Retro Toys Reimagined: Nostalgia Drives New Hits At Tokyo Toy Show

Aug 30, 2025 | News On Japan

TOKYO - The Tokyo Toy Show opened on August 28, spotlighting “nostalgic yet new” products even as the latest releases filled the exhibition halls. One standout was the revival of the Showa-era “supercar bicycle,” updated for today.

Ides’ new “Miraido S” updates the concept with lever-controlled lighting that cycles through multiple patterns, while the speedometer toggles between display modes. A child who took a test ride said, “It was fun and made me excited to ride.” Hayato Akiyama, a sales manager at Ides, said the company aims to “create a new legend with Miraido when it goes on sale next spring,” recalling how the supercar bicycle once became a social phenomenon. Akiyama added that momentum is building around toys that resonate across generations.

Even as Japan’s population under 15 continues to decline, the toy market keeps growing, supported by “kidults”—adults who retain a childlike love of play. Products that adults also want to buy are helping to lift sales.

Megahouse has refreshed the Showa-era party game “Butaminton.” Ryo Takechi of the company’s Cross-Brand Business Department said the shuttlecock has been made lighter and now stays aloft longer, making it easier for small children to play, while also appealing to those who remember the original and kids discovering it for the first time.

Other classics have evolved. The Rubik’s Cube now includes versions where a single face is subdivided into multiple colors to form patterns, expanding the puzzle’s possibilities. The long-running Licca-chan House, which has reflected social trends since the Showa years, now features an auto-locking front door and a parcel delivery box, reflecting common features in modern homes. Nana Hirabayashi, a senior lead in the Licca-chan business at Takara Tomy’s Hits Business Unit, said the latest model also incorporates accessibility: motion-linked sound cues and different floor textures by room so children with visual or hearing impairments can enjoy playing together. Hirabayashi noted that these updates align the toy with contemporary living while preserving its familiar appeal.

Blending nostalgia with up-to-date design, the Tokyo Toy Show offers a cross-generational snapshot of where the market is headed. The show opens to the general public on August 30 and August 31.

Source: FNN

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