestic and international visitors.
In Part 2, we will build on these foundations and outline how Japanese venues can structure, price, and operate these formats to unlock sustained value.
(All images in this post are licensed stock images used for illustrative purposes only. Viewer discretion is appreciated.)
