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Friday, 3rd December 2010
In General Japan News,

Japanese toys aim for US market share

Japanese toy maker Tomy Co is hoping to break the US market this Christmas.

Tomy has been a key toy producer in Japan for four decades but has had limited success overseas, reports AP.

However, this year the company is hoping to boost sales in the US and develop an alternative sales channel – especially as the Japanese birth rate declines.

"The tradition of enjoying the holidays is so much stronger in the U.S.," explained Tomy general manager Shigemi Sugay.

He added: "Toy sales are going to hold up compared with other industries."

The company is hoping to increase overseas sales by 25 per cent in the next two years and recently reported a 10.5 per cent decline in net sales during the first six months of the year.

Tomy's most popular products include plastic trains and die-cast cars, which are aimed at children aged from four to seven.

Written by Susan Ballion.

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