Japanese subscription commerce company aims to ship popular toys

A new startup called Sugu Toys Japan created by SugoLog is an innovative company that delivers Japanese toys to children around the world for a subscription fee. Customers will be able to receive Japanese toys like Pokemon, Naruto and Hello Kitty that are extremely popular throughout the world, according to a report by Tech In Asia.

The service is still in development and the company is facing challenges associated with setting monthly subscription prices because the value of the Japanese yen is so high, making overseas exchange rates slightly more complicated, the news source said. Nevertheless, Sugu Toys Japan plans to cater to English-speaking countries first, since market research by executives suggested demand for the toys is highest in these areas. Other countries will be accommodated later.

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