In fiscal year 2023, the shipment value of girls' toys and characters in Japan amounted to 26.3 billion Japanese yen, declining by 7.1 percent compared to the previous year. The market was valued at a smaller scale compared to the boys' toys and characters market.
Shipment value of the girls' toys and characters market in Japan from fiscal year 2019 to 2023
(in billion Japanese yen)
fiscal years 2019 to 2023; the Japanese fiscal year starts on April 1 of each stated year and ends on March 31 of the following year
Special properties
market size is based on the shipment value at manufacturers
Supplementary notes
*Forecast. Figures include girl-character toys, dress-up dolls, other toys for girls (high-targeted toys included), and among all the smartphone-imitated toys those featuring some characters are included. Targets were manufacturers, wholesalers, and retailers of toys, toys for building scale models/toys for hobbies, and TV game content manufacturers.
Data prior to fiscal year 2023 come from previous reports. 100 Japanese yen equal 0.64 U.S. dollars or 0.62 euros as of January 2025. Values have been rounded.
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Yano Research. (January 16, 2025). Shipment value of the girls' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen) [Graph]. In Statista. Retrieved March 13, 2025, from https://www.statista.com/statistics/695127/japan-girls-toys-market-size/
Yano Research. "Shipment value of the girls' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen)." Chart. January 16, 2025. Statista. Accessed March 13, 2025. https://www.statista.com/statistics/695127/japan-girls-toys-market-size/
Yano Research. (2025). Shipment value of the girls' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen). Statista. Statista Inc.. Accessed: March 13, 2025. https://www.statista.com/statistics/695127/japan-girls-toys-market-size/
Yano Research. "Shipment Value of The Girls' Toys and Characters Market in Japan from Fiscal Year 2019 to 2023 (in Billion Japanese Yen)." Statista, Statista Inc., 16 Jan 2025, https://www.statista.com/statistics/695127/japan-girls-toys-market-size/
Yano Research, Shipment value of the girls' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen) Statista, https://www.statista.com/statistics/695127/japan-girls-toys-market-size/ (last visited March 13, 2025)
Shipment value of the girls' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen) [Graph], Yano Research, January 16, 2025. [Online]. Available: https://www.statista.com/statistics/695127/japan-girls-toys-market-size/
