Toda Design
Toda Design Research Institute, founded in 1982 by designer Toda Koshiro, has been a creative hub for over 30 years. Known for his iconic Alphabet Picture Book ("あいうえおえほん")—which has delighted over 800,000 children and received the Good Design Award—Koshiro built the institute on a strong foundation of creativity and craftsmanship.
Originally a designer, Toda Koshiro became a picture book author at the age of 51, eventually creating 42 titles that reflect his deep connection to nature and design. His works explored diverse themes ranging from education to the environment. This passion culminated in the creation of the Toda Koshiro Picture Book Museum of Art in Atami—a lasting tribute to his creative vision.
Founded in 1997 by Toda Koshiro (1931–2011), the museum is nestled in the hills of Atami, surrounded by nature and overlooking Suruga Bay. Entirely designed by Koshiro himself, the museum celebrates the power of original illustrations and embodies his lifelong commitment to the theme of coexistence with nature.
Today, his son, Toda Yasushi, continues this legacy. With a background in magazine editing and advertising, he specialises in book editing and design, woodworking, and spatial design for exhibitions and promotions.
Combining his skills as both editor and designer, he creates unique, concept-driven products—including picture books, peace-themed flag designs, and beautifully crafted wooden toys made in collaboration with artisans from Gujo Hachiman.
Guided by the motto, “Enriching the soul through design,” the institute continues to produce picture books, cards, wooden toys, and other original creations—always rooted in a distinctive approach that spans from concept to distribution. Their mission is to inspire and delight people of all ages, transcending generations and genres.
