Remembering Epoch Company President & CEO Michihiro Maeda

September 5, 2025 | The Toy Association™ and its members mourn the passing of Michihiro Maeda, president & CEO of Epoch Company and chairman of the Japan Toy Association. He passed away on Monday, September 1 at the age of 67.

Maeda joined Epoch in 1989 and became president in 1995, taking over the company founded by his father in 1957. Over the past three decades, he grew Epoch into a global business with products sold in more than 80 countries. His leadership brought to life some of the company’s most enduring brands, including Sylvanian Families (Calico Critters in North America), Aquabeads, and a wide range of children’s games such as the Super Mario line.

Beyond his role at Epoch, Maeda contributed significantly to the wider toy industry. He served as a permanent councilor of the Japan Toy Association beginning in 1994, later as vice chairman, and most recently as chairman from 2021 until his passing. During his tenure, he played a key role in restarting the Tokyo Toy Show after the COVID-19 pandemic and working with government partners on toy safety regulations.