The popularity in 1:144 kits in Japan has grown tremendously in the last year, with sales at convenience stores heavy. Everything from anime to armor, fantasy to the latest movie models and collections of WWII or modern fighting systems (aerial, ground, naval). Prices are very reasonable, and kids get to play with stuff that is not too difficult to put together, nor hard to store (if no destroyed through playing). The botom end of the market is therefore catered for by smaller scales, rather than poorer molding - because, let's face it, going backwards is not an option, and the technology and expertise demanded is costing more and more as the market did not grow noticeably. It is a logical choice to try and expand the market with different tools, such as small scales.