Toy Market in Japan: Key Research Findings 2020
Yano Research Institute (the President, Takashi Mizukoshi) carried out a survey on the domestic toy market and found out the trends by category, the trends of market players, and the future outlook.
The domestic market size of total major 9 categories of toys for FY2019, based on the shipment value at manufacturers, was estimated as 640,200 million yen, a decline by 4.0% from the previous fiscal year. The market size of total major 8 categories (excluding TV games) was estimated as 335,200 million yen, also a decline by 4.7% from the preceding fiscal year.
The market of boys’ characters & toys that occupy about 30% of the total major 8 categories of toys declined without hot sellers, although some staple products showed stable growth such as favorable sale of trading card games. The market of girls’ characters & toys also went below the previous-year results, because the staple products that had led the market became sluggish, though surprise toys drew attention in the previous fiscal year and some popular character toys showed favorable sales.
* Surprise toys are the toys with the contents made to secret, making it enjoyable even when opening the package of the toy.
Stay-Home Demands in COVID-19 Calamity Boosting Jigsaw-Puzzle and Analog-Game Markets
Spread of COVID-19 infections in 2020 caused a declaration of state of emergency, and people were asked to refrain from going outside. This generated the demands and consumption from staying at home, boosting the markets of jigsaw puzzles and analog games mainly during the Golden Week and summer holidays.
The domestic market size of total major 9 categories of toys for FY2020, based on the shipment values at manufacturers, is projected to rise by 4.7% from the previous fiscal year to attain 670,500 million yen. The market size of total major 8 categories (excluding TV games) is expected to rise by 0.1% to reach 335,500 million yen.
As for the major 8 categories of toys, while jigsaw puzzles and analog games are likely to enjoy double-digit growth stemming from the “stay-home demand,” boys’ toys & characters and girls’ toys & characters, total of which occupying 30% of the market, are facing sluggish sales, flattening the entire market size from the previous fiscal year.
On the other hand, the market of major 9 categories including TV games is likely to expand, because of release of new TV game hardware in addition to the favorable “at-home” demand.
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