Japan’s toy market in fiscal year 2008 is about JPY 663.6 billion, 98.8% compared to the figure of the previous year, but main 10 categories show 1.7% of growth.
The Japan Toy Association conducted research on Japan’s domestic toy market and market trend of fiscal year 2008 (April 1, 2008~March 31, 2009) with the cooperation from member companies of the association and the exhibitors of International Tokyo Toy Show.
The Japan Toy Association (English site is available)
http://www.toys.or.jp/
International Tokyo Toy Show 2009 (English)
http://www.toys.or.jp/toyshow/english/index.html
Exhibitors List
http://www.toys.or.jp/toyshow/english/company_list_en_a.html
In the fiscal year 2008 Japan’s toy market is about JPY 663.6 billion on retail prices basis, accounting for 98.8% of the figure of the previous year. When seeing the 10 crucial fields of the industry only the market size is almost JPY 390.9 billion, showing 1.7% of growth compared to the figure of the previous year. In the fiscal year 2007 domestic toy market figure surpassed that of the previous year for the first time in the past 4 years. and also the growth was expected in the year 2008. However, as the Christmas sales was hit most in the worst economic crisis after the World War 2, and finally the figure was almost about to reach the figure of 2007. As a result, in the most difficult economic situation the association sees that the toy market can be regarded fairly steady compared to the other industries and market marking drastically lowered turnover.
The association separately conducted the research on Capsule-Toy and Snack-Toy. Capsule-Toy market in 2008 is about JPY 28.5 billion, accounting for 93.4% compared to the previous year, and Snack-Toy marked JPY 47.8 billion, accounting for 98.6% compared to the previous year. (Figure of Snack-Toy is not based on retail but on sell-in value)
Fringe markets of toy would include that of TV games and Kids’ card games so on. When considering all the fringe markets the toy related markets would be much bigger.
*10 crucial fields are Games, Card Games excluding TV Games, Jigsaw Puzzles, High-technology Trend Toys, Boys’ Character Toys, Toys for Boys, Toys for Girls, Soft Toys, Seasonal Items, Educational Toys excepting vehicle related items such as Baby Cars, Child Sheets and Three Wheelers.
Card games continued to lead the whole toy market from 2007 marking the biggest growth of all the categories in 2008. Card games topped in 2000 and after that they become completely popular in boys market while shrinking its market size. However, in 2007 Card games grew by almost 40% from the figure of previous year and totally recovered. Also in 2008 the growth rate of card games jumped up again by almost 40% , which makes its market of JPY 76.1 billion. In particular “Duel Masters Trading Card Game” and “Yugioh Official Card Game” contributed to the significant growth of the market.
The growth of Girls’ hobby in the category of Girl’s Toys follows that of Card Games, growing by 37.2% in 2008 compared to the figure of previous year. The growth ob girls’ hobby was supported mainly by cooking toys. Major 4 toy companies (Sega Toys, Takara Tommy, Bandai and Megahouse) launched altogether 10 items in 2007. On the other hand in 2008 the major 4 launched 37 items and their total turnover in 2008 grew to 350% of the figure of 2007. As girls’ hobby goods they could offer fun to create by girls themselves. Parents can join with them while cooking, when those goods can be used as communication tools for parents and kids. And to be practical parents and kids can surely enjoy eating after cooking. These factors would be contributing to the growth of the market.
Sports toys and sports goods market in FY 2008 marked 133.9% of the figure of 2007. The factors boosting the market should be health-conscious trend, mutual communication being easily established among parents and kids, and fashionable trendy impressions represented by roller-shoes and in-line skates so on. Also booming popularity of football and World Baseball Classic matches held in February 2008 would be also supporting the market. Roller-shoes and in-line skates are getting popular as tools with which people can enjoy at parks and so on when they go out by car more frequently than before due to drastically lowered toll for cars installed ETC, what we call 1000 -yen-toll in the weekend implemented in March 2009. Sports toy and sports goods market has been widely growing since last April.
On the other hand soft toys, zakka (gift etc.,) ,radio controlled related toys of boys toy category and girls’ character goods had a tough time. As world wide economic situation is severely reflected since October 2008 average customer-spend gets lower on the whole. But the toy market shows signs of recovery since the beginning of 2009. In particular some retailers achieve turnover exceeding the figure of previous year after May 2009. Toy market is said to be recession-proof since long before. From now on the recession-proof trend will be appearing more clealy.
(Source: October 2009 issue of Gekkan Personal Gift, a monthly magazine, issued by Business Guide-Sha Co., Ltd.)
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