TOKYO —

The Japan Toy Association on Tuesday said the 2007 toy market in Japan grew by 3%, compared to fiscal 2006. It is the first increase in four years. The association said the involvement of different industries in the toy market and diversified sales routes, such as conventional outlets and online shops, contributed to the growth.

According to the association, the domestic toy market in 2007, consisting of 10 categories such as card games, jigsaw puzzles, high-tech toys, toys for boys and girls, dolls, educational, seasonal, glossary and hobby items, recorded sales of 670.9 billion yen. Video game sales were not included in the estimate.

The largest growth in the market was observed in the card game area which showed a 40.5% increase, followed by a 13% increase in the cooking toy area for girls.

Fumiaki Ibuki, a member of the association, said that robust sales of portable video games, such as Nintendo DS which features related products, helped the growth in the card game area. The toys for girls, which recorded the second largest growth, were widely accepted by mothers who play with their children, he added.

“Due to the increase in toy production in China, I’m concerned about the effect on product development by Japanese companies,” said Toy Association president Takeo Takatsu, who also heads Namco Bandai Holding Inc. “We expect more companies in different industries to collaborate in product development to expand the customer base and the market.”

As part of the press conference, the first toy award was held and four toymakers were given awards in five different categories.

3 Comments

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  proxy at 08:33 AM JST - 18th June

  Considering the small number of kids, its pretty nice growth.

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  Altria at 01:06 PM JST - 18th June

  Does this figure include adult toys?

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  some14some at 03:21 PM JST - 18th June

  Does this figure include adult toys?

  Don't know, but what i do know is that it includes toys for adults and this growth is attributed to rise in elderly population.

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