Toymakers bounce back in the land of adult nappies

WILLIAM ELLIOT GRIFFIS, an American educator who travelled to Japan in the 1870s, noted that in the previous two and a half centuries, “the main business of this nation was play”. He described toyshops filled as full as Christmas stockings and plenty of grown-ups “indulging in amusements which the men of the West lay aside with their pinafores”.

Griffis would have found it familiar walking today around Hakuhinkan Toy Park, one of the largest toy stores in Tokyo. Teens, office workers and grandparents are mostly to be seen perusing its 200,000-odd knick-knacks across five floors. Its director, Hiroyuki Itoh, says he wants the store to be a place where everyone can play. After work, suited salarymen come to spend ¥200 (under $ 2) for a five-minute whizz around a 36-metre slot-car racetrack. In another corner a gaggle of university students fiddle with displays of toys from the era of their childhoods.

Playthings aimed at the over-20s make up 27% of Japan’s domestic toy sales, according to figures from Euromonitor, a market-research firm. That grown-up portion of the market has been crucial for Japan’s three biggest players,…Continue reading
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