Toshiba announced a major overhaul of its brand in the U.S. today. Following the lead of its parent company, which became Dynabook on January 1, Toshiba America Client Solutions will now be known as Dynabook Americas.
"Although our name is changing, we are still the company that in 1985 introduced the world's first laptop and pioneered the adoption of more than 30 World's First Technologies, including design, battery, display and wireless breakthroughs, which have shaped the modern laptop," Dynabook Americas Senior Vice President Takayuki Tono said in a press release.
According to Dynabook, the name change won't have any impact on the day-to-day business of its American arm. Rather, the move is meant to "[ensure] synergy" between the American division and its parent company. Similar name changes are also in store for the organization in Europe, Singapore, Canada, and Australia.
"The Dynabook brand is well established in Japan and represents more than 30-years of award-winning products featuring a wide variety of world's first technological innovations," Dynabook said in a press release announcing the rebranding. "Dynabook Americas looks to build on this heritage of innovation, reliability and quality in the United States."
According to Dynabook, the company plans to continue using its Portégé, Tecra, and DynaEdge sub-brands following the rebranding.
The move comes several months after Sharp snapped up Toshiba's PC business for $36 million.
Dan Thorp-Lancaster is the Editor in Chief for Windows Central. He began working with Windows Central as a news writer in 2014 and is obsessed with tech of all sorts. You can follow Dan on Twitter @DthorpL and Instagram @heyitsdtl. Got a hot tip? Send it to firstname.lastname@example.org.
Is this for all of their products? Dynabook sounds weird for a TV.
IMO... that's a terrible name. It sounds exactly how I would expect a cheap, unreliable brand to be named.
Dyna is a cat from Alice and wonderland.
??? Isn't that a really, REALLY old laptop name?
"The KiddiComp concept, envisioned by Alan Kay in 1968 while a PhD candidate, and later developed and described as the Dynabook in his 1972 proposal "A personal computer for children of all ages." Most people know who Toshiba is/was, nobody knows who Dynabook Americas is (and that may be the point after all.) I predict a rapid decline in quality as they become the competitor to the cheap "house brand" at places like Best Buy.
The last Toshiba product I purchased was a tablet and it was plenty lacking in quality. That was like 3-4 years ago.
Toshiba sold US military secrets to the Soviets in the late '80s and I haven't bought that brand since. Thanks for publishing the name change.
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