Sega Fave: History and Key Facts

Sega Fave Corporation, previously known as Sega Toys Co., Ltd. until 2024, is a Japanese toy and arcade company which is a wholly owned subsidiary of Sega Sammy Holdings. The company was founded when Yonezawa Toys, Japan's largest post-war toy manufacturer, was absorbed into Sega in 1991 as Sega-Yonezawa.

Sega Toys have created toys for children's franchises such as Oshare Majo: Love and Berry, Mushiking: King of the Beetles, Lilpri, Bakugan, Jewelpet, Rilu Rilu Fairilu, Dinosaur King, and Hero Bank. Products by Sega Toys released in the West include the Homestar and the iDog. Sega Toys also inherited the Sega Pico edutainment system and produced software for the console.

As part of a restructuring plan in 2024, Sega Toys took over Sega's amusement machine business (including development and sales of arcade games) and renamed to its current name, Sega Fave. This was the first time since Sega Interactive in 2015, that Sega's amusement machine businesses was represented by a separate company.

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