The purpose of this study is to examine the utility of Azuma Hiroki's Database Consumption Model in explaining the historical production and consumption of secondary goods by examining the history and products of Japanese toy company Kaiyodo. Founded in 1964 as a small Osaka hobby shop by Miyawaki Osamu Kaiyodo is a model success story of Japan's post-industrial intellectual property based economy. It also provides a uniquely situated test case for examining both Azuma's model of historical development and the production and consumption of secondary goods.

Although Azuma himself argues that there is no essential difference between “narratives and coffee mugs,” his model has been almost without exception used to discuss primary goods - anime, visual novels, and light novels. By looking at Kaiyodo's history and products, I will determine the validity of the Database Consumption Model with the other half of the equation - secondary goods. After all, one cannot say that there is no distinction between narratives and secondary goods without paying equal attention to secondary goods.