Open up almost any children's toy box and you'll probably find a few toys that were made or designed in Japan.
The problem for Japanese companies is that the country's falling population means that there are now less children than before to play with them.
That has led the toy companies to turn to adults as potential customers.
Take the business Tomy, which had a world wide hit with the children's robot toy Transformers.
One of its latest lines is a doll that is selling very well to adult women, especially women over the age of 60.