Alpha Generation Marketing Seminar on August 28 Talk Session to Explore the Realities of the New Generation of Today's Hot α Generation

Tokyu Agency Inc. will hold a "Talk Session to Explore the Realities of the New Generation Alpha Generation," utilizing the knowledge of Alpha Find*, an alpha generation design firm that supports marketing activities related to the alpha generation, the next generation of consumers, at Japan's largest toy festival, the It will be held on August 28, 2025 (Thursday) from 14:00 to 14:45 at the Tokyo Toy Show 2025, the largest toy festival in Japan.

Alpha Generation Marketing Seminar

At this seminar, we will welcome Ms. Haruko Shiraishi, editor-in-chief of "Anfan," Japan's most read* parenting magazine, who will join our αFind members for an in-depth talk session on the characteristics of the α generation, including the perspectives of α generation parents. In addition, Daisuke Fujii, editor-in-chief of the monthly Toy Journal, will talk about trends in toys for the next generation and future prospects for the toy market, and we will look into the essence of marketing to the α generation.

There is no charge for participation. All interested parties are welcome to attend.

*Japan ABC Association Publishers Report January-June 2023 Average

AlphaFind*, the alpha generation design firm

Tokyu Agency's "Alpha Generation Research Team," which has been studying the values and purchasing behavior of the Alpha Generation, is the predecessor of the Alpha Generation Design Firm. We also work closely with our clients to develop comprehensive solutions.

*Trademark registration pending

Seminar Outline

Date : August 28, 2025 (Thursday) 14:00-14:45

　　　　　(Tokyo Toy Show 2025 Business Day 1)

Venue ：Tokyo Toy Show 2025 Stage in the venue

　　　　　Tokyo Big Sight, West Hall 1

　　　　　Tokyo International Exhibition Center West Hall 1F, 3-11-1 Ariake, Koto-ku, Tokyo 135-0063, Japan

Access: Rinkai Line Kokusai-Tenjijo Station (approx. 7 min. walk from the station)

　　　　　Yurikamome Line Tokyo Big Sight Station (approx. 3 min. walk from the station)

　　　　　Toei buses and express buses are also available (e.g. Toei Bus 05, East 16, etc.)

Admission : Free

There will be no online streaming of the seminar.

<Seminar Registration

https://www.tokyotoyshow.com/event/8678

Pre-registration is required to attend the Business Day where the seminar will be held. Please register at the URL above.

■ Lecture Contents

First half: Talk session to explore the realities of the alpha generation, a new generation now in the spotlight

A talk session by Ms. Haruko Shiraishi, Editor-in-Chief of "Anfan," a magazine on child-rearing, and members of Tokyu Agency's α-generation design firm "αFind" will be held to delve deeply into the characteristics of the α-generation from the perspective of their parents, and to explore clues for future marketing activities.

Second half: Trends and future market trends of popular toys for the alpha generation and the next generation

Mr. Daisuke Fujii, Editor-in-Chief of Monthly Toy Journal, will take the stage to unravel the trends of popular toys for Generation α and the characteristics of the α generation nurtured in their childhood. He will also explain future trends in the toy market from the broad perspective that only the editor-in-chief of an industry magazine can provide.

Speakers

Kodomo Ribingu Co.

Editor-in-Chief of "Anfan," Japan's most read* child-rearing magazine

Haruko Shiraishi

Haruko Shiraishi

Ms. Shiraishi began her career as a student writer while still in college. After gaining experience as a writer and editor at several publishing companies, she joined Kodomo Ribingu Co.

Anfan," a child-rearing information magazine

Anfan is Japan's most read* child-rearing information magazine as a sympathetic media based on mothers' actual experiences and word-of-mouth communication.

Japan ABC Association Publishers Report 2023 January-June average

Monthly Toy Journal Editor-in-Chief

Mr. Daisuke Fujii

Mr. Fujii joined the Toy Journal Editorial Bureau of the Tokyo Toy and Doll Cooperative Association in 1998, and has been reporting on the latest trends in the toy industry as a trade journalist for the past 27 years.

Monthly Toy Journal

The only trade magazine in the toy industry with a history of more than 120 years, first published in 1903. It has a wide readership from major toy manufacturers to toy stores in town, and covers a wide range of fields including general merchandise and hobby products.

Website URL: https://www.toyjournal.or.jp/