2025 Developments
Toys and games in Japan achieved value growth of 5% in 2025, substantially outpacing the regional pace and highlighting the strength of this area despite demographic and inflationary pressures. The appeal is supported by a robust digital core, led by video games, and supported by a surge in premium traditional toys driven by adult collectors and collector-led innovation. Brands that capitalise on digital-first models, cross-platform character intellectual property, and premium collector products – while balancing e-commerce and experiential store-based retail – are best positioned to sustain performance in an environment where value is increasingly concentrated around leading companies and franchises. Success in toys and games in Japan requires a nuanced strategy that blends digital innovation, character-driven engagement, and collector-focused product development to capture the evolving preferences of both core gamers and adult fans.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Japan?
- Which are the leading brands in Toys and Games in Japan?
- How are products distributed in Toys and Games in Japan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Japan?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Japan
2025 Developments
Key Data Insights
Mobile and Console Launches Reinforce Digital-First Spending Patterns
Pokémon and Switch 2 Drive Cross-Platform Ip Monetisation
Adult Collectors Fuel Premium Demand for Cards, Kits and Plush
Nintendo Leverages Cross-Platform Ip to Capture Collector Demand
Adult Collectors Drive Premium Sales of Cards and Figures
Nintendo Drives Gains with Switch 2 and Franchise Launches
Pokémon and Switch 2 Launches Sustain Collector-Driven Demand
E-Commerce Drives Digital Delivery across Video Games
Hobby Shops and Specialty Retail Anchor Collectibles and Gifting
Innovation Trends Are Reshaping the Product Agenda
Recent Innovation in Practice
The Business Impact of Recent Product Innovation
Traditional Toys and Games in Japan
Key Data Insights
Traditional Toys and Games Summary
Adult Collectors Drive Value with Nostalgia and Premiumisation
Games and Puzzles Lead as Cross-Generational Play Expands
Labubu and T-Spark Reshape Demand through Social Buzz and Direct Sales
Trading Card Games Sustain Growth as Collecting and Display Culture Expands
Plush and Premium Toys Thrive on Kidult Demand but Polarisation Widens
Social Media and International Brands Reshape Competition and Consumer Engagement
Bandai and Tomy Leverage Strong Ip to Sustain Leadership
Sony Stakes Big on Kadokawa Media Fusion
Sekiguchi Revitalises Monchhichi through Retro Appeal and Digital Buzz
Amazon and Rakuten Attract Adults Seeking Convenience and Speed
Pop Mart Builds Buzz through Brand-Owned Stores and Exclusive Ip
Adult Collectors and Social Media Drive New Purchasing Behaviours
Takara Tomy and Pop Mart Spark Growth with Targeted Launches
Rising Polarisation and Cross-Border Buzz Reshape Commercial Outcomes
Video Games in Japan
Key Data Insights
Video Games Summary
Nintendo Re-Energises Hardware Spend and Lifts Packaged Games
Mobile-First Publishers Sustain Value as Digital Spend Dominates
Mobile Gacha Franchises and Console Launches Reshape Digital Spend Patterns
Gacha-Driven Mobile Titles and Subscriptions Secure Recurring Revenue
Nintendo Consolidates Leadership through Switch 2 Launch
E-Commerce Remains the Leading Sales Channel
Live-Ops Mechanics Redefine How Games Innovate
Cross-Platform Ip Strategies Multiply Monetisation Opportunities
Business Impact: Value Concentration and Portfolio Recalibration
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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