The return of Tamiya

Although the race proper started at 12:30 p.m., many father-and-son racers were already assembling and testing their Tamiya four-wheel drive units as soon as SM North EDSA opened its doors at 10 a.m. yesterday.

The regular Sunday races dubbed the "Panasonic SM Mall Tour" are held at a designated SM mall (which changes every week), where weekly prizes include cellular phones. A grand prize of P1.5 million will be given away sometime next month.

"These races are wholesome opportunities for parents to bond with their children," said Sherwin Abuel, officer in charge for product and events licensing of Creative Products Corp., the local licensee of Hong Kong-based Animation International and Japan-based TOEI.

Creative Products has set a sales target this year of 20 million units, the number of units it sold in 1989 when the Tamiya four-wheel cars were the craze.

"We have learned from our mistakes. Before, we were not able to inculcate a deeper consciousness of this interactive bonding anime game for families," said Abuel, who has set a self-imposed sales target of 50 million pieces for 2004. "As a result, we were easily undercut by similar but cheaper products."

Today, the product is backed by an anime TV show called "Let’s and Go Tamiya", which airs early Sunday morning and the Sunday race.

"The anime revolves around Jet and Joey Seiba. When it was first launched, the anime featured the two mechanics assembling and operating the car. Now, the show features the car participating in popular races all over the world," said Abuel.

Commitment

Among the country’s top 1,500 companies, Creative Products Corp. is the Philippine licensing agent and marketing office of Japanese anime such as "DragonBall Z" and Chinese novellas like "Amazing Twins" and "Secretly in Love."

"Tamiya is here for good. As long as there are kids, there will always be anime," said Abuel, who is currently negotiating licensing agreements with Sterling Paper to use Tamiya in its paper and school supplies as well as with manufacturers of apparel, slippers, and other products.

"To protect the brand, we have also been pushing awareness of the two-star logo which is stamped on all Tamiya car parts. For example, we inspect all entries in our Sunday races to make sure that all car parts used are original," said Abuel.