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.
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