发布日期：2006年10月

摘要

Executive summary

2006 Japanese toys and games industry faces setbacks

Industry setbacks, which reduced the overall value sales of Japanese toys and games in the review period, included changing consumer preferences, increased competitiveness that led to aggressive price discounts, and market saturation on account of the declining birth rate. In 2006, overall value sales declined by 4% from 2001.. The economic setbacks experienced by Japan led to more consumers being reluctant to spend on more expensive toys.

Miniature and collectible toys showed positive performance

Despite the weak performance of the Japanese toys and games sector in 2006, when their overall sales declined by 0.9%, sales of the activity/construction, model vehicles and soft/plush toys sub-sectors all experienced positive growth. This reflected the change in market preferences, especially among adults, towards collectible toys and games. As the Japanese are increasingly favouring miniature and collectible toys, manufacturers have made this an avenue for growth.

Traditional games under pressure from the video games sector

Value sales of toys and games remain heavily biased towards traditional toys and games, which accounted for 58.8% of the market's overall value in 2006. This share is under constant pressure, however, from the video games sector, which continues to attract increasing demand. The positive demand growth for miniature and collectible toys may serve, however, as cushions to minimise this pressure during the forecast period.

Video games sector struggling to perform in 2006

Despite the advent of many modern game consoles within the review period, such as the Sony PlayStation 3 and the Xbox 360, the value sales of the video games sector continued to experience an overall decline. Reduced sales of previous releases of video games products failed to sustain enthusiastic demand from the market. As a result, the value sales of the video games sector declined by a total of 6.3% during the review period. Japanese consumers continued to shift their attention towards newer and better versions of video games and to abandon their less attractive, earlier versions.

Outlook for toys and games industry may remain bleak

The conditions that restricted the overall growth of Japan's toys and games industry are likely to continue. These include the falling birth rate, changing market priorities, the lower prices of traditional toys, and manufacturers' desire to increase sales by implementing discount packages. These measures are expected to reduce overall value sales by a total of 2.7% between 2006 and 2011. Manufacturers' ability to withstand these setbacks will depend largely on their ability to adapt consciously to the changing preferences of the domestic market. The leading market players from the review period are expected to be thriving by 2011, as a result of the collaborations and mergers that will characterise this competitive market during the forecast period.

目录及图表

Table of contents

TOYS AND GAMES IN JAPAN : MARKET INSIGHT

EXECUTIVE SUMMARY

2006 Japanese toys and games industry faces setbacks

Miniature and collectible toys showed positive performance

Traditional games under pressure from the video games sector

Video games sector struggling to perform in 2006

Outlook for toys and games industry may remain bleak

KEY TRENDS AND DEVELOPMENTS

Nostalgic toys to hit the stores

Miniature toys for big opportunities

Online games: the new trend for video games

From consumer-drain to brain-training

MARKET DATA

Table 1 Retail Sales of Toys and Games by Sector: Value 2001-2006

Table 2 Retail Sales of Toys and Games by Sector: % Value Growth 2001-2006

Table 3 Retail Sales of Toys and Games by Distribution Format: % Analysis 2001-2006

Table 4 Toys and Games Company Shares by Value 2002-2005

Table 5 Forecast Retail Sales of Toys and Games by Sector: Value 2006-2011

Table 6 Forecast Retail Sales of Toys and Games by Sector: % Value Growth 2006-2011

DEFINITIONS

Toys and games

LOCAL COMPANY PROFILES - JAPAN

CAPCOM CO LTD - TOYS AND GAMES - JAPAN

STRATEGIC DIRECTION

KEY FACTS

Summary 1 Capcom Co Ltd: Key Facts

Summary 2 Capcom Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Capcom Co Ltd: Competitive Position 2005

EPOCH CO LTD - TOYS AND GAMES - JAPAN

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Epoch Co Ltd: Key Facts

Summary 5 Epoch Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Epoch Co Ltd: Competitive Position 2005

KAWADA CO LTD - TOYS AND GAMES - JAPAN

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Kawada Co Ltd: Key Facts

Summary 8 Kawada Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Kawada Co Ltd: Competitive Position 2005

NAMCO LTD - TOYS AND GAMES - JAPAN

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Namco Ltd: Key Facts

Summary 11 Namco Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Namco Ltd: Competitive Position 2005

SQUARE ENIX CO LTD - TOYS AND GAMES - JAPAN

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Square Enix Co Ltd: Key Facts

Summary 14 Square Enix Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 Square Enix Co Ltd: Competitive Position 2005

TRADITIONAL TOYS AND GAMES IN JAPAN

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 7 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006

Table 8 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006

Table 9 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006

Table 10 Traditional Toys and Games Company Shares by Value 2002-2005

Table 11 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011

Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011

VIDEO GAMES IN JAPAN

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 13 Retail Sales of Video Games by Subsector: Value 2001-2006

Table 14 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006

Table 15 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006

Table 16 Video Games Company Shares by Value 2002-2005

Table 17 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011

Table 18 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011