Key facts
- Toys R Us Japan is focusing on the growing "kidult" market.
- The retailer aims to triple the sales share from this segment.
- The strategy involves offering a wider variety of imported and trendsetting products.
- Chinese toymakers are being tapped to supply these products.
Toys R Us Japan is strategically targeting the burgeoning "kidult" market, with plans to significantly increase sales from adult consumers who purchase toys. The retailer aims to triple the segment's contribution to its overall revenue by expanding its product selection to include more imported, trendsetting items. This initiative involves collaborating with Chinese toymakers to source these specialized products, reflecting a shift in consumer demand where adult collectors and enthusiasts are becoming a significant demographic for the toy industry.