A ride that grew out of the Toyota Engineering Society is now a fully-fledged attraction at Bandai Namco's VS PARK amusement facilities. We followed FUNVE's rise as part of BE creation, Toyota's program for generating new businesses.
“What if we could create a ride like the kart games we loved to play?”
Starting from this fanciful idea, Toyota’s engineers took on the challenge of developing a real-life amusement ride. The result is FUNVE.
Having grown up playing home video game consoles, the team set out to create a groundbreaking form of interactive mobility that would bring smiles to children’s faces—a mobility experience packed with technology, passion, and a playful spirit.
Where the real and virtual come together
Jumping into the FUNVE and donning AR glasses, riders can physically operate the vehicle within a virtual space. Being hit by enemies or going off course causes the kart to spin on the spot. This thrilling fusion of real and virtual worlds makes for an entirely new experience. The way the machine slides as it moves sideways is also a novel sensation.
Isamu Yasui, Group Manager, Business Development Dept., New Business Planning Div.
In the kart games, you can do things like drifts and spins. To give kids that experience in a safe and simple way, we decided to try mecanum wheels.
For the controls, we started out with a steering wheel and accelerator pedal, but children in lower elementary grades found this to be an information overload and couldn’t drive intuitively. Our solution was to use joysticks.
The kart itself is powered by electricity in a simple EV setup.
TES takes on the challenge
The development of FUNVE started out as a project at the Toyota Engineering Society (TES)*.
*A volunteer organization comprised mainly of Toyota Motor Corporation engineers, with approximately 24,000 members. Launched in 1947 as a group for studying car manufacturing, today TES goes beyond merely developing technology and skills by engaging in activities that contribute to local communities.
Each year, 24 or 25 members are selected to oversee planning and organizing, dedicating their time to TES activities for that twelve-month period. These members are divided into several groups, one of which is the Monozukuri Challenge Team that came up with the FUNVE idea.
The team handles everything from planning to production, and its past projects include CUE (2017) and Toyota Miraidon (2023).
In 2020, the Monozukuri Challenge Team brought together Isamu Yasui, a developer of production equipment, Jiro Hayashi, who worked on measurement and analysis technology used in engine and transmission development, and Hiroaki Okubo, who was engaged in planning and production prep for the prototype vehicles that were essential in testing.
All three had young children and were part of the Super Famicom generation—known overseas as the Super Nintendo generation—so they naturally landed on the idea of making something based on “that classic kart game.”
Yasui
Rather than carrying on the tradition of tackling new technologies, we focused on creating an experience—not some incredible thing that you simply show off, but interactive content. From there, we hit on the idea of making a ride that children could enjoy.
We only had one year for development. But if you’re going to offer an experience, you need to get feedback from users. We therefore drew up a schedule that gave us two turns through the monozukuri cycle.
The change from steering wheel and pedal to joystick controls was among those prompted by user feedback along the way.
Hiroaki Okubo, Assistant Manager, Business Development Dept., New Business Planning Div.
Normally, developing mass-production cars from planning to sales takes several years, but with FUNVE, to gather children’s feedback, we had to complete the entire development cycle, including prototyping and testing, in just three months. Even though the vehicle was small, I wasn’t sure we could do everything in that time frame. Every day was a challenge.
Jiro Hayashi, Assistant Manager, Business Development Dept., New Business Planning Div.
Since the concept was based on a well-known kart game, we decided to link the ride to some sort of visuals. One of our initial ideas was to fly a drone with a projector, and have the kart chase the projected images.
In the end, we settled on using AR glasses, but I had never developed a game or an app for AR glasses, so my first step was to buy a book and start studying (laughs).
It took us about two weeks to set up the development environment. We designed an animal-catching game, drew our own crude illustrations, and even tried our hand at 3D modeling. In this way, we first went through the trial and error on our own, and then sought help from specialists within the company for areas where we were lacking. Somehow, we managed to pull it off.
The response from those who tried it, both children and adults, was extremely positive. We got addicted to seeing the smiles on everyone’s faces.
At a demo session for the children of employees, Yasui and his team unveiled two different original games. One was Animal Ranger, in which players capture animals to protect them from evil hunters. The other was World Racer, a racing game where the fastest time wins. Some three years later, they also announced a Pac-Man content collaboration.
Children’s smiles fuel the dream
Typically, TES projects wrap up after the one-year period ends. In the case of FUNVE, however, members continued on as volunteers, seeking to commercialize their creation.
Okubo
Our regular work is specialized, so you never have the chance to do everything from product planning to development, manufacturing, and servicing. I had always wanted to see a product through from beginning to end. That’s why, even when we were still at the stage of planning an experience-driven project, I was already setting my sights on commercialization.
Yasui
Our goal was to put smiles on children’s faces, and when we invited the families of employees to try our product in that first demo session, we got a sense of its potential. That strengthened our resolve in pursuing commercialization.
From October, the team made several presentations within the company, eventually reaching the vice president at the time. They were then put in touch with Toyota dealerships, leading to a series of trials.
With development work ongoing, team members spent weekends touring around dealerships. Yasui carried on with his regular duties at 50%, while Hayashi and Okubo had only 10-20% of their time. As they continued to make their passionate pitches, Bandai Namco showed an interest. In 2022, the first trial run was staged at VS PARK AEON LakeTown mori, with FUNVE also appearing at the Japan Mobility Show in 2023.
VS PARKs are indoor activity facilities where visitors can enjoy experiences that resemble a variety TV show. Ayumi Kuwasawa, who now manages the VS PARK brand at Namco Bandai Experience, happened to be working there as a university student at the time.
Ayumi Kuwasawa, Brand Management Team, Activity Business Dept.,
CX Park Business Div., Bandai Namco Experience Inc.
It felt really fun, being able to go sideways, spin, and move in other ways that are unthinkable in a car. The mix of virtual and real spaces was also very new and exciting. However, there were also some operational wrinkles to iron out, such as having to put on the AR glasses and the start button being hard to find.
From panda cars on department store rooftops to amusement park go-karts, rides that children could drive and steer were once hugely popular. However, amid increasingly diverse entertainment options, Japan’s declining birthrate, and society becoming more safety-conscious, the number of such attractions is in decline. Even so, as Kuwasawa tells it, “there is still untapped demand for rides that children can drive by themselves.”
FUNVE becomes a summer hit at VS PARK Yokohama World Porters!
At VS PARK Yokohama World Porters, FUNVE was added to the lineup for a limited run in December 2024. Looking to streamline operations, the team made it playable without needing AR glasses.
Hayashi
VS PARK seeks out content that is not only fun for the player but also allows friends and family who are looking on to join in the excitement. We tried to make this happen by setting up large monitors showing what the player was seeing, but that wasn’t enough. So instead, we thought up ways to make an attraction that everyone can enjoy without needing AR glasses.
The kart’s front end, which previously featured headlights, was redesigned in the shape of a bulldozer. Two new attractions were also developed.
In Bomb! Bomb! Bulldozer, players try to push balls into their opponent’s territory, and the player who ends up with the fewest is crowned the winner. The other game, Puru-Puru Slalom, has players place a large ball on a tray atop their helmet and five smaller balls on a tray near their feet; without dropping these balls, they must steer around obstacles to reach the finish line.
From July 5, VS PARK Yokohama World Porters has added these attractions as the centerpiece of its summer holiday program. Though they are currently available only at the Yokohama location, Bandai Namco Experience’s Ayumi Kuwasawa hopes that “many visitors will enjoy FUNVE at VS PARK over the summer.”
Okubo
The long-term commitment by VS PARK was a turning point in our product development. Having previously conducted only short trials, we now have our first extended rollout. Naturally, this brings higher expectations in terms of quality, cost, and performance, so every day we are working hard to meet customer needs.
In total, over 10,000 customers have tried FUNVE, and we have made many improvements based on their feedback.
For example, we added handles to the rear of the karts so that staff could move them more easily, improved the control ECU, and fixed poor wiring connections.
Even so, we still haven’t been able to give customers everything they want, and this process has really brought home the difficulty of bringing a new product into the world.
Hayashi
Here, we learned that being social media-worthy and interesting for those watching are two important factors. Both are unique aspects of entertainment that are not part of our regular work at Toyota, and though we had to feel our way forward, with Bandai Namco’s assistance and repeated trial and error, we managed to create games that leave customers satisfied.
For example, from a visual perspective, we used to set up Bomb! Bomb! Bulldozer with about a thousand small colored balls, but this damaged the carts and made more work for the operating staff. By switching to giant beach balls, we were able to make the game more visually appealing and more fun for viewers.
Seeing both the people playing and those watching from the sidelines, cheering and enjoying themselves felt very rewarding.
Asuka Deguchi, Store Manager, VS PARK Yokohama World Porters, Bandai Namco Amusement Inc.
For elementary school-aged kids, having a vehicle they can operate themselves is a big drawcard. FUNVE also looks cool, which creates a buzz among students and young people. And since it’s not really about technique, parents don’t need to hold back when playing against their children.
Making fun means having fun
A key reason behind the project’s accelerated commercialization, including the full-scale VS PARK rollout, was its inclusion in the seed phase of BE creation (Toyota’s program for generating new businesses) from April 2024. This allowed Yasui, Hayashi, and Okubo to transfer to the New Business Planning Division, where they could focus exclusively on FUNVE.
Yasui
Getting through the BE creation screening sessions was tough, but the biggest advantage is the freedom we have in making decisions.
Hayashi
We were recognized as one of the company’s new ventures, which made it easier to explain things when approaching other departments for assistance.
Okubo
Since transferring, I have gained more decision-making authority and freedom in my work. Despite the pressure of knowing that the project could be suspended tomorrow if we cannot ensure business feasibility, I am savoring the joy of devoting myself to what I want to do, while also keeping busy with tasks that go beyond my own expertise and job description.
We need to develop our own methods for achieving results and building an organization. Alongside the technical development, we are continuing sales efforts to expand our network inside and outside the company, and our team is slowly growing. For anyone who is interested, we are still looking for more partners to get on board!
Finally, we asked about the team’s vision for FUNVE.
Yasui
When we do events at dealerships, they attract more families and create a fun atmosphere centered around children. If we grow this outward, we can build connections with kids and young people we haven’t been able to reach, so that more of them may come to think that Toyota is pretty cool.
My vision is that more people will develop an interest in the products and services Toyota offers, growing into future fans.
Team FUNVE is currently working on a full redesign to reflect all of the input they have received so far. The changes are said to be so extensive that almost no part of the vehicle will remain in its current state. At the same time, new games using AR glasses are also under development.
Five years have already passed since a group of engineers with no background in amusement or entertainment first began working on FUNVE. Insights into new worlds, including the fateful encounter with Bandai Namco, have gradually changed how they approach their work.
Okubo
At the start of the year, we had a kickoff meeting with the development members, and on page one of the materials I wrote, “Let’s keep the excitement going!” Given how seriously I had always taken my work, these are words I never imagined myself saying (laughs). But if we’re not having fun, we can’t make something fun for others. I think that mindset will serve us well in traditional carmaking as well.
In one corner of a workshop where Toyota cars are being developed, the FUNVE team continues to chase its mission, envisioning the cheers of excited onlookers. Spurred on by the power of countless smiles, perhaps they will one day take FUNVE to the world stage.
