METI Publishes Interim Report by the Study Group on the Value of Toys

1. Background and Purpose

Toys have a significant impact on children, who are in the process of physical and mental development. At the same time, toys provide today’s adults with feelings of comfort and fulfilment, serving as a cultural foundation for an enriching life. It is fair to say that the successful incorporation of adults’ needs is one factor for the steady growth of the toy market despite being in this era of declining birthrate.

On the other hand, the industry in Japan faces a number of issues such as decreasing opportunities for children to play with toys, children’s detachment from toys and the growth strategies of overseas market.

Against these backdrops, we established the Group to consider measures for sustainable growth, aiming at capturing the global market, while maintaining the industry’s competitive edge going forward. The Group has had four meetings to date.

2. About the Interim Report

At the Group meetings, after sorting out the current situation surrounding toys,  discussions were held and interim report on the future direction the toy industry should aim for was compiled, focusing on the following three subjects: (1) global expansion, (2) Acquisition of a diverse fan base, and (3) Enhancement of consumer touchpoints.

We also formulated the Toy Compass, new guidelines to promote the industry on the premise of the government and private entities working together to achieve the future envisioned by the industry in the midst of current changes.

Related Material

• The Study Group on the Value of Toys(PDF:491KB)
• The Study Group on the Value of Toys Interim Report (in Japanese)(PDF:2,722KB)

Division in Charge

Lifestyle Industries Division, Manufacturing Industries Bureau