Appropriate For All Ages
Japanese toymakers now see senior citizens as their most dynamic market. Nearly 22 million Japanese–17.4 percent of the population–are over 65, and that number is expected to top 25 percent by 2020. Three million senior citizens live alone, and 1.55 million Japanese are senile (their numbers are also expected to grow rapidly). This aging population presents a huge “silver market”–estimated at 50 trillion yen ($416 billion)–for everything from beds to cosmetics to home-care nurses and helpers....