Japan Toy Market Overview, 2027

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.

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

Make this report your own

Have queries/questions regarding a report?

Take advantage of intelligence tailored to your business objective

Ask an Expert

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

Don’t pay for what you don’t need. Save 30%

Customise your report by selecting specific countries or regions

Specify Scope Now

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.