Japanese toycos seek new revenue streams to ride out a market drought

As Japan continues to be battered by a decade-long recession, entrée into the world's second-largest toy market is no easy task. The slowdown in the American economy, record unemployment levels in 2001 and a sluggish stock market have all contributed to lackluster consumption, forcing retailers to hack prices and toy companies to look for new distribution channels and demographics. Consumer prices recorded their largest fall since the end of the Second World War last year, and the Japanese toy industry contracted by 15% to 20% and failed to generate any notable hit products.
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September 1, 2003

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