Executive Summary

Jun 2019
PROSPECTS
Blind collectables perform well as adults and children get on board with the craze

While persistently low birth rates are acting as a significant constraint on growth in traditional toys and games in Japan, there were some notable bright spots in 2018. The final year of the review period saw significant demand for blind collectables, or surprise toys, as they are commonly known in Japan.

Increasing influence of YouTube as followers clamour to grow their collections

YouTube has emerged as a key marketing channel for traditional toys and games in Japan. YouTubers are very popular amongst elementary school children and a popular YouTuber introducing a toy can make a significant impact.

Awareness of STEM remains low, but there is potential for development

STEM (science, technology, engineering and mathematics), sometimes extended to STEAM with the inclusion of art and even STREAM, with the further addition of robotics, has yet to establish a high level of awareness amongst Japanese consumers. Many manufacturers and retailers continue to use STEM as a buzz word to tag on to educational toys as a marketing tool without focusing on the segment as an emerging category in its own right.

COMPETITIVE LANDSCAPE
Takara Tomy pulls ahead due to its success in surprise toys

Takara Tomy significantly extended its lead in traditional toys and games in 2018, registering a strong increase in value share on the back of the boom in surprise toys. Following on from Hatchimals in 2017, the company had a considerable success with the launch of LOL Surprise! in the final year of the review period.

Sega Toys’ share growing steadily thanks to evolving in line with consumer demand

Sega Toys registered share growth for the third consecutive year in 2018, as it continued to tap into evolving demand trends. The company’s WHO are YOU? products, for example, took advantage of the strong demand for surprise toys generated by brands such as Takara Tomy’s Hatchimals and LOL Surprise!.

Gakken Sta:Ful targeting educational toys and getting a head start in STEM products

Gakken Sta:Ful, a subsidiary of the publishing company Gakken Holdings Co Ltd, is growing its presence in educational toys. Card de Pipitto Hajimete no Programming Car is one of the most prominent products in the emergent STEM toys segment in Japan.

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Traditional Toys and Games in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in Japan?
  • What are the major companies Japan?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in Japan - Category analysis

HEADLINES

PROSPECTS

Blind collectables perform well as adults and children get on board with the craze
Increasing influence of YouTube as followers clamour to grow their collections
Awareness of STEM remains low, but there is potential for development

COMPETITIVE LANDSCAPE

Takara Tomy pulls ahead due to its success in surprise toys
Sega Toys’ share growing steadily thanks to evolving in line with consumer demand
Gakken Sta:Ful targeting educational toys and getting a head start in STEM products

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in Japan - Industry Overview

EXECUTIVE SUMMARY

Challenging conditions in Japanese toys and games due to changing demographics
Strong demand for surprise toys driven by craze for YouTube ‘blind bag’ openings
Nintendo retains lead with its hybrid console, but Takara Tomy gains ground
Internet retailing expansion continues at the expense of brick and mortar outlets
Potential remains in new areas, such as STEM, despite predicted challenging times

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources