TOYOTA HOME with Aprica: Launch Event for "Smilism" – A Home Born from Baby Science
Toyota Home and Aprica Children's Products held a launch event for "TOYOTA HOME with Aprica: Smilism – A Home Born from Baby Science" on August 22 at Ebisu Garden Place in Tokyo. President Tadashi Yamashina of Toyota Home and President Hidehiro Maeda of Aprica Children's Products gave opening remarks, highlighting this first collaboration between the two companies. Talent and mother of one, Miki Fujimoto, also participated in a talk discussion themed around childcare and housing.
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At the outset, President Yamashina announced the pursuit of "homes comfortable for babies." "I believe homes that are safe, secure, and comfortable—nurturing babies' curiosity and drawing out their communication skills—are crucial for childcare," he stated in his address. Toyota Home's brand vision is "Sincerely for You ~Sharing Life Together~." However, he noted that product development specifically for babies had been lacking until now. He explained that for this product development, it was necessary to verify each aspect of a baby's development and behavior, leading them to partner with Aprica, the top brand in strollers.
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President Maeda responded, "Aprica has long pursued ideal childcare products through research in infant medicine and childcare engineering. When Toyota Home approached us about collaboration, we resonated with their dedication to product creation and brand vision, leading to this project."
Next, Mr. Hiroshi Onishi, responsible for product development at Toyota Home, explained the new product. He announced the concept: "A home that nurtures a baby's smile is a home that nurtures everyone's smile." He emphasized that the product development particularly focused on the baby's "vulnerable physical immaturity that needs protection" and "emotional development that needs nurturing." Baby-friendly considerations are integrated throughout: rounded corners, "Nuno-kabe" walls using urethane material as a base, cushioned "Textile Floor" flooring, gentle lighting for babies, and 24-hour ventilation with high-performance filters. Additionally, measures were taken to reduce indoor reverberation, facilitating smoother family communication.
The talk discussion featured Mr. Onishi from Toyota Home, Ms. Keiko Kawasaki from Aprica, and talent Ms. Fujimoto. Ms. Fujimoto gave birth to her first child, Toranosuke, in 2012.
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Talk Discussion Scene |
Reflecting on the challenges of childcare, Fujimoto shared, "I thought babies slept all the time, but mine just wouldn't sleep. My daily rhythm was completely thrown off, and it was tough." Kawasaki advised, "Exposing them to morning light is key to establishing a sleep rhythm." When Onishi introduced blinds that open automatically with a timer setting, Fujimoto responded with admiration, "That's amazing." When Mr. Onishi further explained how whole-house climate control solves temperature differences for babies with immature thermoregulation, Ms. Fujimoto's voice brightened: "Living in a regular rental apartment, running the AC daily and keeping curtains open, having features like this feels like a dream." "I used to think I had to adapt to the house, but now it seems the house adapts to me," she said, her eyes lighting up with the dream of buying a detached home. |
When Fujimoto mentioned wanting a second child, Mr. Onishi emphasized, "Smileism has fewer immovable pillars and walls. You can remodel to suit your child's growth and your family's changing needs, making it a home you can live in for a long time." Fujimoto concluded, "When thinking about a baby's happiness, a mother's smile is crucial. Smileism's wonderful features are gentle on mothers and make it a fantastic home for babies." Toyota Home Smirhythm Website |
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