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— Latest update: June 2022 —
Over the past few decades, Japanese popular culture and the toys associated with it, have become increasingly popular in Europe (Pokémon probably being the most obvious example). At the same time, toy stores in Japan offer Barbie dolls and Lego alongside traditional dolls and Japanese action figures. The following article gives an overview of current trends in the Japanese toy market.
> For more information about the electronic games sector, please consult our dedicated page.
This website and related activities are managed by the EU-Japan Centre for Industrial Cooperation, a joint venture between the European Commission's Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROW) and the Japanese Government's Ministry of Economy, Trade & Industry (METI).
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Hundreds of web pages with up-to-date information on Japan, more than 400 market reports and recorded webinars available as well as a lot of detailed information on Japanese business culture.