Maxell

Maxell, Ltd. is a renowned Japanese consumer electronics manufacturer founded in 1960 in Ibaraki, Osaka, emerging from Nitto Electric Industrial Company's dry battery and magnetic tape divisions before becoming a wholly-owned subsidiary of Hitachi, Ltd. The company name derives from 'Maximum capacity dry cell,' reflecting their original focus on battery technology. Maxell gained worldwide recognition as a pioneering force in audio recording media, selling Japan's first cassette tape in 1966 and becoming synonymous with high-quality audio cassettes during the magnetic tape boom. Their premium XLII-S (CrO2) and MX (pure metal particles) cassettes were highly regarded for superior performance in the pre-digital recording era. Maxell achieved iconic status in the 1980s with their famous 'Blown Away Guy' advertising campaign, symbolizing the powerful sound quality of their audio products. The company profited significantly from the VHS and Beta tape boom in the late 1970s, establishing themselves as a leader in recording media technology. Today, Maxell operates globally with headquarters in Tokyo, manufacturing batteries, wireless charging products, storage devices (USB flash drives up to 256GB), LCD/laser projectors, functional materials, and consumer electronics including headphones and accessories. Following their 2014 listing on the Tokyo Stock Exchange, Maxell continues innovating in battery technology, developing new lithium-ion chemistry with nano-infused lithium and manganese offering twenty times more power storage capacity while eliminating expensive cobalt elements for mass production.