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Industry News-BANDAI tapping into China Toy Market with a new brand

According to a report by Nihon Keizai Shimbun, the world-leading Japanese toy producer BANDAI announced in March that it will release a new brand featuring 9 products catered to the Chinese toy market targeting 0~3-year-old kids. As the market for toys, maternity and baby products keeps expanding in China, it is said that the market scale of China has exceeded 10 times compared to that of Japan. Faced with the lucrative potential, BANDAI decided to dedicate to the upper market focusing on design and safety and aim to reach sales volume of JPY1.5billion by March 2020.

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The new brand comes with a cute name “the bears’ school baby”. Its design was inspired by the popular picture book with the same name from Japan. New products will be gradually on the shelves from March at around 100 infant supplies chain stores with comprehensive shopping mall Aeon as representative in major cities like Beijing and Shanghai and some other cities .

Under this brand, BANDAI will roll out 9 products including plush toys, bedside toys, fabric picture books, building blocks etc. It also set its own standards for quality and safety, which are stricter than Chinese industry regulations. The 9 products will be released at different times until around autumn.