Toys and games in Japan saw low current value growth in 2023, with increases for both traditional toys and games and video games. In traditional toys and games, games and puzzles continued to be the largest category.
In traditional toys and games, dolls and accessories saw a decline in is value sales in 2023. A major brand, Popo-chan, was discontinued, which had an emotional impact in the country.
Bandai and Tomy remained the top two companies in traditional toys and games in value terms in 2023, and the only two players to hold double-digit shares. Bandai saw continued growth in plamo (plastic models) of Mobile Suit Gundam and One Piece Card Game.
Retail e-commerce continued to grow in traditional toys and games in 2023, taking share from most offline distribution channels. However, a strong increase was also seen for vending, in which capsule toys are popular amongst domestic and inbound consumers.
In the forecast period, toys and games in Japan is expected to see a slightly negative current value CAGR. Although traditional toys and games is expected to see slight growth, video games is projected to see a slight decline.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the 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.
Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!