Traditional toys and games in Japan was highly concentrated in 2024, with the top five companies accounting for 52% of value sales, a figure significantly higher than the Asia Pacific average of 28%. Concentration increased between 2019 and 2024, with the top five companies growing from 47% to 52% of value sales.
From 2021, the plush category saw dynamic growth in Japan. Otaku is a term for those who have a deep knowledge of something, or are even obsessed with it, whether it be trains, brands, or a certain anime.
Already available in many countries globally, and aiming to take advantage of the strong popularity of card games in Japan, the Disney Lorcana trading card game series was introduced by Tomy Co Ltd in Japan in January 2025. Four sets were available in the first instance, including starter sets and an expansion pack, available both online and in stores.
Partnerships with strong intellectual properties have been a significant driver of brand performance. For example, Demon Slayer (Kimetsu no Yaiba) in 2020 and 2021, and Chiikawa from 2022, have been strong performers, while Sumikkogurashi has maintained a steady fanbase among children.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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