Forget Child's Play, Japanese Toy Makers Target Adults

TOKYO, Nov. 2, 2006 — -- The future of the Japanese toy industry could be in the home of Katsumi and Sumiko Ishikura, ages 77 and 65, in the outskirts of Tokyo.

These retirees are big fans of a new line of robotic, computerized dolls that respond to voice and touch with hundreds of programmed responses such as, "You look wonderful today," or "Have you been eating well?" and "It's so nice to be with you."

The Ishikuras know it seems a little strange, but to them, the robots are like having grandchildren around all the time, which is a real comfort at their stage of life.

Their robots, the "Healing Partner" dolls by Tomy-Takara, come in a boy version (Yumeru) and girl version (Neruru).

The robots' computerized chips store hundreds of programmed phrases, keep track of dates and times of day, and can remind their owners to take medicine, eat properly, take advantage of good weather for daily walks, and dress warmly when the seasons change.

And, the robots are a real comfort for Japanese toy companies as adults are now the hope for the Asian nation's toy industry.

With the population aging so rapidly and shrinking at the younger end of the spectrum, there simply aren't enough kids for the toy market.

So companies like Tomy, which created those wildly popular Transformers, say they're transforming their product lines to appeal to the elderly as a matter of survival.

Games for Agility, Reflexes and Entertainment

At this year's Tokyo Toy Show, playthings for preschool-age kids shared space with items for adults older than 50.

And these toys were not all comfort robots or games.

Japan's baby boomers are getting hooked on electronic gadgets that promise to improve reflexes and mental agility.

The Nintendo company's new "Brain Training Game" has been a recent hit, targeting customers older than 60.

Similar to the youth-oriented Game Boy, it is a handheld computer device, loaded with a series of puzzles, based on Japanese spelling and math problems. Players can keep scores to measure the improvement of their memory and reflexes over time.

And toy companies are making sure they stay hooked on the products as companies sponsor community classes that teach seniors how to handle the newest software.

One company is taking its arcade games right into retirement homes, lifting the spirits of inhabitants.

In some nursing homes today, it's not unusual to see octogenarians pounding away with plastic hammers on the popular "Whack-a-Mole" game, or trying to keep up with the programmed rhythms on electronic Japanese drums.

It is difficult to imagine the day in which the aisles of toy stores will be filled less with children than with adults.

But if toys for children are meant to entertain, to instruct and to comfort, they can certainly do the same for the elderly.

Just ask the Ishikuras. They giggle like children as they tuck in the dolls and say good night.

Waiting for the dolls to respond, as their eyes blink shut, they say, "Oyasumi Nasai, Dai ii suki" -- Good night and we love you.