Distribution Industry Assessment of the Girls’ Toy Category and 20th-Anniversary Products
First written in FY2017-Q2. 1 of 22 entries say "Reframed", first in FY2023-Q2. Latest entry: FY2026.
No other company in this theme has enough history to compare yet.
- FY2026Making toys sales: 23.5% year on yearAnnual report
「Making toys 49,606 11,672 23.5%」
Full-year sales of making toys were ¥11.672 million, or 23.5% of the year-earlier period. - FY2026-H1Making toys sales at 21.6% of the year-earlier periodAnnual report
「Making toys 13,286 2,873 21.6%」
Sales of making toys during the interim accounting period were ¥2.873 million, or 21.6% of the year-earlier period. - FY2025Making toys sales at 19.7% of the year-earlier periodAnnual report
「Making toys (Note 2) 251,903 49,606 19.7%」
Full-year sales of making toys were ¥49.606 million, or 19.7% of the year-earlier period. Following the end of production of the Popo-chan series, which was included in the category for the fiscal year ended January 2024, category sales contracted substantially. - FY2025-H1Making toys sales at 18.0% of the year-earlier periodAnnual report
「Making toys (Note 2) 73,815 13,286 18.0%」
First-half sales of making toys were ¥13.286 million, or 18.0% of the year-earlier period. Following the end of production of the Popo-chan series, which was included in the category for the fiscal year ended January 2024, category sales contracted substantially. - FY2025-Q1Sharp drop in making toys sales after the end of Popo-chan productionAnnual report
「Making toys (Note 2) 43,066 5,225 12.1%」
The former doll and making toys category, which included the Popo-chan series, was changed to “making toys,” and sales were 12.1% of the year-earlier period. - FY2024-Q3Unexpected response and retail stockouts following the announcement that Popo-chan production would endAnnual report
「Meanwhile, during the current period, following the withdrawal from the bicycle business, we announced the end of production of the Popo-chan doll series, in the doll and making toys category, which generated an unexpectedly strong response. Consumers who had supported the series sent us warmer-than-expected messages of appreciation and thanks, and media interview requests have continued to arrive one after another. The response even led to sell-through, including temporary stockouts at retail stores.」
The announcement that production of the Popo-chan series would end generated a stronger-than-expected response from consumers and the media, resulting in temporary retail stockouts and sell-through. - FY2024-Q2Doll and making toys sales at 65.3% of the year-earlier periodAnnual report
「Doll and making toys 112,997 73,815 65.3%」
Cumulative second-quarter sales of doll and making toys were ¥73.815 million, or 65.3% of the year-earlier period. - FY2024-Q1Doll and making toys sales at 66.9% of the year-earlier periodAnnual report
「Doll and making toys 64,400 43,064 66.9%」
First-quarter sales of doll and making toys were ¥43.064 million, or 66.9% of the year-earlier period. - FY2023Doll and making toys sales at 87.3% of the year-earlier periodAnnual report
「Doll and making toys (formerly girls’ toys) 403,715 352,551 87.3%」
Full-year sales of doll and making toys, formerly classified as girls’ toys, were ¥352.551 million, or 87.3% of the previous year, contracting from the previous year. - FY2023-Q3Doll and making toys sales at 88.0% of the year-earlier periodAnnual report
「Doll and making toys (formerly girls’ toys) 222,433 195,638 88.0%」
Cumulative third-quarter sales of doll and making toys, formerly classified as girls’ toys, were ¥195.638 million, or 88.0% of the year-earlier period, contracting from the year-earlier period. - FY2023-Q2ReframedAnnual report
「Doll and making toys (formerly girls’ toys) 123,867 112,997 91.2%」
The former girls’ toys category was reclassified as “doll and making toys.” Cumulative second-quarter sales were ¥112.997 million, or 91.2% of the year-earlier period. - FY2023-Q1Doll and making toys sales at 103.5% of the year-earlier periodAnnual report
「Doll and making toys (formerly girls’ toys) 62,233 64,400 103.5%」
First-quarter sales of doll and making toys, formerly classified as girls’ toys, were ¥64.400 million, recovering to 103.5% of the year-earlier period. - FY2022Girls’ toys sales at 93.1% of the year-earlier periodAnnual report
「Girls’ toys 433,430 403,715 93.1%」
Sales of girls’ toys were ¥403.715 million, or 93.1% of the year-earlier period. - FY2022-Q3Girls’ toys sales at 85.1% of the year-earlier periodAnnual report
「Girls’ toys 261,312 222,433 85.1%」
Cumulative third-quarter sales of girls’ toys were ¥222.433 million, or 85.1% of the year-earlier period. - FY2022-Q2Girls’ toys sales at 81.2% of the year-earlier periodAnnual report
「Girls’ toys 152,470 123,867 81.2%」
Cumulative second-quarter sales of girls’ toys were ¥123.867 million, or 81.2% of the year-earlier period. - FY2022-Q1Girls’ toys sales at 82.4% of the year-earlier periodAnnual report
「Girls’ toys 75,482 62,233 82.4%」
First-quarter sales of girls’ toys were ¥62.233 million, or 82.4% of the year-earlier period. The company also cited the impact of a reaction to substantial shipments of a new series in the year-earlier period. - FY2021Girls’ toys sales at 112.5% of the year-earlier periodAnnual report
「Girls’ toys 433,430 112.5%」
Sales of girls’ toys were ¥433.430 million, up 12.5% year on year. - FY2021-Q3Girls’ toys sales at 119.7% of the year-earlier periodAnnual report
「Girls’ toys 261,312 119.7%」
Cumulative sales of girls’ toys for the third quarter were ¥261.312 million, up 19.7% year on year. - FY2020Girls’ toys sales at 82.4% of the year-earlier periodAnnual report
「Girls’ toys 385,432 82.4%」
Sales of girls’ toys were ¥385.432 million, or 82.4% of the year-earlier period. - FY2020-Q3Girls’ toys sales at 78.8% of the year-earlier periodAnnual report
「Girls’ toys 218,247 78.8%」
The non-consolidated results by category show sales of ¥218.247 million for girls’ toys, equivalent to 78.8% of the third quarter of the previous year. - FY2019Contraction of the girls' toy categoryAnnual report
「Sales in the category declined year on year for dolls and girls' hobby products, partly due to the overall market downturn. In September, however, the company launched “Marshmallow Popo-chan” (¥3,280 excluding tax), which features a marshmallow-like feel and promotes the benefits to children of the distinctive softness developed by the company in its Popo-chan series.」
While sales in the girls’ toys category have contracted amid a sluggish market, the company is introducing new Popo-chan products to promote their distinctive value. - FY2017-Q2First statedAnnual report
「The category ranks near the top compared with the market average, and distribution channels continue to have strong expectations for and highly value dolls and other products marking their 20th anniversary.」
The girls' toy category is outperforming the market average, and distribution channels have strong expectations for and highly value dolls and other products marking their 20th anniversary.