From Japan to the UK: How We Helped 1curiosity Speak to a New Audience

Expanding into new markets is a milestone many brands aspire to, but it’s rarely without challenges. When People, a long-standing Japanese toy company, sought to launch their newest line of toddler toys in the UK, they faced a challenge: introducing and localising a brand-new product to a market where their brand is virtually unknown. 

At TAMLO, we specialise in navigating such challenges. Through strategy and a deep understanding of cross-cultural communication, we worked with People to help the 1curiosity range resonate with UK parents. 

Who Are People, and What Is 1curiosity? 

People have been a trusted name in the Japanese toy industry for over four decades. Their mission to ‘create moments that spark children’s curiosity’ shines through in their 1curiosity product line.

The team conducted extensive research spanning three years, 19 countries, and 75 parent-child pairs. Through in-depth observation, they discovered something striking: 1-year-olds around the world are drawn to the same kinds of everyday objects like bottles, trays, lids, and cups. These universal behaviours became the foundation for 1curiosity, a toy line that mirrors how real toddlers explore their world.

However, even with their strong foundation, entering the UK market posed new challenges for the People team.

The Challenge 

Launching in the UK required more than simply translating product names and marketing copy. It demanded a nuanced approach to adjust tone, messaging, and branding, all while retaining the core identity of 1curiosity.

The main hurdles included:

• Cultural Differences 

The product names and storytelling were heavily embedded in Japanese culture, which wouldn’t instantly resonate with UK parents. This required a tailored approach to align with consumer expectations in the UK. 

• Building Brand Awareness 

With no existing brand presence in the UK, People needed to build trust from scratch while communicating the unique value of their toys. 

• Consistency Across Channels 

From product packaging to digital presence, every touchpoint needed to align with the brand’s tone and values while also adapting to the local market. 

This was a strategic exercise in localisation and branding, not just translation. 

Our Approach 

At TAMLO, we believe that successful brand expansion requires storytelling that bridges cultures. Our approach to helping 1curiosity make its mark in the UK centred on clarity, consistency, and cultural insight. 

Product Renaming and Localisation

The first task was to reimagine the product names in a way that UK parents could instantly connect with:

• Fumu Fumu (フムフム) became Lantern
  • Fumu fumu conveys thoughtful understanding, like 'Hmmm, I see’. The name is inspired by the way children peek inside with curiosity. 
  • In English, we named it Lantern to emphasise the toy's whimsical shape that invites lightbulb 'aha!' moments of discovery.
• Mogi Mogi was renamed Nook
  • Mogi mogi stems from the verb mogu (もぐ）which means to pick or pull off. The toy encourages children to pick up and pull out shapes from the tray.
  • We chose to name it Nook for the UK market as it suggests a cosy, inviting space for exploration, where items can be tucked in and pulled out. It feels soft and friendly, just like the toy.
• Kara Kuru transformed into Carousel
  • In Japanese, ‘kara kara’ refers to a light clattering sound, while ‘kuru kuru’ refers to something is spinning in circles.
  • The English name Carousel encapsulates the playful spinning motion while invoking a sense of whimsy. It is also a nod to the carousel of curious moments that occur when children play with the toy.

Reworking Packaging and Messaging 

Next, we overhauled all product packaging, website copy, and customer-facing messaging. We prioritised:

• Simplicity and clarity, ensuring every element communicated the benefits of 1curiosity toys at a glance. 
• A light, encouraging tone that mirrored People’s brand voice while feeling natural in English. 

Building a Digital Presence 

A compelling digital strategy was critical for reaching modern UK families. We launched 1curiosity’s UK Instagram strategy and built their LinkedIn presence from scratch. 

• On Instagram, the focus was on the 1curiosity brand specifically. We prioritised community-building and explored themes like toddler development and universal curiosity. 
• For LinkedIn, the focus was on People, covering not just 1curiosity but their other toys as well. We worked to position the brand amongst industry leaders, showcasing their research-driven and child-centric approach to toy creation. 

What Made It Work 

The success of 1curiosity’s UK launch can be attributed to three key factors:

Cultural Understanding/Localisation

Our team’s expertise in both Japanese and UK cultures, paired with our knowledge of parenting and retail trends, helped shape a strategy that appealed to parents without losing the essence of the 1curiosity brand. 

Parent-Led Insight 

Two key members of the TAMLO team, including the lead copywriter for this project, were parents to children who fit into 1curiosity’s target demographic. This rare alignment gave them firsthand insight into the needs and preferences of UK parents. It allowed us to craft messaging that felt both strategic and deeply authentic. 

Collaboration with the People Team 

Throughout the process, we worked closely with the People team to ensure every decision aligned with their vision. From the initial renaming of the products to the final social posts, the partnership was built on mutual respect and shared goals. 

The Key to Cross-Cultural Success 

Global storytelling is about translating ideas and ideals in a way that reverberates in the target market. The success of 1curiosity’s UK launch shows the power of adapting a brand’s voice for a new audience while preserving everything that makes it special. 

At TAMLO, we specialise in helping brands like People take their messaging across borders with precision and purpose. 

Want help taking your brand across borders without losing your voice? Let's talk.