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Toy Fair Global Market Sessions: Finding Success in Japan and the U.S.

January 21, 2020 | The Toy Association will present its latest global market research on Japan and the U.S. during two Knowledge Network seminars at the 117th Toy Fair New York. The seminars will provide in-depth analyses to help companies confidently expand their businesses in these markets.

During the educational sessions, Anne McConnell, The Toy Association’s senior director of market research & data strategy, will provide an overview of each country’s demographics and business environment. Philippe Guinaudeau, CEO of Kidz Global, will discuss consumer preferences in Japan and the U.S., including relevant insights into kids’ daily routines and their digital activities, play trends, popular entertainment brands among kids, pocket money trends, and more.

“Due to declining birthrates, children represent just under 13 percent of Japan’s population of about 126 million – far less than leading markets such as the U.S. and China,” McConnell said. “In order to find success in this highly competitive toy market, companies need to understand how to adapt to changing demographics. These seminars explore Japan and the U.S. and their specific cultural preferences to help companies assess whether or not they can effectively compete in these regions.”

The “Global Market Research: Japan” session will take place on Saturday, February 22 at 11:30 a.m. in Room 1E11 (Hall 1E) at the Jacob K. Javits Convention Center. The presentation on the U.S. will take place in the same room on Sunday, February 23 at 11:30 a.m.

The Global Market Research sessions are free to Toy Association members. The registration fee for non-members is a flat rate of $99 to attend one or both presentations.

Toy Fair will take place February 22 to 25 at the Javits Center in New York City. Visit for up-to-the minute details on exhibitor listings, educational sessions, hotels, and more, or download the free Toy Fair Mobile app on iTunes or Google Play.