Japan toy market hits record 1.16 trillion yen amid rising trends

The Japanese toy market reached a record high of 1.1664 trillion yen in fiscal 2025, growing 106.3% year-on-year. This growth is driven by trading cards, plush toys, and the rising “kidult” demographic. The Japan Toy Association announced the winners of the Japan Toy Award 2026, highlighting trends such as “nostalgia toys” and products reflecting social trends.

Key award winners include Takara Tomy’s Disney-themed educational board for the Educational category and Megahouse’s “Toshi Banzuke” for the Game & Puzzle category. Additionally, Iwaya Corp’s “MOPPE” received an Excellence Award in the Basic category.

In related developments, Sanrio is expanding its presence in the gaming sector. The company’s new brand, “Sanrio Games,” will make its debut at Tokyo Game Show 2026. The exhibition will feature playable demos of the Nintendo Switch title “Sanrio Party Land,” scheduled for release in October 2026, alongside upcoming mobile titles and character performances.

Sanrio also continues its retail presence in Japan through themed events, such as the Sanrio Lovers Party in Ikebukuro and mobile cafe appearances at shopping centers like Aeon Mall Izumo.