Despite a declining birth rate, Japan’s toy market continues to grow, projected to surpass 1 trillion yen in 2024. Analysis indicates that adults with a childlike spirit and overseas tourists are becoming the new core of the market.
TOKYO, JAPAN (MERXWIRE) – Japan is facing a continued decline in birth rate, but the toy market is bucking the trend and growing. According to the latest survey by the Japan Toy Association, the domestic toy market is expected to exceed 1.0992 trillion yen in fiscal year 2024, setting a new record since the survey system was established. Market momentum shows that in addition to stable demand from children, “kidults” and inbound tourists are gradually becoming important forces supporting the market and redefining the consumption logic of the toy industry.
The survey indicates that card games, high-tech trendy toys, collectible toys, plush toys, and miscellaneous items were the categories with the most significant growth this year. The card game and trading card market reached 300 billion yen, accounting for 27.5% of the overall market, setting a new record. Although Pokémon card sales declined slightly compared to the previous year, strong demand from brands such as Yu-Gi-Oh!, One Piece, and Duel Links continued to expand the overall card market. High-tech trendy toys also performed exceptionally well, with an annual growth rate of 142.4%. Interactive and collectible products such as Original Tamagotchi and Punirunzu were particularly popular among adults and overseas consumers.
Character and collectible toys also enjoyed broad appeal across age groups. Series such as Beyblade X, Kamen Rider, Pretty Cure, Super Sentai, and Forest Family saw increased popularity driven by social media platforms, unboxing videos, and collecting culture. Furthermore, Tomica model cars and dolls attracted a large number of adult consumers due to their collectible value and nostalgic appeal. Compared to the past when adult toy purchases were mostly concentrated on models or anime merchandise, market demand has now expanded to diverse areas such as electronic toys, trendy toys, plush toys, and the trading card market.
Inbound tourist spending has also become a significant driver of market growth. With the recovery of tourism demand, toy stores have gradually become must-visit destinations on tourists’ shopping lists, with some even queuing up to buy specific items. Ms. Chen, a 28-year-old from Taiwan, said, “This time in Japan, I specifically queued up to buy BEYBLADE X and One Piece trading cards. Some of these are unavailable or more expensive in Taiwan, so I had to get them in Japan.” Lucas, a 32-year-old collector from France, also shared, “I’m not buying toys for my children, but for myself. For me, toys like the Forest Family and Tamagotchi are a continuation of my childhood, and also a form of collection and emotional connection.”
Overall trends show that the Japanese toy market is transforming from a “children’s consumer market” into a cultural industry encompassing multiple ages, ethnicities, and uses. Toys are no longer just play tools, but everyday objects with collectible value, emotional healing properties, and symbols of popular culture. Faced with a declining birth rate, the influx of adults and inbound tourists has revitalized the toy market like never before. Looking ahead, how the Japanese toy industry can further cater to the demands of the adult and international markets will be a crucial direction for driving its next phase of growth.
