Capsule toys were popular amongst inbound tourists before COVID-19, as they provide a unique experience in Japan. As COVID-19 shut down inbound tourism and closed entertainment facilities and retailers, sales of capsule toys dropped.
Pokémon cards and other trading card games were a big hit for a second year in 2022. Major players have therefore been investing in such products.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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