Maker directory

Sega Fave

Japan

A Japanese toy, prize-figure, and amusement-machine company that is the corporate successor to Sega Toys Co., Ltd. — originally founded in 1991 as Sega-Yonezawa when Sega absorbed the postwar Tokyo toy manufacturer Yonezawa Toys, renamed Sega Toys in April 1998 (Yonezawa branding dropped), and renamed again to Sega Fave Corporation in April 2024 after absorbing Sega's Amusement Machine business. Wholly-owned subsidiary of Sega Sammy Holdings. Yukio Sugino is Representative Director and President. Now ships the PM (Premium Figure), SPM (Super Premium), LPM (Limited Premium), and Chokonose Premium Figure prize-figure lines previously attributed to Sega, plus the broader Sega Toys catalog of children's toys, amusement-tier merchandise, and arcade prize products.