Japan Toys and Games Market Size and Growth Overview (2025-2033)

Market Size in 2024: USD 7,020.0 Million

Market Forecast in 2033: USD 10,325.1 Million 

Market Growth Rate 2025-2033: 4.38%

According to the latest report by IMARC Group, the Japanese toys and games Market size reached USD 7,020.0 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 10,325.1 Million by 2033, exhibiting a growth rate (CAGR) of 4.38% during 2025-2033.

Grab a sample PDF of this report: https://www.imarcgroup.com/japan-toys-games-market/requestsample

How AI is Reshaping the Future of Japan Toys and Games Market?

• AI enhances interactive educational toys with adaptive learning capabilities, increasing engagement and learning outcomes.
• Integration of AI in merchandise linked to popular anime franchises enables personalized fan experiences, driving higher sales volumes.
• AI-powered virtual and augmented reality features are transforming the user experience of games and puzzles, boosting market interest.
• Robotics and AI-driven ride-on toys provide innovative play options, expanding the product range and consumer appeal.
• Companies like LIGHTSPEED STUDIOS investing in original AAA action games benefit from AI technologies to develop immersive gaming content.
• AI facilitates online community platforms and fan conventions with smarter matchmaking and trading algorithms, supporting the 'kidult' collector segment.

Market Growth Factors

In Japan, market growth is driven by the growing demand for educational games, which utilize the possibility of having a digital component for a gaming experience. This leads to an increase in spending from parents and educational institutions, as well as more innovation and partnerships between game manufacturers, retailers, and educational institutions.

Anime and pop media franchises such as Pokémon, Dragon Ball, and One Piece represent another meaningful, influential factor. Each franchise remains embedded in the wider Japanese culture. Each franchise generates demand for character-based merchandise. That merchandise includes action figures, trading card games, and collectible figures. Merchandising plans are synchronized with accompanying media releases, frequently reinforcing the cycle of brand loyalty within the Japanese collectible market.

The adult collector base (referred to as "kidults") is a driving factor in the collectors market, as adults seek out high-quality toys or limited-release figures of properties from their childhoods, as well as properties that they are fans of. Working adults with disposable income are solicited by companies via retro toy releases and toy conventions. Nostalgia and aesthetics have been leveraged to present toys as lifestyle and decorative items beyond toys customary role and reach a wider market.

Market Segmentation

Product Type Insights:

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

Distribution Channel Insights:

• Specialty Stores
• Supermarkets and Hypermarkets
• Department 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

Request a Customized Report for Deeper Insights: https://www.imarcgroup.com/request?type=report&id=32767&flag=E

Recent Development & News

• In April 2024, Japanese toy manufacturer Tomy Co. introduced a driving game designed to assist visually impaired players in navigating a vehicle through various voice prompts, including instructions like "Turn left" or "(The rival car) is in the center."
• In May 2024, Spin Master announced the release of Punirunes, a squeezable virtual pet that had enchanted enthusiasts of Japanese anime culture. Initially launched in 2021 by the Japanese toy firm Takara Tomy, Spin Master plans to broaden its distribution to additional international markets as passionate fans elevate anime culture to prominence.

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as part of the customization.

About Us

IMARC Group is a global management consulting firm that helps the world’s most ambitious changemakers to create a lasting impact. The company provides a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.

Contact Us:
Street: 563-13 Kamien
Area: Iwata
Country: Tokyo, Japan
Postal Code: 4380111
Email: sales@imarcgroup.com