Bangkok--13 Nov--4D Communication Company pioneers market with Re-ment — miniature collectable items for modern Thai consumers The two “Kitlertphairoj” brothers launched Kidz & Kitz as a toys and collectable product company, focusing on attractive design items to fill up the gap. The company markets Re-ment as a first Japanese lifestyle miniature product in Thailand, while joining forces to develop Thai-designed products for the world market. Werasak Kitlertphairoj, Managing Director of Kidz & Kitz Co., Ltd., disclosed that with more than 10 years in the toy business in Thailand, he had decided to establish Kidz & Kitz to take on new opportunities in toy and collectable products, where there remained no competition. “This is in a way, a Blue Ocean Strategy because there are several new toys and collectable items remained unknown to consumers. We have decided to bring over Re-ment — lifestyle collectable item from Japan to Thailand for the first time. The product should become a successful pilot item following the strong trend of J-pop and K-pop,” he said. “Re-ment is not a toy but collectable & lifestyle product. The toy market has drastically changed. They are no longer just dolls and robots. Technologies have been used, while electronic games and the Internet have taken so much share from the toy category. The age group for dolls and robots has narrowed from 4-14 years to 4-10 years. Children with age of over 10 years will pay attention to other things such as games and Internet,” he explained. “In addition, miniature products have also been increasing popular. Our target customers are not children but teenagers and working professionals. A research shows that the children population (age below 15 years) will decline while consumers in the working category (age 15-59 years) will increase. The working professionals make up 66% of the total population or 41 million people. In Japan, Re-ment attracted over 70% of teenagers and working professionals,” he said. Taking into consideration the behavior of the children and adults, Weerarat Kitlertphairoj, Marketing Manager of Kidz &Kitz Co., Ltd., said these two groups of consumers were so different. “Children changes their mind quickly if motivated by new things. They easily get bored and want to try new things. Some of them play a toy for one day and get bored with it, while adults like to play and collect. Whatever they like they will study and collect as their private collection for them and others to appreciate. Children rely on parent’s money, while adults do not. Re-ment is a collectable item that involves lifestyle. Something we see when we travel and we would like to keep but it is impossible due to the size of things. Re-ment is a miniature item that resembles those. They simply fulfill the experience and imagination,” he said. “We believe that not for long we will have Re-ment Society in Thailand. Our marketing activities will help exhibit the power of the people who are in love with collectable & lifestyle items from here and beyond,” he stressed. Miss Yayoi Torikai, Procurement and Production Management Manager of Re-ment Japan, disclosed details of the latest cooperation in developing Thai-designed toys for the world, saying: “Thailand is a unique country in culture and tradition especially Thai food and desserts, which are well-known around the globe. We have discussed with Kidz & Kitz to find ways to develop Thai products in mass-produced format, the same fashion with Re-ment, which are being sold all over the world. However, a careful study must be carried out in order to achieve effective development.” Kidz &Kitz Co., Ltd. will market Re-ment in the final quarter of this year with projected sales of over 5 million baht. Sales will increase 3-5 times next year.