Japan's Toy Market Dipped 0.9% to Y695 Billion in 2009

posted on by Egan Loo

The Japan Toy Association announced on Tuesday that the domestic toy market slipped 0.9% to 694.9 billion yen (about US$7.84 billion) in 2009. However, the main 10 areas of the toy market grew 0.9% to 392.3 billion yen (US$4.43 billion). (The main 10 areas include traditional games, card games, jigsaw puzzles, high-tech trend toys, boys' character goods, boys' toys, girls' toys, plush toys, seasonal items, and education toys. It does not include items such as video games, models and other hobby products, child seats, and tricycles.) The market had been contracting every year from 2003 to 2006, but the market conditions have plateaued since then.

Boys' character goods grew 29.6% to 54.799 billion yen (US$618.6 million). Metal Fight Beyblade (Beyblade: Metal Fusion) continued to sell well, while Kamen Rider W toys were also popular. However, high-tech trend toys dropped 29% to 6.111 billion yen (US$69.0 million). In particular, Tamagotchi! ID and other toy lines in this area were not hits last year. The hobby market area (including plastic models, model railroads, and figures) dropped 5.5% to 115.32 billion yen (US$1.301 billion). The girls' toy market area dropped 4% to 39.163 billion yen (US$442.1 million), but the Fresh Precure! franchise led the way in sales.


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