Japanese toy craze on way to Ireland

Gundam Wing, the Japanese "Star Wars", is the biggest entertainment phenomenon to emerge from Japan. Never heard of it? You will soon.

This space soap opera, which began in 1979, is an epic tale of giant robot suits, powered by humans, fighting for the fate of the universe. Bandai have sold five billion dollars worth of the stuff world-wide.

Bandai also produce the popular Digimon and Betty Spagetty, a non-sexist "alternative" to Barbie.

Gundam's 400 different styles of complex model kits appeal to slightly older children, aged eight and over. These kits are great projects for rainy summer days, as they encourage logical thinking and coordination. The animated TV shows, which are on their way, make the model kits even more appealing to the imagination.

The combination of new technology and robotics is a Japanese fascination. Japan's arms industry is almost nonexistent, so instead they've put their ingenuity into toys and electronic toys. The marketing is massive and, like a lot of parents, I don't like to see my kids buying into the hard sell.

The difference with Bandai, however, is that the toys have educational value, encourage imagination and collections can be built up slowly. For example, Digimon action figures start at £2.99 each.

Creating imaginative worlds with the figures keeps kids happy for hours on end. Ironically, it's one way in which a product marketed on TV actually gets kids away from it.