Toys and Games in Japan

Toys and games in Japan experienced a slight value decline in 2024, following growth the previous year. This was attributed to a decrease in consumer spending power, as a consequence of rising inflation. Traditional toys and games, however, continued to perform well, driven by the kidult trend and the resurgence of established brands such as One Piece. Video games experienced a decrease, although mobile games saw slight growth and retained its dominance.

The Toys and Games in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.