Toy concept in conventional meaning can whet consumers’ appetite no more. In order to make up the insufficient sales caused by social phenomena of “lack of kids”, or “low birth rate”, Japan’s toy industry is endeavor to tap into adults’ world, rolling more commodities that meet this niche’s demand. Though such a market has not formed completely, we can see various interesting attempt Japanese has made; their new exploration deserves our consideration.

   During these years, a new market is taking its form gradually, offering adult-orientated commodities. In view of the “lack of kids” background presently, Japan toy makers are fostering items for adults. In addition, goods are endowed with wider definition, which has expanded the traditional meaning of “toy”. Generally speaking, for toy selling places, it appears to be more significant to introduce commodities in hot topic.

A world shaping up

   However, in view of the question “whether the market for ‘common adult niche’ has been expanded”, a majority of toy makers believe it might be not. Compared with kids, adult have more options for playing and entertaining. When they are looking for commodities that coming with both funny and entertaining properties, toy is merely one among the all. Toy makers hold that, though adult consumers are concerned with prevailing hot items, there are still a small number of them who will look for interesting things in toy stores regularly. Certainly, when a large number of makers roll out the same kind of product in great amount, it will bring greater possibility for the thriving of the kind. At the same time, it will be easier to become a topic arousing media’s attention. But for this moment, such a market has not been formed yet.

Diversity of marketing means

    In view of this, toy makers knowingly carry out commodities development and marketing strategy, so as to cultivate a firm and health market. Cooperating with celebrities or research institutes serves as good example—it successfully increase consumers’ loyalty to function and practical use of product. Moreover, product might be sold with a promotion slogan, which claims that it is not a “toy”.

   When running such a business, toy store should make a great effort. For instance, premium instore show can be run in an environment catering for adults. Meanwhile, salesman can make known the practical use in daily life to attract consumers to certain products, and use effective way to make consumers call to mind over the usage demonstrated in store.

   On the other hand, others’ though and appraisal after using a certain product will be good reference for those have not brought the item, toy makers indicate. Furthermore, besides getting information from extensive commercial and campaign, lots of consumers now tend to investigate first existing users’ idea, which is found on blog, or BBS, before they make purchasing decision. In fact, by this kind of media, you can not only find out what is popular right now, but also read consumption trend. Relating these information and actual operation, you might propel your sales in related categories.

   Market is full of possibility. Therefore, if one can explore and meet with demands of consumers, he might reap considerable profit. Grounding on future sales direction, distributors can determine their product mix.

Breaking through convention

   When enjoying the popularity this year, let’s show you the key words within, including “music”, “decoration”, “communication”, “saving box” and “game & puzzle’.

--Music

   Currently, products that offer an opportunity to enjoy music in the way of light and action are highly received. In fact, they come with much amount than any previous days. We owe the miracle of prevailing to its excellence that directly pleases users when they are playing music. With medium price point, they are suitable for sharing happy hours with good friends.

--Decoration

   Previously, commodities with “curing” as selling point were once sold briskly, though they may not as popular as those days, those with decoration properties have accumulated stable consumers group. Nostalgic and lighting Tokyo Tower fills people’s heart with different sensation, which is greatly concerned by media. Besides, a large quantity of products that comfort people are attractive as well, such as balloon floating in room, science kits that let you observe living things…

--Communication

   Japanese are always said to be not good at communication. In this case, the following things will come in handy: when meeting some one for the first time, you can introduce yourself with Bandai’s Human Player. Buckwheat noodle made by yourself will please your whole family. In addition, playing darts and mah-jong are both good resource in party. All these interactive experience will add more fun for consumers.

--Saving box

   Since last year, saving box with gimmick has collected huge popularity. After LCD Jinsei-Ginko, or Life Bank, has aroused a great sensation, various new items in the same theme are launched one by one. Some can move or sing after receiving coin, and some come with smart appearance. Since neither the young nor the old, gentleman nor lady would like to save money, the series sees a wide target age, and is easy to introduce in sales.

--Game & puzzle