RESEARCH SUMMARY -Latest Outcome of Our Research-
12/16/11
Toy Market in Japan: Key Research Findings 2011
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Research Outline
Yano Research Institute has conducted a study on domestic market for toys and game contents with the following conditions:
1. Research period: From October to December, 2011
2. Research targets: Manufacturers, wholesalers, and retailers related with toys and game contents
3. Research methodologies: face-to-face interviews by the specialized researchers, survey via telephone, and mail-in research
<What is the toy market?>
The toy market in this research indicates the following nine categories:
Electronic toys, scale model toys, boy characters & toys, girl characters & toys, games, soft toys or stuffed toys, basic toys (education, blocks, etc.), seasonal & miscellaneous toys, and video games.
Summary of Research Findings
n Toy market including TV games shrank after it peaked in FY 2007, but recovered slightly in FY2010 on Y-on-Y basis except for TV games
The size of domestic toy market in FY 2010 ended up as 759.7 billion yen based on shipment volume, which is a decline by 1.7% from the previous year. It stems from saturation of demand in the market of TV games which lost users to social games (games provided in SNS). Although the entire market of toys recoded three consecutive years of decline, the market confined to the eight items, excluding TV games, showed steady growth, attaining 331.2 billion yen, up by 2.3% year-on-year, because character toys for boys are in good demand.
n Toy market for 9 items including TV games is estimated to scale down in FY2011 Y-on-Y, while hardly any change or a slight decline is anticipated for 8 items excluding TV games
Although sound growth can be expected for boy toys, the toy market for eight items excluding TV games is estimated to change little or to decline slightly by 0.5 % at 329.6 billion yen due to rebound from well-sold boy-character toys in FY2010 and flood disasters that struck in Thai where factories of major toy manufacturers concentrate. As TV games are continuously losing ground to social games, the size of toy market for nine items including TV games is estimated to be 705.4 billion yen, down by 7.1% from the previous year.
Transition of Size of Domestic Toy Market
Published Report
Report Title: Toy Industry 2012
*The information provided in the "Research Summary" is what is as of the date of announcement and could be altered or renewed without any prior notice.
