According to one study, based on an analysis of 325 million American babies born between 1880 and 2007, the use of common baby names has decreased steadily since 1983, with the greatest rate of change during the 1990s. In 2023, the last year for which figures were published, the UK’s Office for National Statistics found that 64,560 unique names were being registered each year – twice as many as in 1999. This year, according to the US parenting website and app BabyCenter, Juniper, Malachi and Emersyn made it into the top 100 names for the first time. In Japan, the spread of unique names has been so vast that this year the government clamped down on kirakira (shiny or glittery) names, after parents had sparked criticism by naming children after brands or famous characters, including the Pokémon Pikachu, Naiki (Nike) and Pū (as in Winnie-the-Pooh), or others, such as Akuma (Devil), that made headlines.
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