Kidults Drive Japan’s Toy Market

Sep 28, 2025 | News On Japan

OSAKA - A toy trade fair was held in Osaka ahead of the year-end shopping season, bringing together 84 manufacturers from Japan and abroad who showcased products ranging from educational toys to collectibles.

Items such as safe, non-cold snow play materials and next-generation toys drew strong attention.

Despite the declining birthrate, the market continues to expand, supported by the growing presence of so-called “kidults”—adults who retain a childlike spirit and actively purchase toys. Classic characters are being updated with modern twists, creating products that both parents and children can enjoy together.

Source: Television OSAKA NEWS

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