Sega Fave

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Sega Fave Corporation

Native name	株式会社セガ フェイブ
Romanized name	Kabushiki gaisha Sega Feibu
Formerly	Sega-Yonezawa (1991–1998) Sega Toys (1998–2024)
Company type	Subsidiary
Industry	Toys Arcade games
Predecessor	Yonezawa Toys
Founded	February 1991; 33 years ago (1991-02)
Headquarters	Shinagawa, Tokyo, Japan
Area served	Worldwide
Key people	Yukio Sugino [jp] (president, Representative Director) Taketo Oshima (Executive Vice President, Director of the Board) Naoko Miyazaki (Executive Vice President, Director of the Board)
Products	Arcade games Arcade systems Toys
Revenue	¥100 million
Number of employees	859[1]
Parent	Sega
Divisions	Sega Fave AM1
Subsidiaries	Dartslive Sega Logistics Services Sega Toys (HK) Co., Ltd.
Website	segafave.co.jp

Sega Fave Corporation^[a], previously known as Sega Toys Co., Ltd. until 2024,^[2] is a Japanese toy and arcade company which is a wholly owned subsidiary of Sega Sammy Holdings.^[3] The company was founded when Yonezawa Toys, Japan's largest post-war toy manufacturer, was absorbed into Sega in 1991 as Sega-Yonezawa.

Sega Toys have created toys for children's franchises such as Oshare Majo: Love and Berry, Mushiking: King of the Beetles, Lilpri, Bakugan, Jewelpet, Rilu Rilu Fairilu, Dinosaur King, and Hero Bank. Products by Sega Toys released in the West include the Homestar and the iDog. Sega Toys also inherited the Sega Pico handheld system and produced software for the console.^[4]

As part of a restructuring in 2024, Sega Toys took over Sega's amusement machine business (including development and sales of arcade games) and renamed to its current name, Sega Fave.^[5] This was the first time since Sega Interactive in 2015, that Sega's amusement machine businesses was represented by a separate company.

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