Sunday, October 16th is Grandchild Day. A new custom of giving picture books to grandchildren in return for Respect for the Aged Day.

2016.10.12 Press Releases
TSUTAYA Co., Ltd.

-- "Books and picture books" ranked second in the list of gifts parents want to give to their children, and third in the list of gifts grandparents want to give to their grandchildren! --

TSUTAYA Co., Ltd. (Head office: Shibuya-ku, Tokyo / President and COO: Kazuo Nakanishi / hereinafter referred to as "TSUTAYA"), which operates approximately 813 bookstores nationwide, will be holding the "Grandchildren's Day Book Fair" until Sunday, October 23rd, in preparation for Grandchildren's Day on Sunday, October 16th, to help grandparents and grandchildren deepen communication through picture books.

In addition, in response to the question, "What kind of child do you hope to develop by giving them books/picture books?", the top answer was "To become a curious child (72.7%)," followed by "To become a kind and considerate child (68.2%)," and "To become a child with ambition (58.6%)." This shows that people have a strong desire to encourage their grandchildren to develop their intellectual curiosity and knowledge by giving them picture books. We also conducted a survey of parents with children under elementary school age, and when asked what gifts grandparents would like to give their children, books and picture books came in second place, after cash and gift certificates, which came in first place.

*For details of each survey, please refer to the attached documents.

Based on these results, TSUTAYA has suggested ways to spend time with your grandchildren by selecting picture books from four themes: "For a curious child," which received the highest score in the survey results, as well as "For a kind and caring child," "For a child who values friends," and "For a child who values family." TSUTAYA is holding a "Grandchild Day Book Fair" in stores to display picture books recommended by TSUTAYA. We believe that spending time together through picture books will provide an opportunity for grandparents and grandchildren to develop deeper communication.

TSUTAYA will continue to offer opportunities for grandparents, parents, and grandchildren to deepen communication across generations and spend time with books that will lead to mutual understanding.

<Survey Results 1>

■ Overview of the grandchildren survey
To find out how grandparents feel about their grandchildren, a survey was conducted on 602 men and women aged 50-79 who have grandchildren up to junior high school age, as well as 200 mothers aged 25-49 who have children up to junior high school age, in order to understand the actual gifts that grandparents give to their children.
*The above data is compiled only for "men and women with grandchildren under elementary school age" and "mothers with children under elementary school age."

■T Questionnaire survey on grandchildren:http://www.ccc.co.jp/news/2016/20161007_005089.html
■ Survey method: Internet (T Survey)
■ Survey period: Friday, September 9th to Wednesday, September 14th, 2016
■ Survey area: Nationwide
■ Survey subjects: Men and women between the ages of 50 and 79 who have grandchildren who are junior high school students or younger, and mothers between the ages of 25 and 49 who have children who are junior high school students or younger (T members)
■Sample size: 802 people (300 men with grandchildren, 302 women with grandchildren, 200 mothers)

*Of these, those with grandchildren under elementary school age: 290 men, 286 women, and 168 mothers with children under elementary school age.

[What is the T Survey?]
Japan's largest online research service, with 9 million T-CARD users registered. As a research program, we provide marketing solutions from planning surveys through the "T Survey" to compiling and analyzing the data.

Materials related to this matter

Sunday, October 16th is Grandchild Day. A new custom of giving picture books to grandchildren in return for Respect for the Aged Day.

Inquiries regarding this matter
TSUTAYA Co., Ltd. Public Relations Tel: 03-6800-4764