Key ideas jump from the user perspective

ToshikazuTakahiko is an absolute idea-generating machine. He doesn't just churn out ideas, his concepts are accompanied by a narrative plan-a story-that goes hand in hand with the product. It's beyond just "I want to make a really good yo-yo," he envisions how to stimulate our imagination and pioneer an evolution in toys, especially skill-based toys.

TakahikoAfter building up a relationship over several years, the three companies joined forces in 2017 in a closely combined effort to develop a series of fidget spinners. Each product was a big hit, garnering public attention that helped fuel the fidget spinner boom, and providing the momentum needed to expand the project. I advised the team on how internet circles were competing to see who could get the record for the longest spin. Our first prototypes could only spin for around two minutes, but despite our failures we refused to give up, and ultimately created the Saturn Spinner, capable of spinning longer than 14 minutes. We refused to compromise every step of the way as we were striving to make the best of the best.

KenichiTakahiko really understands the product from the consumer's perspective, so we work from his ideas and refinements and build them into the product. Until joining this project, Mitsumi Factory had really only worked in a B2B capacity. It has been a real adventure to create something directly for the end user. Seeing the end user's reaction and getting feedback in person made our efforts all the more worthwhile. It gives a sense of meaning to our work.

The 66% brand

TakahikoWhen we were developing our first yo-yo, trial and error was central to the process. We ran through our ideas, found what worked, and repeatedly refined the product. NSK Micro and Mitsumi Factory have a highly agile attitude toward product development, and abstract concepts were frequently transformed into functional prototypes. Your typical yo-yo has a diameter of 55 mm, but Mitsumi Factory pulled up its sleeves, made the most of its technology, and managed to produce a 38 mm yo-yo body that met our requirements. Combining the body with NSK Micro's precision bearing resulted in a yo-yo that is easy to use, compact, and spins super smooth-all at a never before seen level. With our newly developed product in hand, we established the yo-yo brand "66%," a lineup of mini yo-yo's with all components made in Japan. I'm exceedingly grateful for the support and companionship from both companies as we worked to create something new.

ToshikazuYo-yos often spin at about 10,000 rotations per minute, and are swung around vertically, horizontally, and diagonally, meaning the bearing bears loads from many directions. These conditions are highly challenging, and it's common for conventional yo-yo bearings to break within a week of use. Until we took on this project we couldn't fathom how demanding yo-yo play, especially at the competitive level, could be on bearings. But we refused to give up, and redoubled our efforts to create a bearing that could last longer at high level play. We didn't stop after achieving our goal, and went on to use the technology and know-how for bearings used in other fields. All-in-all we are really happy to have pursued this project, which was beyond the scope of our typical activities.