Japan Toys and Games Market Size, Share, Trends and Forecast by Product Type, Distribution Channel, and Region, 2026-2034

The Japan toys and games market size reached USD 7,327.5 Million in 2025 . Looking forward, IMARC Group expects the market to reach USD 10,736.7 Million by 2034 , exhibiting a growth rate (CAGR) of 4.34 % during 2026-2034 . The market is driven by a strong demand for educational toys, technological innovation in interactive products, rising popularity of anime-based merchandise, and growing adult fanbase seeking collectibles. Cultural trends and media influence also shape consumer preferences and drive continued market growth.

JAPAN TOYS AND GAMES MARKET TRENDS:

Influence of Anime and Pop Culture Franchises

Anime, manga, and gaming culture are deeply embedded in Japanese society and significantly shape the market. Popular franchises like Pokemon, Dragon Ball, and One Piece drive demand for character merchandise across all age groups. Toys tied to anime series or game releases, such as action figures, card games, and collectibles, are among the top sellers. These franchises create a strong emotional connection with consumers through storylines, nostalgia, and fan communities, which translate into repeat purchases and brand loyalty. Merchandising strategies often synchronize with media releases, ensuring a constant buzz around new products, which is fueling the Japan toys and games market share. The ability to cross-market through anime, mobile games, films, and toys strengthens the brand presence and creates a wide consumer base. This connection between media and merchandise plays a central role in Japan's toy ecosystem, reinforcing the cultural relevance of licensed products and making character-driven toys a major growth engine for the industry. For instance, in March 2025, NHN Corporation collaborated with the Japanese entertainment firm KADOKAWA to develop a puzzle game inspired by the intellectual property (IP) of the famous Japanese TV anime '[OSHI NO KO]'. This project represents the inaugural game created from the '[OSHI NO KO]' IP, which has enchanted anime enthusiasts across the globe, including in Japan, Korea, North America, and Europe. The anime has recently received increased attention following the announcement of its third season, scheduled to premiere in Japan in 2026.

Expansion of the Adult Consumer Segment ("Kidults")

The Japan toys and games market growth is also driven by the rise of adult consumers, often referred to as "kidults." These buyers seek high-quality, collectible, or nostalgic toys that connect them to their childhood or favorite franchises. This segment includes everything from scale models and vintage toys to limited-edition figures and intricate board games. Adult collectors are willing to spend more for premium designs, exclusivity, and authenticity. Toy companies now actively target this demographic by rereleasing retro toys, collaborating with artists, and offering merchandise themed around classic anime and gaming icons. Online communities and fan conventions further boost demand by creating social spaces around collecting and trading. The emotional and artistic appeal of these toys often transcends play, transforming them into lifestyle or decor items. As the population ages and disposable income increases among working adults, the kidult market continues to grow, creating a positive impact on the Japan toys and games market outlook. For instance, in November 2024, a prominent international game developer, LIGHTSPEED STUDIOS, revealed the opening of LightSpeed Japan Studio, its latest game development studio dedicated to creating original AAA action game titles, signaling a significant advancement in LIGHTSPEED STUDIOS' global growth. The renowned game director, Hideaki Itsuno will head LightSpeed Japan Studio. Originating from Osaka, Itsuno is a veteran of Capcom, where he not only envisioned the Street Fighter Alpha series but also directed iconic franchise series like Power Stone, Rival Schools, and Capcom VS. SNK, Dragon's Dogma, and Devil May Cry.

JAPAN TOYS AND GAMES MARKET SEGMENTATION:

Product Type Insights:

• Plush Toys
• Infant/Preschool Toys
• Activity Toys
• Dolls
• Games and Puzzles
• Ride-Ons
• Others
• Plush Toys
• Infant/Preschool Toys
• Activity Toys
• Dolls
• Games and Puzzles
• Ride-Ons
• Others

Distribution Channel Insights:

• Specialty Stores
• Supermarkets and Hypermarkets
• Departmental Stores
• Online Stores
• General Stores
• Specialty Stores
• Supermarkets and Hypermarkets
• Departmental Stores
• Online Stores
• General Stores

Regional Insights:

• Kanto Region
• Kansai/Kinki Region
• Central/ Chubu Region
• Kyushu-Okinawa Region
• Tohoku Region
• Chugoku Region
• Hokkaido Region
• Shikoku Region
• Kanto Region
• Kansai/Kinki Region
• Central/ Chubu Region
• Kyushu-Okinawa Region
• Tohoku Region
• Chugoku Region
• Hokkaido Region
• Shikoku Region
• The report has also provided a comprehensive analysis of all the major regional markets, which include the Kanto Region, Kansai/Kinki Region, Central/ Chubu Region, Kyushu-Okinawa Region, Tohoku Region, Chugoku Region, Hokkaido Region, and Shikoku Region.

COMPETITIVE LANDSCAPE:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

• KEY QUESTIONS ANSWERED IN THIS REPORT
• How has the Japan toys and games market performed so far and how will it perform in the coming years?
• What is the breakup of the Japan toys and games market on the basis of product type?
• What is the breakup of the Japan toys and games market on the basis of distribution channel?
• What is the breakup of the Japan toys and games market on the basis of region?
• What are the various stages in the value chain of the Japan toys and games market?
• What are the key driving factors and challenges in the Japan toys and games market?
• What is the structure of the Japan toys and games market and who are the key players?
• What is the degree of competition in the Japan toys and games market?