TOKYO — Toys R Us Japan is capitalizing on the growing demand from "kidults," adults who collect and enjoy toys, by expanding its range of imported, trendsetting products. The retailer plans to triple the share of sales from this segment, which is driving growth in the market.

At its new store in Ueno, Tokyo, bobblehead collectible figures have become popular items among these adult consumers. To meet this demand, Toys R Us Japan is increasingly sourcing products from Chinese toymakers, reflecting a strategic move to tap into innovative designs and supply from China.

This approach highlights a shift in the toy retail landscape, where adult collectors are reshaping market dynamics and influencing product offerings.

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