SWOT Analysis
Strength
1. Major focus on characters popular for action appeal
2. Makes accompanying audio visual games
3. Popular characters like Ben 10, power rangers and Pokemon captured major market for toys
4. Strategic bases in Asia to provide production side support
5. Introduction of niche toys like virtual pets
Weakness
1. Limited reach in the global market
2. Limited brand awareness compared to global manufacturers
3. Low marketing focus outside Japan
Opportunity
1. High growth in hobby and collectors business
2. Demand for Japanese cartoon characters in world toy market
3. Large audience for character based video games
Threats
1. No exclusivity for characters
2. Cheap replicas available
3. Intense competition from Nintendo in video games