Toy’sHeart (Japanese: トイズハート; often rendered in Chinese as 对子哈特) is a Japanese adult-wellness and intimate-products brand operated by TH Inc. (TH株式会社). The brand is particularly known for its male masturbators/onahole products, while its broader portfolio includes other adult toys, lubricants, and related intimate products. Its official Japanese website identifies TH Inc. as the copyright holder and presents Toy’sHeart as an adult-products brand. 1

Basic information

The company’s current recruitment information lists TH株式会社, located at 394 Nishi-cho, Soka, Saitama, with a 1983 corporate establishment date.

Toy’sHeart’s corporate history and brand history are distinct entities.

TH株式会社 was established in 1983, while the Toy’sHeart brand dates from 1999. Contemporary brand-history material describes 1999 as the year in which the company registered the Toy’sHeart brand and introduced its first independently designed product.

The late 1990s were significant because Japan’s adult-product market was still relatively conservative, and Toy’sHeart positioned itself around original product planning rather than simply importing or reproducing overseas designs. According to published brand information, the company subsequently expanded its product-planning and design capabilities and increasingly emphasized Japanese manufacturing.

Major milestones

• 1983 — TH株式会社 established in Japan.
• 1999 — Toy’sHeart brand established; the company began selling independently designed adult products.
• 2005 — The company began shifting important male-oriented products toward Japanese manufacturing; its “17” series is cited as an early Japanese-made product line.
• 2007 — Brand expansion into markets including Hong Kong, Taiwan, Singapore and Europe.
• 2008 — Expansion into the United States.
• 2009 — Toy’sHeart launched the original R-20 and exhibited at VENUS 2009 in Berlin.
• 2010 — Further expansion into Canada and Australia.
• 2014 — A second-generation R-20 was introduced after a five-year interval, according to secondary brand-history material.

The brand has continued to maintain an international presence; its current official website provides Japanese, English, Korean, Simplified Chinese and Traditional Chinese interfaces.

Although Toy’sHeart is strongly associated with male masturbators, it is broader than a single-product-category manufacturer.

Its current official catalog includes categories and products covering:

• Male masturbators/onaholes
• Vibrators and massagers
• Other intimate/adult toys
• Lubricants and related intimate-care products
• Various novelty and character-oriented products

The official catalog, for example, maintains a dedicated masturbator section and individual product pages under the Toy’sHeart brand.

A Canadian trademark publication for TH Inc. also shows the breadth of the company’s claimed product categories, including personal lubricants, condoms, dildos, vibrators, sex toys and other intimate products.

The R-20 is probably the single product family most closely associated with Toy’sHeart.

The original R-20 was introduced in 2009, and the product subsequently became one of the brand’s signature lines. Secondary Japanese-market and Chinese-language sources describe it as having achieved unusually strong sales for its category, helping establish Toy’sHeart’s reputation outside Japan. 3

The importance of R-20 to the brand is somewhat comparable to how a flagship product can become synonymous with an electronics or fashion brand: consumers may recognize the R-20 name even when they are less familiar with Toy’sHeart’s broader catalog.

One of the recurring themes in Toy’sHeart’s brand history is the move toward Japanese manufacturing and in-house product development.

According to published company/brand information, Toy’sHeart invested in dedicated planning and design personnel rather than relying primarily on copying existing products. Its stated approach involves development from initial planning through design and quality inspection.

This helps explain the brand’s positioning in the Japanese adult-products market: Toy’sHeart is not simply a retailer or distributor but presents itself as a product developer and manufacturer.

Current corporate information likewise describes TH株式会社’s business as including the planning, production and wholesale of original/fancy goods, alongside operation of its original Toy’sHeart brand.

Toy’sHeart has developed beyond its original Japanese market. Its documented expansion includes:

• East Asia — Hong Kong, Taiwan and South Korea
• Southeast Asia — including Singapore
• Europe
• United States
• Canada
• Australia

The brand’s current multilingual website is further evidence of its international orientation.

Toy’sHeart also has trademark activity outside Japan. For example, a Singapore trademark publication lists TOY’S HEART INC. in connection with adult products and sexual-wellness-related goods. 3

Toy’sHeart’s identity is somewhat different from newer sexual-wellness brands that emphasize minimalist packaging and medical/wellness aesthetics.

Historically, Toy’sHeart has tended toward playful, novelty-oriented and highly imaginative product concepts, while still emphasizing product engineering and Japanese manufacturing. Its catalog contains a mixture of conventional intimate products and more characterful or fantasy-oriented designs.

This is one reason the brand has a particularly strong association with Japan’s adult novelty-product and otaku/pop-culture ecosystem, rather than being positioned exclusively as a luxury sexual-wellness company.

The brand is operated by TH株式会社 (TH Inc.). Current company information gives its address as:

394 Nishi-cho, Soka City, Saitama 340-0035, Japan.

The same source lists Makoto Oda (小田 誠) as representative director and describes the company as having approximately 50 employees including part-time staff.

There is also evidence of continued international trademark activity under TH Inc., including filings covering intimate products and related goods.

Toy’sHeart’s strongest historical reputation is in Japanese-made male masturbators, particularly among consumers looking for products with distinctive internal designs and a strong novelty element.

Its longevity is notable: the company dates to 1983, while the Toy’sHeart brand itself has been active since 1999, giving the brand more than two decades of history.

The brand is therefore best understood as a long-running Japanese adult-products manufacturer, rather than a recent sex-tech startup.

1. トイズハート｜オリジナルアダルトグッズ、ファンシーグッズ等
2. Toy’s Heart｜Adult goods
3. 〖日本品牌：Toy’s Heart的介紹與推薦〗中文名字是對子哈特！來看看熱門的飛機杯系列與值得考慮的商品