JAPAN: Toy manufacturers showcase innovative new toys and classics with a twist at the International Tokyo Toy Show

Record ID: 465092

  • Title: JAPAN: Toy manufacturers showcase innovative new toys and classics with a twist at the International Tokyo Toy Show
  • Date: 17th July 2009
  • Summary: TOKYO, JAPAN (JULY 16, 2009) (REUTERS) SEGA TOYS BOOTH AT INTERNATIONAL TOKYO TOY SHOW PEOPLE ENTERING SEGA TOYS THEATRE PEOPLE SITTING IN THEATRE SEGA TOYS EMPLOYEE TURNS OFF LIGHTS PEOPLE WATCHING FIREWORKS DISPLAY FIREWORKS ON WALL AND CEILING FIREWORKS PROJECTOR FIREWORKS SLIDES (SOUNDBITE) (Japanese) SUSUMU TAKESHIMA, MANAGER OF SEGA TOYS, SAYING: "We've created this toy because Japanese parents in their 30s and 40s are very busy especially if they have small children so they don't have time to go to the fireworks festival even if they want to." MARKERS AND KID'S DRAWING ON SLIDES MORE FIREWORKS EXPLODING ON CEILING KID'S CUSTOM SLIDES ROBOTIC DOGS AND CATS MAN PETTING CAT ROBOT DOG BARKING MAN PLACING SUSHI ON TRAIN TRAINS ON TRACK SUSHI ON DISPLAY (SOUNDBITE) (Japanese) TAKEHIRO YAMAGUCHI, SPOKESPERSON FOR EPOCH COMPANY, SAYING: "Since the train makes it fun for the children, they're more likely to eat foods they don't like. They can also practice using chopsticks." PICTURE AND JAPANESE CASTLE MADE OF BUILDING BLOCKS SWAT TRUCK PULLING UP HELICOPTER TAKES OFF FROM SWAT TRUCK WOMAN AT KOREAN BARBECUE GAME BOOTH FOOD BOUNCING IN KOREAN BARBECUE GAME WOMAN DEMONSTRATING BARBECUE GAME VARIOUS OF EXHIBITION FLOOR
  • Embargoed: 1st August 2009 13:00
  • Keywords:
  • Location: Japan
  • Country: Japan
  • Topics: Industry,Light / Amusing / Unusual / Quirky
  • Reuters ID: LVAD6AXP9RKZPLY8TQMCBHRVVWG4
  • Story Text: The International Tokyo Toy Show kicked off on Thursday (July 16) with toy manufacturers competing for the spotlight as the next big thing for kids young and old, with toys ranging from the technologically innovative to creative takes on old classics.
    Despite a struggling economy and a shrinking population of children in Japan, retailers have reason to remain optimistic. Toy sales in Japan have remained stable over the last 12 months and show no sign of slowing. For this industry in particular, business is still booming.
    At Sega Toys, the headline act was an indoor fireworks display. While fireworks are a summer tradition in Japan, for about 160 U.S. dollars one can enjoy Sega Toys' At Home Fireworks 365 days of the year.
    The toy uses projection technology similar to a planetarium: A projector displays slides of firework patterns on the wall and roof. It creates an explosion-like appearance by quickly enlarging the projected image.
    The colorful explosions are punctuated with booming sound effects.
    The manufacturer hopes the toy will bring busy families together around the summer tradition without leaving the comforts of home.
    "We've created this toy because Japanese parents in their 30s and 40s are very busy -- especially if they have small children -- so they don't have time to go to the fireworks festival even if they want to," said Susumu Takeshima, manager of Sega Toys, hopes to sell 50,000 units in the first year and has already received orders for 20,000.
    The company sells seasonally themed slides for many occasions and children can even draw on the firework slides of their own with special markers.
    One of the winners in the toy show's "innovation" category of the Japan Toy Awards was the Dream Cat Venus, a robot cat that responds to touch by raising its paws, shaking its head and rolling over.
    Its predecessor, a larger robotic dog named Dream Dog Deluxe, won the same award last year.
    Educational toys were also a big hit, like the Railway Restaurant and Game, a toy replica of the Skinkansen Bullet Train.
    But this train isn't just another classic model train set.
    The toy carries trays of plastic sushi, to make eating fun for kids.
    "Since the train makes it fun for the children, they're more likely to eat foods they don't like. They can also practice using chopsticks," said Takehiro Yamaguchi, spokesperson for Epoch Company. He hopes to sell 30,000 units in the first year.
    While a number of classic kids toys were on display, a number of manufacturers took old toys to new heights.
    The Mission Carrier S.W.A.T. remote control truck, releases a flying helicopter on command.
    The Barbecue King features a faux-Korean grill complete with jumping plastic sausages and strips of meat.
    The object of the game is to grab food from the pan and serve it on a plate.
    The annual four-day exhibition includes over 36,000 toys from 132 companies. While two days are reserved for buyers, the show is open to the public for two days this weekend. Organisers expect approximately 160,000 people to visit, play and unleash their imagination.
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