Japan's children's impact toy industry
Japan's children's impact toy industry
Nowadays, Japanese toy makers are beginning to change their strategies as Japan’s children continue to progress. In the past, toy makers have been working on developing hand models and models that male customers like, and now they are developing women's markets in the 20-30 age group.
A Japanese company announced that it will release a "superalloy Hello Kitty" in June 2014. The toy is 10.5 cm high and is made of zinc alloy, which is movable at the joints. Since next year is the 40th anniversary of the birth of Hello Kitty, the company hopes that this will become a new opportunity to develop the female market.
The company set up a department dedicated to the development of adult toys in 2008. The "Sailor Moon" series of toys released in August this year is widely welcomed by young women aged 20 to 30.
Japan's Yano Economic Research Institute speculated that Japan's domestic toy market (including video games) reached its peak in 2007, with 888.2 billion yen, and shrank to about 700 billion yen by 2012. In the past few years, the value of toys for adults has remained at around 86 billion yen.
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