Girls’ Toys Underpinned by Strategically Priced Products
First written in FY2017-Q3. 11 of 13 entries say "Advanced", first in FY2019. Latest entry: FY2024.
No other company in this theme has enough history to compare yet.
- FY2024AdvancedAnnual report
「The Neji Hapi series also delivered strong sales growth.」
Amid a challenging toy market, strong sales growth in the Neji Hapi series offset part of the decline in sales caused by discontinued long-selling products. - FY2023AdvancedAnnual report
「The Sumikko Gurashi World DIY Set, launched as a limited-time product, sold out by year-end.」
The limited-time collaboration product in the Neji Hapi series achieved the sales result of selling out by year-end. - FY2023-Q3AdvancedAnnual report
「While the doll series remains sluggish, the Neji Hapi DIY-toy series has maintained a certain level of popularity. The Sumikko Gurashi World DIY Set, launched as a limited-time product, is expected to sell out by year-end as planned.」
While girls' toys remain sluggish, the Neji Hapi series has maintained its popularity, and the limited-time Sumikko Gurashi collaboration product is expected to sell out by year-end. - FY2023-Q1AdvancedAnnual report
「Going forward, the Company plans to launch collaboration products with the long-selling confectionery brand Kuppy Ramune, including Kuppy Ramune Popo-chan, as well as separately sold dress-up outfit sets, to increase awareness of Popo-chan.」
To revive the Popo-chan series, the Company plans to introduce a collaboration product with Kuppy Ramune and separately sold dress-up products to increase awareness. - FY2022AdvancedAnnual report
「The Neji Hapi series was featured by the media as a noteworthy product from the perspective of SDG 5, “Gender Equality.” In particular, products such as the Neji Hapi Sumikko Gurashi Mega DIY Set performed well, selling out soon after launch.」
Products featuring popular characters were introduced in the Neji Hapi series, attracting media attention and resulting in early sell-outs after launch. - FY2022-Q2AdvancedAnnual report
「Although the business environment surrounding the Company remains challenging, it launched Popo-chan × SNOOPY, a doll set that lets children enjoy the world of the popular character SNOOPY, as the Popo-chan series celebrates its 25th anniversary. The Company will continue promoting it as a key product for this year's 25th-anniversary year, using social media to increase contact with mothers and children outside stores.」
To coincide with Popo-chan's 25th anniversary, the Company launched a collaboration product with SNOOPY and has been promoting it outside stores through social media. - FY2021AdvancedAnnual report
「A new Neji Hapi product, the Neji Hapi Sumikko Gurashi Standard Set, which lets children enjoy the world of the popular Sumikko Gurashi characters, became popular as a Christmas gift and attracted attention, selling out by year-end. It was priced at ¥4,580.」
A product featuring popular characters was introduced in the Neji Hapi series and sold out by year-end as a Christmas product. - FY2020AdvancedAnnual report
「Even under these conditions, the Company sought to revitalize the category by changing the facial designs of its long-selling dolls and launching new products in its girls' hobby line, including new products in the Neji Hapi DIY-toy series.」
The Company sought to revitalize the sluggish girls' toy market by changing the dolls' facial designs and introducing new Neji Hapi products. - FY2020-Q2AdvancedAnnual report
「The Company conducted a replacement campaign for existing Popo-chan dolls held in distribution inventory, with June of the second quarter as the deadline. Popo-chan dolls with the new face design were placed on shelves nationwide, and preparations were completed for year-end demand alongside the new products launched in July.」
A replacement campaign for existing Popo-chan dolls in distribution inventory was conducted through June. Products with the new face design were rolled out to stores nationwide, while new products launched in July were prepared for year-end demand. - FY2020-Q1AdvancedAnnual report
「In the Company's affection series, it has been launching a succession of new products that refresh the image built over 23 years since Popo-chan was introduced. These included My Cute Little Sister Popo-chan in February at ¥4,580 before tax, Popo-chan's Laundry Room in March at ¥3,480 before tax, and I'm the Mommy, Baby Popo-chan in April at ¥5,000 before tax, as well as 2 accessory items. Each new product individually showed stronger sell-through than in the previous year, and there was also pre-stocking ahead of Golden Week, indicating high expectations for the Company's series.」
New products were launched in February, March and April to refresh the image of the Popo-chan series. Each product showed stronger sell-through than in the previous year, and pre-stocking also occurred ahead of Golden Week. - FY2019AdvancedAnnual report
「The Company launched Marshmallow Popo-chan in September at ¥3,280 before tax. In the market environment unique to the current period, in which dolls featuring strong characters have been appearing one after another, sell-through at stores that actively promoted the product after its September launch outperformed the market average.」
A new doll product was launched in September, and stores that actively promoted it achieved sell-through above the market average. - FY2019-Q1ReframedAnnual report
「In the first quarter, with support from distributors, the Company actively launched new dolls and ran new campaigns,」
The response to girls' toys has shifted in the disclosure from conventional value-oriented products to new doll launches and campaigns supported by distributors. - FY2017-Q3First statedAnnual report
「However, the decline has been stemmed by measures involving value-oriented products such as the Platinum Select Bag.」
The disclosure describes efforts to curb the decline in doll-series sales by introducing value-oriented products.