Japan Toys And Games Market Size
| Study Period | 2020 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 6.80 Billion |
| Market Size (2030) | USD 8.25 Billion |
| CAGR (2025 - 2030) | 3.93% |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Japan Toys And Games Market Analysis
The Japan Toys And Games Market size is estimated at USD 6.80 billion in 2025, and is expected to reach USD 8.25 billion by 2030, at a CAGR of 3.93% during the forecast period (2025-2030).
Japan boasts one of the world's largest toy and games markets, marked by its innovative spirit, technological advancements, and deep-rooted cultural influences. The market thrives on robust domestic demand, complemented by a notable export capacity. Its vast diversity spans traditional toys, video games, educational tools, trading cards, and board games.
A primary catalyst propelling the toys and games market is the rising disposable income in the country. With a burgeoning middle class, there's an escalating appetite for discretionary purchases, notably toys and games. Parents increasingly prioritize high-quality, educational toys that foster their children's learning and development. For example, data from the Ministry of Internal Affairs and Communications reveals that in 2023, the average annual household expenditure on toys reached nearly 7.9 thousand Japanese yen, up from 7.7 thousand yen in 2022.
Moreover, Eco-friendly toys, or green toys, are witnessing a surge in popularity among Japanese consumers. Companies have recognized the importance of environmental sustainability and have begun to manufacture and package products with these considerations in mind. For instance, in August 2024, Bandai unveiled the sustainable Tamagotchi Original, crafted from genuine recycled eggshells. This model, named the Original Tamagotchi Celebration, highlights eco-friendliness and reflects Bandai's dedication to fostering a greener future. The new product is set to be available in the Japanese market starting in 2025.
Japan Toys And Games Market Trends
The Electronic Games Segment Dominated the Market
In Japan, the electronic games segment has emerged as the market leader. Technological advancements have driven a surge in consumer spending on video content, Virtual Reality (VR) equipment, and video game tournaments. Factors such as the widespread adoption of mobile and internet gaming and the transition from physical to digital software delivery are fueling projections of a notable growth rate in the market. Japanese manufacturers are heavily investing in content creation centered around their flagship products, using this material as lead generators, and crafting interactive play experiences to enhance product value.
Japanese manufacturers are investing substantially in content creation for their flagship products, utilizing this content for lead generation and developing interactive play experiences to increase product value. The electronic games segment's strong performance is reflected in consumer behavior, particularly in online gaming participation. According to the Ministry of Internal Affairs and Communications, online gaming is especially prevalent among Japanese consumers, with 73% of male teenage internet users actively engaged in digital gaming platforms in 2023, contributing to the segment's continued market leadership.
Additionally, the Japanese government is actively championing the electronic games sector, with a keen emphasis on esports and indie game development. For instance, in March 2024, Japan's Ministry of Economy, Trade and Industry (METI) unveiled the "So-Fu" project, an accelerator initiative designed to bolster indie game developers. This program extends mentorship, financial assistance for various expenses, and valuable networking opportunities to its participants.
Online Retail Channels are Anticipated to Grow at a Faster Rate
The growing inclination of consumers towards online shopping and e-commerce is anticipated to drive the expansion of the online toy and game market in the future. This shift in consumer behavior is largely attributed to the convenience of shopping from home, an extensive range of product options, and the ease of comparing prices across different platforms. Online shopping and e-commerce significantly benefit the retail of toys and games by providing a seamless shopping experience, a broad selection of products, straightforward price comparisons, and the capability for retailers to access a global customer base. For example, data from the Statistics Bureau of Japan indicates that in 2023, 53.5% of households in Japan made online purchases of goods or services, including toys, an increase from 52.7% in 2022.
Moreover, key players in the market are concentrating on enhancing their digital platforms, particularly online e-commerce marketplaces, to improve customer experience, boost sales, and broaden their market presence. Companies are actively launching products on both third-party online stores and their official platforms. For instance, in March 2024, Tomy Company unveiled its new product, “Punirunes Punitomo Tsūshin.” This offering, available in pink, blue, and purple, can be found on multiple channels, including third-party online stores and Tomy's own Takara Tomy Mall.
Japan Toys And Games Industry Overview
The Japanese toy and games market is highly competitive, with major companies such as Mattel, Inc., Bandai Namco Holdings Inc., Spin Master Corp, Hasbro, Inc., and Nexon Co., Ltd. leading the market. These companies compete on various factors such as product innovation, quality, price, distribution, and marketing strategies. Many of these companies have also expanded their product offerings beyond traditional toys and games to include digital and interactive toys, as well as licensed products based on popular movies, TV shows, and characters.
Japan Toys And Games Market Leaders
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Mattel, Inc.
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Bandai Namco Holdings Inc
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Spin Master Corp
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Hasbro, Inc.
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Nexon Co., Ltd.
- *Disclaimer: Major Players sorted in no particular order
Japan Toys And Games Market News
- January 2025: Evangelion Anime partnered with McDonald's Japan to launch transforming fast food robots. The toys, available through a lottery system in Japan, include three units: Big Mac Unit 01, McDonald's French Fries Unit 02, and McShake Unit 00.
- May 2024: Spin Master Corp introduced Punirunes, a digital pet toy that combines interactive virtual pet care with tactile play features. The device features a full-color, backlit LCD screen displaying PuniruneTM characters, with 55 standard characters and additional rare characters available for collection in each pod.
- February 2024: Nintendo is gearing up for the launch of its highly anticipated successor to the Switch console, commonly known as the "Nintendo Switch 2." The new console is expected to debut in March 2025.
Japan Toys And Games Industry Segmentation
Toys and games are tools of play that hold an important part in social life. These products are mainly intended for use by children, though they have also been marketed to adults under certain circumstances. The market studied is segmented by product type and distribution channel. Based on product type, the market is segmented into Electronic Games, Outdoor & Sports Toys, Dolls and Accessories, Games & Puzzles, and Other Product Types. Based on distribution channels, the market is segmented into Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, and Other Distribution Channels. The market sizing has been done in value terms in USD for all the abovementioned segments.
| By Product Type | Electronic Games |
| Outdoor & Sport Toys | |
| Dolls and Accessories | |
| Games & Puzzles | |
| Other Product Types | |
| By Distibution Channel | Supermarkets/Hypermarkets |
| Specialty Stores | |
| Online Retail Stores | |
| Other Distribution Channels |
| Electronic Games |
| Outdoor & Sport Toys |
| Dolls and Accessories |
| Games & Puzzles |
| Other Product Types |
| Supermarkets/Hypermarkets |
| Specialty Stores |
| Online Retail Stores |
| Other Distribution Channels |
Japan Toys And Games Market Research FAQs
How big is the Japan Toys And Games Market?
The Japan Toys And Games Market size is expected to reach USD 6.80 billion in 2025 and grow at a CAGR of 3.93% to reach USD 8.25 billion by 2030.
What is the current Japan Toys And Games Market size?
In 2025, the Japan Toys And Games Market size is expected to reach USD 6.80 billion.
Who are the key players in Japan Toys And Games Market?
Mattel, Inc., Bandai Namco Holdings Inc, Spin Master Corp, Hasbro, Inc. and Nexon Co., Ltd. are the major companies operating in the Japan Toys And Games Market.
What years does this Japan Toys And Games Market cover, and what was the market size in 2024?
In 2024, the Japan Toys And Games Market size was estimated at USD 6.53 billion. The report covers the Japan Toys And Games Market historical market size for years: 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Japan Toys And Games Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Japan Toys And Games Industry Report
Statistics for the 2025 Japan Toys And Games market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Japan Toys And Games analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
