Marusan Shōten
Japan's first plastic model maker and pioneer of PVC kaiju toys.
Marusan Shōten, based in Taitō, Tokyo, was a Japanese toy and model maker. It holds the distinction of being the country’s first producer of plastic model kits and became well known in the 1960s for its PVC kaiju (monster) figures.
The company was founded in 1947 by three relatives—Haruyasu Ishida, his brother Minoru, and their brother-in-law Yasuo Arai—initially dealing in tin and optical toys. It was formally incorporated in 1950, with a logo featuring the word "SAN" inside a circle (since "maru" means circle in Japanese). Starting as a wholesaler, Marusan soon began designing its own products, including celluloid dolls and tin toys. A major success came in 1953 with the elaborate tin toy "1951 Cadillac," which sold well in the United States. The following year, it released a tin submarine series and a vinyl "Mammy doll"; the submarine could run underwater for over ten meters using a friction motor.
In 1958, Marusan produced its first plastic model kit, a copy of Revell’s USS Nautilus submarine, which is considered the first domestic plastic model kit in Japan. The next year, it began sponsoring a Japanese TV program to promote plastic models and trademarked its kit line in 1959. A partnership with Revell in 1960 allowed Marusan to sell many Revell kits in Japan. The company introduced its "Ultra-kaiju" PVC figures in 1966, which became hugely popular with children. In 1967, it changed its name to Maruzan Co., Ltd., with a new logo—"san" (not "zan") inside a red circle—hoping for growth, but unexpectedly went bankrupt in 1968.
After the bankruptcy, three companies emerged. In 1969, Minoru Ishida revived the business as Marusan Co., Ltd., using a logo with "SAN" and a white band in a red circle. That same year, his nephew Koutaro Ishida, along with former employees Saburo Ishizuki and Yutaka Shibata, founded Bullmark, which produced PVC monster toys and monster-themed plastic models. Other ex-employees started Fuji Hobby, which took over military plastic model production. The revived Marusan remained active in PVC toys, creating its own original monster series in 1970 and releasing Ultraman Ace mini toys in 1972. In plastic models, it issued small-scale kits like 1:100 Japanese fighters in the early 1970s. By the mid-1970s, Marusan shifted primarily to OEM work, producing toys and parts for other companies, and stopped making original-brand items.
Quick Facts
- Former Names
- Marusan Shōten
- Industry
- Entertainment
- Predecessor
- <!-- or
- Founder
- Haruyasu Ishida / Minoru Ishida / Yasuo Arai
- Hq Location City
- Taitō
- Hq Location Country
- Japan
- Products
- Plastic scale model aircraft, ships, figurines, action figures
Facts from the source article.
Lore & Background
Marusan was founded in 1947 by three relatives: Haruyasu Ishida, his brother Minoru Ishida, and brother-in-law Yasuo Arai. The company initially sold tin toys and optical toys, later designing and producing its own celluloid dolls and tin toys. In 1953, the elaborate tin toy '1951 Cadillac' was a huge success in the US market. The following year, they launched a tin toy SSN submarine series and a vinyl 'Mammy doll'; the submarine could run underwater over 10 meters by friction motor.
In 1958, Marusan released their first plastic model kit, based on the submarine USS Nautilus, recognized as the first Japanese domestic plastic model kit, though it was actually a copy of Revell's product. They began sponsoring a Japanese TV program in 1959 to promote plastic model kits and registered their plastic model kit trademark that same year. In 1960, Marusan tied up with Revell and sold many Revell plastic models in Japan. In 1966, they introduced 'Ultra-kaiju' PVC figures, which were very successful.
In 1967, Marusan changed its name to Maruzan Co., Ltd., with a new logo of 'san' in a red circle, but unexpectedly went bankrupt in 1968. After bankruptcy, three companies were established: Marusan Co., Ltd. (rebuilt by Minoru Ishida in 1969), Bullmark (founded by Koutaro Ishida and two ex-employees), and Fuji Hobby (by other ex-employees). The newborn Marusan continued producing PVC toys and plastic models into the 1970s, eventually moving primarily into OEM business by the mid-1970s. Under a nostalgia boom, Marusan reproduced their original PVC monster series in 1997 and continues production of old-style toys under their own brand.
Reader's Guide
Marusan's significance lies in its role as the first Japanese plastic model manufacturer, launching the domestic plastic model industry in 1958 with a copy of Revell's USS Nautilus kit. This pioneering move, combined with their 1960 tie-up with Revell, helped establish plastic modeling as a hobby in Japan. Their 1966 introduction of PVC 'Ultra-kaiju' figures tapped into the popular monster craze and proved highly successful, influencing the character toy market. The company's tin toys, such as the 1953 Cadillac and the friction-powered submarine, achieved international success, particularly in the US. Marusan's legacy extends through the companies formed after its 1968 bankruptcy: Bullmark continued PVC monster toys, Fuji Hobby took over military plastic model production, and the rebuilt Marusan persisted in OEM work and later nostalgia-driven reissues. Their molds were acquired and reissued by several other companies, including US firms UPC and Eldon Industries, spreading their influence globally. Marusan's product lines spanned scales from 1:100 aircraft to 1:400 battleships, and included licensed figures from Godzilla, Ultraman, and other series, cementing their place in both modeling and toy history.
Did You Know?
- Marusan changed its name to Maruzan Co., Ltd. in 1967 but went bankrupt the following year.
- After bankruptcy, ex-employees founded Bullmark and Fuji Hobby, continuing Marusan's legacy.
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