【What is a hobby journal?】
The hobby Journal is a business information newspaper dedicated to disseminating industry trends and related information concerning toys, specifically focusing on hobby-related items such as plastic models, figures, radio-controlled cars, toy guns, model trains, and die-cast cars, as well as character goods and high-target toys for adults.
We are working on editing with the theme of “a Newspaper for the toy industry that stimulates product distribution,” utilizing the aidma marketing method. Aidma marketing is a method of analyzing information using keywords such as Attention, Interest, Desire, Memory, and Action, which are representative of the consumer’s purchase decision process. We place this at the core of our editing and structure the content accordingly.
Hobby toys are a central genre, accounting for approximately 17% (※２）of the total domestic toy market（※１）. Japanese plastic models and figures, which form the core of this market, are highly popular overseas and maintain a near 60% share of toy exports（※３）. With the development of online video streaming infrastructure worldwide and the rise in the status of Japanese anime, the demand for character goods has expanded globally.Currently, these toys are highly anticipated as core Japanese content products, both for inbound consumption as the COVID-19 pandemic subsides and the economy recovers, and for their overall appeal.
High-target toys for adults are becoming a driving force, pushing up the overall sales scale in Japan’s toy market, which faces the challenge of a declining birthrate. These genre trends position the Japanese toy industry as a sector with immense potential.
With the market expected to grow, companies need high-quality, useful information to drive their growth. We launched this publication to make readers realize that the healthy growth of the market can be achieved if the media can provide this information. The hobby Journal will strive to disseminate information with the aim of achieving higher growth in the toy industry. Let’s work together to grow the toy market through this media.
※１ In this case, the overall domestic toy market refers to the sales scale excluding video games and capsule toys.
※２ This figure was calculated based on the domestic toy market size announced by the Japan Toy Association.
※３ These figures were calculated from the trade statistics of the Ministry of Finance.
【Specific page layout】
Each section mainly focuses on numerical data announced by the government and companies.This focuses on the current situation facing the toy industry and presents what may happen in the near future.
Furthermore, business activities are sustained through connections with companies in different industries. To support this, we actively cover the activities of companies and organizations in different industries that are closely related to the business operations of our reader companies.
This includes a wide range of content.
【For your understanding of the content】
We have posted the first issue on our website（You can check by clicking on the underlined text）.
The National Diet Library (1-10-1 Nagata-cho, Chiyoda-ku, Tokyo), the Osaka Prefectural Nakanoshima Library (1-2-10 Nakanoshima, Kita-ku, Osaka City, Osaka Prefecture), and the Shizuoka Prefectural Central Library (53-1 Yani, Suruga-ku, Shizuoka City, Shizuoka Prefecture), hold every issue.
Please feel free to use this for a trial read（The procedures for borrowing newspapers are handled according to each library’s guidelines）.
【Media Outline】
Format of issuance tabloid edition
print edition Pages 4-8 per issue
issue monthly（Published on the 15th of every month）
Subscription fee \10,000／annual（Tax and shipping included）
Delivery method This will be mailed directly to subscribers.
【How to subscribe】
Please contact us first through the inquiry page on this website or the contact information below to inform us of your matter. We will inform you of the bank transfer details for the subscription fee at a later date.
【Notes for subscribing to our regular service】
※ Your subscription will be renewed annually, starting from the month you subscribed.
※ We will begin shipping the newspaper once we confirm receipt of your subscription payment.
※ Please note that the transfer fee is the customer’s responsibility.
※ We may revise our prices due to changes in the consumption tax rate, increases in shipping fees, and other factors.
In that case, we will apply the new rates to customers whose renewals are processed on or after the price revision date.
※ Please note that refunds are not possible for cancellations made for the customer’s convenience.
【Contact Information】
Phone & Fax 03-3920-0523
e-mail toiawase@hobby-journal.com
Reception hours Monday to Friday, 10:00 AM to 5:00 PM, excluding Saturdays, Sundays, and public holidays.
※ We are often out of the office for interviews and other assignments.
Please contact us via fax, email, or the inquiry page on this website whenever possible, rather than by phone. Also, please note that it may take some time for us to get back to you.