History
In 2017, Japanese brand Freshthings began producing licensed Coca-Cola yoyos, picking up the mantle from Matsui Gaming Machine. The first Freshthings Coca-Cola model marked a design shift from the earlier Matsui releases: a V-shaped profile optimized for string tricks rather than the round-body retro silhouette of the 1970s reissue.
The key engineering improvement over vintage Russell models was the introduction of a screwable construction — M4 × 20mm axle — allowing players to disassemble the yoyo for string replacement without tools. This addressed the fundamental maintenance limitation of all original Russell promotional yoyos, which were sonic-welded non-disassembling units. The Size K ball bearing (Loop 720 type) further modernized the play experience.
Freshthings’ approach repositioned the Coca-Cola yoyo license from a collectible novelty to a functional modern yoyo with classic branding — a different proposition from the Matsui-era releases.
