Torana

Torana, Inc. (株式会社トラーナ) is a Japanese company that plans and operates Toysub! (トイサブ！), a flat-monthly-fee subscription and rental service for infant and toddler toys. Under the service, age- and development-appropriate toys and educational (知育) toys are shipped to households periodically and exchanged for new selections as the child grows. The company was established on 2015-03-06 and is headquartered in Universe Chiba Building, 20-16 Tsurusawa-cho, Chuo-ku, Chiba City, Chiba Prefecture, with stated capital of 10 million yen. Katsuki Takegawa is listed as representative on the company profile page, while corporate notices in 2025 were issued under representative director Norimichi Shida, who is also identified as the founder.

Beyond the consumer subscription, Torana has extended Toysub! into business-facing offerings: a corporate kids-space plan for apartment buildings and similar facilities (renewed March 2025), a "direct-sales sandbox" service launched in February 2025 to help companies test new businesses, product development and marketing, and a marketing support business aimed at child-rearing households released in October 2025. The company also runs research and partnership activity, including a joint study with Keio University on educational toys and child development begun in July 2023 with results reported in November 2024, and collaboration with Kumon Publishing.

Corporate positioning is framed around the vision "increase happy parent-child time" and a mission of "connecting toys and parents and children," with a stated goal of becoming the world's leading toy-service operator. The company also publishes SDG-related activity tied to the reuse and circulation model inherent in toy rental.

Founding story

The founder, Norimichi Shida, describes the origin of Toysub! as a sense of dissonance felt while shopping for toys for his own child: although he and society had changed over the preceding 30 years, toy retail floors had barely changed, prompting a desire to show children content different from what he had grown up with. He frames the longer-term ambition as moving beyond distribution to defining and creating toys around user evaluation rather than legacy children's TV programs and characters.

Business model

Torana sells a recurring flat-rate subscription under which customers pay a fixed monthly fee to receive a set of age-matched toys that are periodically returned and exchanged, making the same physical toy inventory reusable across multiple households. The company has added business-to-business lines, including kids-space plans for apartment buildings and other corporate facilities, a paid sandbox service for companies testing products and marketing, and marketing support services targeting child-rearing households.

Recurring monthly subscription fees from households using Toysub!, supplemented by corporate plans (kids spaces for apartments and other facilities) and B2B services such as the direct-sales sandbox and marketing support for reaching child-rearing households.

Traction

Company communications cite a first-place ranking for Toysub! as the initial brand used by toy-subscription customers (June 2026) and inclusion at 61st place in the Financial Times High-Growth Companies Asia-Pacific 2023 ranking. Registered capital is 10 million yen.

Latest developments

The rehabilitation plan was approved by creditors and the Tokyo District Court on 2025-12-03/04. On 2026-01-15 Torana announced execution of the capital reduction and increase under the plan and the launch of a new management structure, and on 2026-03-26 it reported the court decision concluding the civil rehabilitation proceedings. In October 2025 it released a marketing support business for child-rearing households, and in June 2026 it published data ranking Toysub! first among toy-subscription users' first-used brands.