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Japan’s booming toy market defies declining birth rate as adults get playful

The toy market in Japan is on an upwards trend despite the country’s declining birth rate, boosted by robust demand from adults seeing gadgets as an affordable hobby and a means to connect with others via social media, a research firm said. The market in the 2024 financial year grew 7.9 per cent from a year earlier to a record 1.1 trillion yen (US$7.4 billion), led by trading cards and character merchandise, expanding 36 per cent from 10 years ago, according to the Japan Toy Association. Other...


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