Gifts / Sports & Toys

According to Huacheng Import and Export Data Observation, Japan's toy industry has achieved growth in sales for 11 consecutive years, and the market size in 2021 reached as high as 894.6 billion yen (100 yen, approximately 5.2 yuan RMB). Just looking at this number alone, it can be seen that toys are no longer exclusive to children, but rather a means of entertainment suitable for all ages.

Toys change over time

There are many types of toys in Japan, but they can also be simply divided into two categories - game console products and non game console products. From 2021 to 2022, the top three companies in Japan's toy industry in terms of sales were Sony Group, Nintendo, and EMI. Sony Group has successfully won the top spot because it covers two major sectors: gaming consoles and network services. As of March 2022, Sony's PlayStation 4 has accumulated sales of 117 million units. And its powerful rival Nintendo's Switch has been popular worldwide for many years, with global sales reaching 122 million units by December 2022.

The reason why Switch is widely popular is because it has well adapted to the changes of the times. Nowadays, people are no longer satisfied with just playing games on TV. They spend more time using their phones than any electronic product. So, Nintendo quickly completed the transformation and achieved the integration of home phones, handheld phones, and mobile versions, which can be said to find an outlet for the development of home phones.

Toy manufacturers not only need to grasp the big trends, but also cannot miss out on small trends. Consumer interest points are changing rapidly, and the lifeline of toy products is generally shortened. It is crucial to develop star products in a timely manner. Japanese toy manufacturers are very adept at leveraging the popularity of anime, games, and movies to develop and sell various best-selling products through IP, such as "Blade of the Ghost".

The charm of 'old antiques' remains undiminished

In the past two years, some "old antiques" in the Japanese toy industry have undergone new changes, the most typical of which is card games. In today's world where everything can be turned into cards, the most popular ones are classic series such as "Pirate King", "Game King", and "Pok é mon".

Rare cards have been sold at skyrocketing prices. As early as 2019, a "Baokemeng illustrator" card with a score of 9 points (the highest score is 10 points) was sold for 195000 dollars. By 2021, the same card with a rating of 7 points was sold for 375000 dollars. In addition to continuously launching new products for these classic cards, companies such as Cygames have also quickly developed game applications that can be participated in online, providing players with more choices, as reported by Huacheng Import and Export Data Observation.

Another toy that has never been outdated and is becoming increasingly popular is the egg twisting machine. The egg twisting machine is a toy vending machine imported from the United States in Japan in 1965, which became popular throughout Japan in less than 5 years.

At first, the main consumer groups of egg twisting machines were young children and elementary school students, and the main types of rubbers inside the egg twisting machines were also different shapes. After 1990, the egg twisting machine gradually expanded its product line and attracted a large number of adult consumers.

In the past decade, the variety of toys for egg twisting machines has shown a geometric growth. From the most common various resin models, to amulets, laptops, shopping bags, succulent plants, and more. Although the price has increased significantly, the corresponding quality has also improved significantly, and there are many practical products available.

From Japan to Overseas

Toys are a very special product, and their charm not only transcends age, but also cultures and countries. The core competitiveness of the Japanese toy industry in the international market is "differentiation", which is mainly reflected in high quality, safety, and imagination, as reported by Huacheng Import and Export Data Observation.

Taking Japanese toy brand Tomi as an example, they have successfully promoted their products to over 130 countries and regions through this "differentiation".

The most representative toy of Duomei Company is the TOMICA car, but a palm sized toy needs to pass hundreds of tests to ensure the highest quality. The latest track series is equipped with advanced technology, and two cameras are installed in the driver's cab and window positions. Players can connect their phones to view the images, feel the driver's and passenger's perspectives, and report on Huacheng Import and Export Data Observation.

Meanwhile, Japanese toy manufacturers attach great importance to the development of IP intellectual property rights. Taking Wandai Company as an example, they have combined the characteristics of consumers in different regions to launch products suitable for the local market demand, such as animal shaped eggs, pirate king, and mobile warrior Koda.

In response to the Chinese market, Wanda strives to achieve a local production and sales model, and continuously explores cooperation and new product development with mainland Chinese brands and Guoman IP.

Adhering to high quality, deeply developing traditional products, grasping the changes of the times and making timely adjustments may be the reason why the Japanese toy market can continue to grow. Huacheng Import and Export Data Observation Report.