Video games showed a downtrend, which might facilitate sales of traditional toy. It is found in recent survey on Japanese year-end market carried out by Toy Journal.
Video games slump
Report of the professional toy monthly in Japan shows that, toy market appeared to be slack during the fist two weeks of December, but when it came to the mid, we finally see some tint of sales holiday. Generally speaking, it had shifted from calmness to climax.
In 2006, Nintendo’s Wii was sold at retailing price of 25,000 yen. But in last year, price for Wii Fit, along with related softwares was declined to 8,800 yen. Total sales of video games was only 60 to 70 percent of the sales in the same period of the previous year. It could be considered in weak side.
Toy sales had not achieved the figure of previous year as well, with only 97 to 98 percent of the previous score. Sales of toys and video games recorded 90 percent of that in 2006.
A majority of sales channels like household appliance and camera deal with business of toys. Electronics stores, for instance, Yodobashi Camera in Akiba, Tokyo and Bic Camera in Kawasaki, Kanagwa, received a large number of consumers and enjoyed good harvest in toy aspect. The year of 2007 was characterized by more family shopping in household appliance and camera specialty. On the other hand, GMS (General Merchandise Store) encountered with a rigorous climate, which take grandparents as its main consumption group. Sales in specialty only made up 85 to 90 percent of the same period of last year.
Online buying surges
Another trait can be seen during the year-end sales. Mass market of household appliance and camera had expanded their stores, while online sales kept surging up.
In view of different commodities categories, non-seasonal goods still maintain strong momentum in the game. HeliQ from Takaratomy and Choco Pot from Megahouse were in low stock. In addition, Pocket Mon and Anpaman licensed merchandises and trading card game were warmly received, driving the whole year-end market.
YU-GI-OH! OCG and Duel Master Trading Card took the lead of card sales, regaining lots of popularity when video games sales fell after a rise.
Favorable achievement of girl toys
Hobby for girls came back in fashion once again, including Bandai’s DX Amirin, Norimaki Makkii and Kopnafun, Megahouse’s Choco Pot, Epoch’s Aqua Beads and Sega Toys’ Spray Art, etc. On the other hand, licensed character figures and action games dived into keen competition. Compared with the flourishing market in 2006, R/C toys trended to be in a calm way. Actual campaign for Takaratomy’s HeliQ and Caul had not started.
As anime characters are concerned, Masked Rider Kiva reaped good sales and Geki Ranger was at the very beginning of sales. Additionally, if Anpaman is included to character category, which can be considered preschool toy as well, the sector will see greater market.
Judging from makers, we found that Takaratomy, Megahouse and Toho attracted national eyes with remarked achievement. Among preschool and infant toy producers, with satisfying success, Royal, Pilot Ink and Kawai allowed no neglect as well. █
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