Japan Toy Market Overview, 2027

Japan Toy Market Size, Share, Trend & Market Analysis By Type, By Distribution Channel, By End User, Competition, Forecast & Opportunities.

Japanese parents aim to foster independence and responsibility in their children. The toy market in Japan has traditionally been one of the largest and most influential markets globally. Japan has a strong culture of toy consumption, and toys play a significant role in the lives of children and adults alike. Traditional toys are particularly popular among both children and adults during the holiday of the Japanese New Year. These toys reflect the spirit and history of Japan throughout the ages. As is the case in many other countries, handcrafted playthings have amused children for centuries in Japan. Japanese culture places a strong emphasis on fictional characters, whether they come from anime, manga, video games, or movies. Characters like Hello Kitty, Pokémon, Super Mario, and Gundam have become iconic not only in Japan but also globally. The popularity of these characters drives the demand for related merchandise, including toys. Additionally, Japan has a strong gift-giving culture, and toys are often exchanged as gifts during special occasions and holidays. Toys are seen as a way to express affection and thoughtfulness, especially when given to children. Traditional events like Children's Day (May 5th) also emphasise the exchange of toys as a symbolic gesture. According to the research report "Japan Toy Market Overview, 2027," published by Bonafide Research, the Japan toy market is projected to reach a market size of more than USD 8.83 billion by 2027. Toys are segmented into action figures and accessories, arts and crafts, building sets, dolls, games and puzzles for infants, toddlers, pre-schoolers, youth electronics, outdoor and sports toys, plush, vehicles, and explorative and other toys. Games and puzzles have a significant effect on the toy market in Japan. Traditional puzzles like the "Sudoku" number puzzle and the "Hanayama" metal puzzles have their origins in Japan. These puzzles have gained popularity globally and are often associated with Japanese puzzle-solving prowess. Products like Rubik's Cubes, 3D puzzles, and intricate mechanical puzzles have a dedicated following. These toys often combine elements of engineering, logic, and problem-solving, appealing to both children and adults.

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Asia-Pacific dominates the market and is the largest and fastest-growing market in the animal growth promoters industry globally

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Japan has been a powerhouse in the global video game industry, with iconic Japanese gaming companies like Nintendo, Sony, and Sega leading the way. Video games have become deeply ingrained in Japanese culture, with a large and dedicated fan base. From console games to mobile gaming, Japanese consumers are enthusiastic. Japan has a thriving toy industry, and several major brands are prominent in the market: Bandai, Takara Tomy, Sanrio, Medicom Toy, and Konami. Sales channels include online and offline channels. Yahoo Shopping, Toys "R" Us Japan, Yodobash, and Premium Bandai are major online companies in Japan's toy industry, offering a wide range of toys and related products to cater to different interests and preferences. Capsule toys, known as "gashapon" in Japan, are immensely popular. These small toys are sold in vending machines, and customers can collect various items by chance. The appeal of capsule toys lies in their affordability, surprise element, and thrill of collecting. Character-based toys continue to be a dominant trend in Japan. Toys featuring popular characters from anime, manga, and video games have a strong following. Consumers are drawn to toys that allow them to interact with and collect merchandise related to their favourite characters. Japan has been experiencing declining birth rates and an ageing population. This demographic shift has resulted in a smaller target audience for toys, as there are fewer children in the country. Furthermore, meeting safety standards and maintaining product quality are crucial but can pose challenges, especially for smaller companies. Economic factors, such as fluctuations in consumer spending, inflation rates, and currency exchange rates, can impact the toy market. Economic downturns or periods of uncertainty may lead to decreased consumer confidence and reduced discretionary spending on non-essential items like toys. Considered in this report • Geography: japan • Historic year: 2016 • Base year: 2021 • Estimated year: 2022 • Forecast year: 2027

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Manmayi Raval

Manmayi Raval

Research Consultant

Aspects covered in this report •Japan toy market with its value and forecast along with its segments • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation Segment covered in the report By Product • Action Figures & ACC •Arts & Crafts •Building Sets •Dolls •Games/Puzzles •Infant/Toddler/Preschool •Youth Electronics •Outdoor & Sports Toys •Plush •Vehicles •Explorative & Other Toys By Age Group •0-8 years •9-15 years •15 years and above

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Manmayi Raval

By Distribution Channel •Online •Offline The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, Secondary research was used to get an understanding of the market and listing out the companies kit. The secondary research consists of third party sources such as press Releases, annual report of companies, analysing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Table of Contents

  • Table of Content
  • 1. Executive Summary
  • 2. Introduction
  • 2.1. Market Definition
  • 2.2. Market Scope & Segmentation
  • 2.3. Research Methodology
  • 3. Japan Macro Economic Indicators
  • 4. Japan Toy Market Category Analysis
  • 4.1. Key findings
  • 4.2. Market Drivers
  • 4.3. Market Restraints
  • 4.4. Opportunities
  • 4.5. Policies & Certification
  • 4.6. Value Chain Analysis
  • 4.7. Key Developments - 2021
  • 5. Japan Toy Market Trends
  • 6. Japan Toy Market Overview
  • 6.1. Market Size By Value
  • 6.2. Market Share
  • 6.2.1. By Products
  • 6.2.2. By Age Group
  • 6.2.3. By Distribution Channel
  • 7. Japan Toy Market Segmentations
  • 7.1. Japan Toy Market, By Products
  • 7.1.1. Japan Toy Market Size, By Action Figures & ACC, 2016 - 2027F
  • 7.1.2. Japan Toy Market Size, By Arts & Crafts, 2016 - 2027F
  • 7.1.3. Japan Toy Market Size, By Building Sets, 2016 - 2027F
  • 7.1.4. Japan Toy Market Size, By Dolls, 2016 - 2027F
  • 7.1.5. Japan Toy Market Size, By Games/Puzzles, 2016 - 2027F
  • 7.1.6. Japan Toy Market Size, By Infant/Toddler/Preschool, 2016 - 2027F
  • 7.1.7. Japan Toy Market Size, By Youth Electronics, 2016 - 2027F
  • 7.1.8. Japan Toy Market Size, By Outdoor & Sports Toys, 2016 - 2027F
  • 7.1.9. Japan Toy Market Size, By Plush, 2016 - 2027F
  • 7.1.10. Japan Toy Market Size, By Vehicles, 2016 - 2027F
  • 7.1.11. Japan Toy Market Size, By Other Toys, 2016 - 2027F
  • 7.2. Japan Toy Market, By Age Group
  • 7.2.1. Japan Toy Market Size, By 0-8 years, 2016 - 2027F
  • 7.2.2. Japan Toy Market Size, By 9-15 years, 2016 - 2027F
  • 7.2.3. Japan Toy Market Size, By 15 years and above, 2016 - 2027F
  • 7.3. Japan Toy Market, By Distribution Channel
  • 7.3.1. Japan Toy Market Size, By Online, 2016 - 2027F
  • 7.3.2. Japan Toy Market Size, By Offline, 2016 - 2027F
  • 8. Japan Toy Market Opportunity Assessment
  • 8.1. By Products, 2022F to 2027F
  • 8.2. By Age Group, 2022F to 2027F
  • 8.3. By Distribution Channel, 2022F to 2027F
  • 9. Competitive Landscape
  • 9.1. Porter's Five Forces
  • 9.2. Company Profiles
  • 9.2.1. Company 1
  • 9.2.2. Company 2
  • 9.2.3. Company 3
  • 9.2.4. Company 4
  • 9.2.5. Company 5
  • 9.2.6. Company 6
  • 9.2.7. Company 7
  • 9.2.8. Company 8
  • 10. Strategic Recommendations
  • 11. Disclaimer

List of Table
Table 1: Japan Toy Market Share By Product (2016, 2021 & 2027F)
Table 2: Japan Toy Market Size of Action Figures & ACC (2016 to 2027F) (in USD Billion)
Table 3: Japan Toy Market Size of Arts & Crafts (2016 to 2027F) (in USD Billion)
Table 4: Japan Toy Market Size of Building Sets (2016 to 2027F) (in USD Billion)
Table 5: Japan Toy Market Size of Dolls (2016 to 2027F) (in USD Billion)
Table 6: Japan Toy Market Size of Games/Puzzles (2016 to 2027F) (in USD Billion)
Table 7: Japan Toy Market Size of Infant/Toddler/Preschool (2016 to 2027F) (in USD Billion)
Table 8: Japan Toy Market Size of Youth Electronics (2016 to 2027F) (in USD Billion)
Table 9: Japan Toy Market Size of Outdoor & Sports Toys (2016 to 2027F) (in USD Billion)
Table 10: Japan Toy Market Size of Plush (2016 to 2027F) (in USD Billion)
Table 11: Japan Toy Market Size of Vehicles (2016 to 2027F) (in USD Billion)
Table 12: Japan Toy Market Size of Other Toys (2016 to 2027F) (in USD Billion)
Table 13: Japan Toy Market Size of 0-8 years (2016 to 2027F) (in USD Billion)
Table 14: Japan Toy Market Size of 9-15 years (2016 to 2027F) (in USD Billion)
Table 15: Japan Toy Market Size of 15 years and above (2016 to 2027F) (in USD Billion)
Table 16: Japan Toy Market Size of By Online (2016 to 2027F) (in USD Billion)
Table 17: Japan Toy Market Size of By Offline (2016 to 2027F) (in USD Billion)
Table 18: Key Facts of Company 1
Table 19: Key Facts of Company 2
Table 20: Key Facts of Company 3
Table 21: Key Facts of Company 4
Table 22: Key Facts of Company 5
Table 23: Key Facts of Company 6
Table 24: Key Facts of Company 7
Table 25: Key Facts of Company 8

List of Figures
Figure 1: Japan Toy Market Size By Value 2016 to 2027F (In USD Billion)
Figure 2: Japan Toy Market Share By Age Group (2016, 2021 & 2027F)
Figure 3: Japan Toy Market Share By Distribution Channel (2016, 2021 & 2027F)
Figure 4: Market Attractiveness Index, By Products
Figure 5: Market Attractiveness Index, By Age Group
Figure 6: Market Attractiveness Index, By Distribution Channel
Figure-7: Porter's Five Forces Meter of Toy Industry in Japan

Japan Toy Market Overview, 2027

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