Japan's Toy Market Tops 1 Trillion Yen

Aug 28, 2026 | News On Japan

TOKYO - Japan's toy market continues to expand despite the country's declining number of children, reaching a record 1.1664 trillion yen in fiscal 2025 as manufacturers increasingly target adults and introduce products reflecting social issues ranging from sustainability to investment.

The latest trends are on display at the Tokyo Toy Show, one of Japan's largest toy exhibitions, which opened at Tokyo Big Sight in Koto Ward on August 27 for a four-day run.

A total of 185 companies from Japan and overseas are participating, with around 35,000 toys gathered at the venue.

According to the Japan Toy Association, the domestic toy market reached 1.1664 trillion yen in the last fiscal year, setting a record for the sixth consecutive year. The market has continued growing even as Japan's declining birthrate reduces the number of children, with toys designed to appeal to adults seen as one factor supporting demand.

Among the products attracting attention are "closed-package toys," which are sold in sealed packages so buyers do not know which item they have received until opening them.

Another product reflects the recent popularity of decorative stickers. A creative toy allows users to turn a capsule toy-style handle and make three-dimensional stickers from a selection of 48 varieties.

Toys that allow people to learn while playing are also gaining attention this year as manufacturers incorporate changing social conditions into their products.

One exhibit focuses on sustainability, allowing users to generate electricity manually and use the power to play, with the aim of teaching children about the importance of electricity.

Another board game, called Investment Ranking, was developed in response to the planned launch next year of a children's NISA investment program for people aged 17 and under.

The sugoroku-style board game is designed to introduce players to how investment works. Participants invest in assets such as gold, stocks and cryptocurrencies in an effort to increase their wealth and achieve goals such as taking a trip into space.

The game is intended to give families a way to experience investment together in an entertaining format despite the subject often being viewed as difficult.

A Japan Toy Association official said children are increasingly sensitive to current events as uncertainty grows over issues such as rising prices.

"Children are also picking up on the fact that the world has become more uncertain because of things like higher prices, so I think they are paying very close attention to current topics they see in the news," the official said. "There are now many more toys that reflect those kinds of social conditions."

Source: TOKYO MX

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