About Japan Webinar 65: Toy Industry in Japan

April 14 2016

Is there a potential for European companies to further expand/enter into the Japanese toy market?

In recent years, the Japanese toy market has changed significantly. In fiscal 2014 ending March 2015, Japan’s toy market witnessed a year-to-year increase by 9%, the best sales in a decade. Business integrations of major players including wholesalers have altered the market landscape. At the same time, the low birth rates as well as other factors are impacting the industry in various ways. How will the industry develop in the years to come and what are the chances for foreign companies to further expand in Japan? 

The webinar was targeted for European companies to get information on the Japanese toy market as a basis for evaluation of entering into Japan

Topics learned during this webinar :

In 40 minutes from your desk, discover:

  • Market overview including market size, key drivers, trends and distribution channels
  • Profiles of major domestic players
  • Current status of foreign players
  • Safety standards and regulations
  • Potential areas for European companies in Japan


  • Introduction
  • Expert’s presentation
  • Q&A Session
  • Conclusion

Speaker: Maths Lundin, SJC KK  Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office


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