International Tokyo Toy Show 2007 lowered its curtain in Tokyo Big Sight, the largest exhibition center in Japan. The show is supported by The Japan Toy Association. The show houses around 38,000 toys from 121 Japanese companies and 25 overseas, attracting a great number of visitors and buyers.

  The Japan Toy Association coincides to release its annual research report, indicating that, the year of 2006, Japan’s toy market amounts to 640 billion yen (93.7 percent of the previous year). Meanwhile, household game console market records 679.9 billion yen (136.9 percent of the previous year). It is a sharp contrast, as well as rigorous situation, especially to makers who cling to existing toy categories. However, undoubtedly, because of adversity, toy industry is able to be more creative and innovative.

  This issue will bring you the latest trendy products, as well as key items of famous brands.

Display with key words

  Impressive new items debut in the show this year. Here let’s see some products that symbolize the new trend of 2007.

  Actually, we can find four key words in the show: “Air Guitar”, “Darkness”, “Flying” and “Hybrid”. By the way, items that were popular in 2006, such as those related to “brain-training”, “LCD toys” are being eliminated gradually. That’s why this year, promotion of these categories appear to in conservative.

Key word 1: air guitar

  Filled with a sensation of new age, are the products related to “air guitar”. Last year, since a humorous artist Outi won at the “Airguitar World Championship”, all things get thriving. Various styles of air guitar toys can be found in Tokyo show. If you want to make it serious, you may select the type of “guitar neck”, but if you want to relax, you may like the “waist” or “pick” type.

Key word 2: darkness

  The things that can bring their value into full play in “dark” environment are toys with projecting or illuminating function. As the pioneer of the category, Sega Toys’ household planetarium--HomeStar has once displayed and this year sees items like kaleidoscopes, launched by many companies. Kids would enjoy the playing fun, moreover, quite a few of them aim at higher-age niche. It can be said one of the traits of the show this year.

  These products feature wide application range: not only for individual entertainment, but also retailing stores can use them as in-store decoration.

Key word 3: flying

  The category with soaring up amount this year is the indoor aircraft that is in light weight and super-small size. A good number of 20~30 year-old guys have once dreamed to have an R/C plane, but high price force them to shrink back. In view of this, Takaratomy has launched the creative “Aero Soarer”, which records proud sales achievement of 500 thousand units in 10 months after its debut. Now, we can find more items in this show, including helicopters, hexapods, or robots.

Key word 4: hybrid

  If auto cars need hybrid, even toys are going to follow the trend. In these years, adding digital elements to traditional analogue toys, has given birth to commodities that breakthrough conventional idea. Board game and DVD, card game and video game, terrestrial globe and internet… if you are not used to these kind of combination, try to see real things. In fact, analogue and digital do not conflict. Instead, new type of toys in 21st century is an integration of advantage of the two.

Respective magnificence

  Now, let’s introduce some famous brand makers, which impress visitors most.

Takaratomy

  Booths of Takaratomy enjoy most welcome. Nearby the entrance of booths, various related goods of Transformers are demonstrated. Besides, ChoroQ cars, helicopters, card games, models, even household buckwheat noodle maker are displayed before visitors. It seems that, only the area of Takaratomy can reflect the whole exhibition hall.

  Animation based on girls’ comic Shugo Chara will be released this autumn, boosting birth of various related products. Peach-Pit, its writer has made his name by previous comics—Rozen Maiden, which gets popular among animation fans. It is believed that, the new works will arouse a new round of dynamics among girls’ goods.

  Next year, new episode of Yes! Precure would become one of the highlights for the industry.

Bandai

  The most attracting role at Bandai’s booths should be products related to the newly-released animation—Gundam 00. Various 3D models of Gundam Collection, HCM Pro and FG Grade are presented for the coming animation in October.

  Animation of Masked Rider and Jyuken Sentai Geki Ranger will see their movie version this summer so related new items would be available in succession.

  Besides hot anime-goods, Bandai has its creative idea as well, such as the “Mugen Putiputi”.

Sega Sammy

  Sega Sammy Group’s booths are co-organized by four corporations, including Sega, Sega Toys, Taiyo and TMS Entertainment. Exhibits like “Mushi King”, and “Anpaman” target at lower-aged consumers, and household planetarium and brain-training game are more suitable for adults. Products that bring full play to edge of two poles become the most striking traits for the booths.

  In addition, lots of commodities would evoke people’s passion as well, such as robot pet and automatic piano.