No.4022
Toy Market in Japan: Key Research Findings 2026
Toy Market Size (Total of 8 Categories) Continues to Grow, Reaching 460.2 Billion Yen in FY2024, Up 3.7% YoY
Yano Research Institute (the President, Takashi Mizukoshi) has surveyed the domestic toy market and has found out the current market status, market trend by category, trends of market players, and future outlook.
Market Overview
Based on manufacturer shipment values, the estimated toy market, which consist of a total of eight categories, reached 460.2 billion yen in FY2024, marking a 3.7% increase from the previous fiscal year. The estimated market size for a total of nine categories, including TV games, was 725.2 billion yen, which was a 7.5% decline.
Specifically, jigsaw puzzles, which are included in the basic toys, as well as girls’ characters and toys, experienced an upturn after a period of sluggish performance. Both successfully acquired demand from inbound tourists and "kidults." "Kidults" are adults whose mindset is more like that of a child. Of the eight categories, soft toys had the highest growth rate. This category saw diverse purchases, including from foreign tourists buying souvenirs.
The ninth category, TV games, experienced negative growth due to reluctance to purchase the Nintendo Switch ™ gaming hardware, as a newer model was expected to be released soon.
Noteworthy Topics
The Toy Market Expects Solid Growth, Continuing to Acquire Demand from Inbound Tourists and Kidults
Some negative factors in the Japanese economic environment persisted into fiscal year 2025, including a rapidly decreasing child population and rising commodity prices without corresponding salary increases. Nevertheless, the domestic toy market continued to grow by attracting demand from inbound tourists and kidults. Given the declining birth rates, it is only natural that the market would focus on foreign tourists and kidults.
Future Outlook
Based on manufacturer shipment values, the toy market, consisting of a total of eight categories, is expected to reach 465.9 billion yen in FY2025, which is a 1.2% increase from the previous fiscal year. Including a ninth category would increase the market size to 860.9 billion yen, an 18.7% increase.
The trends by category are not likely to change. Soft toys are expected to continue to show strong sales among the eight categories. The ninth category, TV games, is expected to experience a surge in sales, because of the Nintendo Switch ™2 release in June 2025.
Research Outline
2.Research Object： Manufacturers, wholesalers, and retailers of toys, which include toys for building scale models, toys for hobbies, and TV gaming contents
3.Research Methogology： Face-to-face interviews by expert researchers, surveys via telephone and email, and literature research
What is the Toy Market?
This research defines the toy market as consisting of nine major categories:
1) electronic toys, 2) scale models and hobby toys, 3) boys’ characters and toys, 4) girls’ characters and toys, 5) analog games, 6) seasonal and miscellaneous toys, 7) basic toys, including intellectual training toys for toddlers and jigsaw puzzles, 8) soft or stuffed toys, and 9) TV games.
Market size is based on manufacturer shipment values and does not include toys for export. Capsule toys are not included in the nine major categories.
The nine categories are as follows:
1) Electronic toys: Electronic games, electronic soft toys, personal computers (PCs) for children, smartphone-imitated toys, and kinesthetic games.
2) Scale models and hobby toys: Plastic scale models, radio-controlled models, model guns, and other hobby toys.
3) Boys’ characters and toys: This category includes radio-controlled toys, some trading card games, and toys inspired by smartphones featuring boy characters.
4) Girls’ characters and toys: Dress-up dolls and other toys for girls, toys inspired by smartphones featuring girl characters.
5) Analog games: Board games and other analog games.
6) Seasonal toys: Traditional dolls and toys for seasonal events and festivals, including fireworks and toys that use water, such as water pistols.
7) Basic toys: Intellectual training toys for babies and infants, and jigsaw puzzles.
8) Stuffed toys and dolls: Soft and stuffed toys and dolls.
9) TV games: TV game hardware and software, including mobile gaming devices. Some online games are included.
＜Products and Services in the Market＞
Electronic toys, scale models and hobby toys, boys’ characters and toys, girls’ characters and toys, analog games, seasonal and miscellaneous toys, basic toys, soft or stuffed toys, and TV games.
Published Report
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