COMPETITIVE LANDSCAPE
Beyblade X launch drives greater concentration in action figures and accessories
Traditional toys and games in Japan was highly concentrated in 2024, with the top five companies accounting for 52% of value sales, a figure significantly higher than the Asia Pacific average of 28%. Concentration increased between 2019 and 2024, with the top five companies growing from 47% to 52% of value sales.
BANDAI NAMCO expands plush sales with Sunrise Inc acquisition
From 2021, the plush category saw dynamic growth in Japan. Otaku is a term for those who have a deep knowledge of something, or are even obsessed with it, whether it be trains, brands, or a certain anime.
Disney Lorcana card games demonstrate strong performance with dual appeal
Already available in many countries globally, and aiming to take advantage of the strong popularity of card games in Japan, the Disney Lorcana trading card game series was introduced by Tomy Co Ltd in Japan in January 2025. Four sets were available in the first instance, including starter sets and an expansion pack, available both online and in stores.
Sumikkogurashi IP drives sales with live-streaming function for younger consumers
Partnerships with strong intellectual properties have been a significant driver of brand performance. For example, Demon Slayer (Kimetsu no Yaiba) in 2020 and 2021, and Chiikawa from 2022, have been strong performers, while Sumikkogurashi has maintained a steady fanbase among children.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Japan?
- Which are the leading brands in Traditional Toys and Games in Japan?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Japan - Category analysis
KEY DATA FINDINGS
Franchises such as Beyblade and Pokémon drive growth among kidults
Beyblade X and card games drive growth in traditional toys and games
Sales of One Piece Card Game surge thanks to enduring popularity of the franchise
Capsule toy vending machine stores continue to expand
Games and puzzles set to remain the largest category, and see modest growth
Traditional toys and games will remain important; Gundam series to impact sales
The need to refresh established brands to sustain sales
Beyblade X launch drives greater concentration in action figures and accessories
BANDAI NAMCO expands plush sales with Sunrise Inc acquisition
Disney Lorcana card games demonstrate strong performance with dual appeal
Sumikkogurashi IP drives sales with live-streaming function for younger consumers
Retail e-commerce gains share from offline channels in traditional toys and games
Traditional toys and games stores still serve an important purpose
Manufacturers embrace direct-to-consumer sales via their own e-commerce sites
Toys and Games in Japan - Industry Overview
Even inflation cannot stop growth for traditional toys and games, due to spending by kidults
Traditional toys and games shows growth, while video games declines
One Piece Card Game benefits from the kidult trend and popularity of the related comic
Palworld's success on Steam faces controversy due to similarity with Pokémon
Video games will continue to lead toys and games, despite anticipation of modest growth
Pokémon Trading Card Game app launch expected to also boost sales of its physical game
Switch 2 launch in 2025 anticipated to perform well
Gundam likely to drive growth in traditional toys and games, but mobile games may face headwinds in video games
PlayStation loses its lead to Nintendo amid the changing preferences of gamers
China-based games developers' marketing tactics drive success for mobile games
IP partnerships impact brand rankings, with Sumikkogurashi PC performing well
Retail e-commerce is the leading sales channel and exhibits strong growth
Offline retail continues to have its place, particularly for sales of traditional toys and games
Toymakers prioritise direct-to-consumer for closer consumer contact
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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