- The Japanese domestic market for toys generates approximately 800 billion U.S. dollares per year.
- Imports account for about 50% of the above-mentioned amount and many of this imports come from China. Some Japanese manufacturers just import the necessary parts and complete production in Japan. Some large manufacturers have their own factories in Asian countries, many of which are in China. Hereafter, regardless of size, manufacturers may have to make contact with foreign producers, particulary in Asia.
- Although not compulsory, for the past 25 years it has been common practice to put the "ST" (safety toy) mark on toys that have passed inspection. Goods without the "ST" mark can be sold in Japanese market, however consumers have been tending to buy goods with the "ST" mark. Since the PL (product liability) Law was enforced on July 1, 1995, makers have been improving their products and adding words of caution to products in order to avoid problems. Taking Product Liability into consideration, it is better to get the "ST" mark when introducing a new product to the Japanese market.
- 70-80% of domestic sales are usually made during the Christmas and New Year season. The retailers must do their best to get whole year profict from the beginning of December to early January.
- Larger toys such as Mini-Van, Gas Station, Pick-up Truck, Rocking Boat, etc., and educational toys, electronic toys (including TV games, etc.) are experiencing increased sales.
- It is now possible to link TV games to computers.
- TOYS'R'US has come to Japan from the U.S.A. and has achived success with big parking lot (drive-in) and wide variety of stock. TOYS'R'US already have 35 chain stores throughout Japan.
- en toys for children of 2-3 years are more popular if assocated with well known Characters such as Mickey Mouse, Sailor Moon, Ultraman, etc.
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