Why is Japan's Toy Industry so Enduring?

Toys Change Over Time

There are many types of Japanese toys, but they can also be simply divided into two categories-game consoles and non-game console products. From 2021 to 2022, the top three companies in the Japanese toy industry by sales are Sony Group, Nintendo and EMI. Sony Group has successfully come out on top because it covers the two major sectors of game consoles and network services. As of March 2022, Sony's PlayStation 4 has cumulatively sold 117 million units. And its strong rival Nintendo's Switch has been popular all over the world for many years. By December 2022, global sales will reach 122 million units.

The reason why the Switch has been so popular is because it has adapted so well to changing times. Nowadays, people are not only satisfied with playing games on TV, people use mobile phones more than any other electronic products. As a result, Nintendo quickly completed the transformation, realizing the integration of home consoles, handheld consoles, and mobile versions, which can be said to have found an outlet for the development of home consoles.

Toy manufacturers should not only grasp the big trends, but also small trends. Consumers' interest points are changing faster and faster, and the lifeline of toy products is generally shortened. It is very important to be able to develop star products in a timely manner. Japanese toy manufacturers are very good at taking advantage of the popularity of animation, games, and movies, and using IP to develop figures and a variety of best-selling products, such as "Demon Slayer: Blade".