Japan Toys and Games Market Size, Share, and COVID-19 Impact Analysis, By Product Type (Electronic Games, Outdoor & Sports Toys, Dolls and Accessories, Games & Puzzles, and Other Product Types), By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Japan Toys and Games Market Insights, Industry Trend, Forecasts to 2035

Japan Toys and Games Market Insights Forecasts to 2035

• The Japan Toys and Games Market Size was Estimated at USD 6,601.4 Million in 2024
• The Market Size is Expected to Grow at a CAGR of around 4.13% from 2025 to 2035
• The Japan Toys and Games Market Size is Expected to Reach USD 10,298.1 Million by 2035

According to a research report published by Spherical Insights and Consulting, The Japan toys and games market Size is anticipated to reach USD 10,298.1 Million by 2035, growing at a CAGR of 4.13% from 2025 to 2035. The toys and games market in Japan is growing due to increased disposable income, a comeback in traditional toys, and the demand for educational and interactive items. Growth in technology, such as mobile gaming, and cultural trends like anime and collectibles are also driving the market.

Market Overview

The Japan toys and games market refers to the wide array of product offerings, including traditional toys, video games, and collectibles. Japan's sophisticated domestic production and creative design culture firmly support both the quality of the game and the toy. Leaders in the industry for that sector are Bandai Namco and Nintendo locally and worldwide. Its expansion of further digital channels and online sales channels offers wider access channels. Some of the most important drivers of the market include the historical popularity of Japanese intellectual properties (IPs) like Pokémon and Gundam, which have been diversified into various ranges of toys and computer games effectively. The innovation of mobile gaming and the increased popularity of collectible card games like Yu-Gi-Oh and Pokémon TCG have also fueled the market. The government of Japan supports the toys and games industry with policies that promote cultural exports and support for creative industries, ensuring that Japanese products gain maximum worldwide exposure.

Report Coverage

This research report categorizes the market for the Japan toys and games market based on various segments and regions and forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Japan toys and games market. Recent market developments and competitive strategies such as expansion, product launch, and development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Japan toys and games market.

Driving Factors

The market for toys and games in Japan is driven by international fame for Japanese intellectual properties like Gundam and Pokémon, but also by high game and toy design creativity, increasing demand for mobile and digital gaming, expansion in collectible card games, e-commerce evolution, and cultural influences through anime and manga. The support of the government for creative industries also increases worldwide competitiveness and export opportunities.

Restraining Factors

The Japan toys and games market is restricted by decreasing birth rates, market saturation, as well as stiff competition from around the world. High manufacturing costs, low domestic growth opportunities, and changing consumer desires for digital-only experiences can also curtail traditional toy segment growth.

Market Segmentation

The Japan Toys And Games Market share is classified into product type and distribution channel.

• The electronic games segment held the largest market share in 2024 and is expected to grow at a significant CAGR during the forecast period.

The Japan toys and games market is segmented by product type into electronic games, outdoor & sports toys, dolls and accessories, games & puzzles, and other product types. Among these, the electronic games segment held the largest market share in 2024 and is expected to grow at a significant CAGR during the forecast period.  This is due to high-tech uptake, an increasing culture of gaming, and high consumer demand for digital entertainment experiences. Technological innovation has fueled a boost in spending on video material, Virtual Reality (VR) devices, and video game competitions.

• The online retail stores segment held a significant share in 2024 and is expected to grow at a significant CAGR during the forecast period.

The Japan toys and games market is segmented by distribution channel into supermarkets/hypermarkets, specialty stores, online retail stores, and other distribution channels. Among these, the online retail stores segment held a significant share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is attributed to the convenience of home shopping, wide-ranging choices of products, and easy price comparison across websites. E-commerce and online shopping give a significant advantage to the retailing of toys and games, such as offering a hassle-free shopping experience, easy price comparison, and the ability of retailers to reach the whole world of consumers.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Japan toys and games market along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Tomy Company, Ltd.
• Sanrio Company, Ltd.
• Spin Master Corporation
• Mattel, Inc.,
• Nexon Co., Ltd. 
• Bandai Namco Holdings Inc.,
• The Lego Group
• Hasbro, Inc.,
• Nintendo Co., Ltd.
• ToyQuest
• Others

Recent Developments:

• In January 2025, Evangelion Anime partnered with McDonald's Japan to launch transforming fast food robots. The toys, available through a lottery system in Japan, include three units: Big Mac Unit 01, McDonald's French Fries Unit 02, and McShake Unit 00.

• 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."

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at Japan, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Japan toys and games market based on the below-mentioned segments:

Japan Toys and Games Market, By Product Type

• Electronic Games
• Outdoor & Sports Toys
• Dolls and Accessories
• Games & Puzzles
• Other Product Types

Japan Toys and Games Market, By Distribution Channel

• Supermarkets/Hypermarkets
• Specialty Stores
• Online Retail Stores
• Other Distribution Channels