Toy market size in Japan FY 2014-2023

In fiscal year 2023, the toy market in Japan was valued at over one trillion Japanese yen. This represented an increase from about 953 billion yen in the previous fiscal year. Domestic toy production demonstrated an upward trend in recent years, with manufacturers exploring current trends and integrating new technology in their merchandise to expand the market.

Toy segments

Manufacturers in Japan produce a variety of goods directed at children and adults alike, ranging from wooden blocks over plastic models to electronic smart toys. Apart from educational toys directed primarily at young children, major segments include collectibles targeting adolescents and adults. Items commonly collected in Japan include figurines, models, and trading cards, with licensors and licensees of popular characters releasing standard and limited-edition merchandise regularly.

Toy trends

The Japanese toy market is a steadily changing market influenced by thriving trends in popular culture, with the animation industry regularly inspiring new merchandise after a series’ broadcast. In particular, dolls, figurines, and plastic models are commonly based on characters in anime and manga series, with fandoms contributing to the success of collectible character goods.