Licensing Domestic Properties a Key Growth Strategy for Toys and Games Companies in Japan

Licensing remains a key growth strategy for toy manufacturers to drive sales within the traditional toys and games market. In Japan, the majority of popular licenses are homegrown characters. Besides the well-known Hello Kitty character, there are many popular and long-established domestic characters such as Anpanman and Doraemon that play key roles in toy companies’ strategies. As licensing will remain a key factor driving sales in the global toy market, toy manufacturers need to understand the role of local as well as international licensing trends both in Japan and worldwide.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.