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Traditional Toys and Games in Japan

Publisher Euromonitor International
Published Jun 09, 2025
Length 22 Pages
SKU # EP20118739

Description

Traditional toys and games in Japan saw steady growth in 2024, driven by inflation and the subsequent increase in prices and spending. Action figures and accessories, and games and puzzles were dynamic, due to the popularity of franchises like Beyblade and Pokémon. The kidult trend, which sees brands targeting adults as well as children, was a significant growth driver. The category is highly concentrated, with leading players capitalising on e-commerce and strong intellectual property.

Euromonitor International's Traditional Toys and Games in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Traditional Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

22 Pages
Traditional Toys and Games in Japan
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN JAPAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Franchises such as Beyblade and Pokémon drive growth among kidults
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Beyblade X and card games drive growth in traditional toys and games
Sales of One Piece Card Game surge thanks to enduring popularity of the franchise
CHART 2 One Piece Card Game Emerged as a Top-Selling Brand in 2024
CHART 3 Analyst Insight
Capsule toy vending machine stores continue to expand
CHART 4 C-Pla Shibuya Opens Expanded Store with 600 New Capsule Machines in 2024
WHAT’S NEXT?
Games and puzzles set to remain the largest category, and see modest growth
Traditional toys and games will remain important; Gundam series to impact sales
The need to refresh established brands to sustain sales
COMPETITIVE LANDSCAPE
Beyblade X launch drives greater concentration in action figures and accessories
BANDAI NAMCO expands plush sales with Sunrise Inc acquisition
Disney Lorcana card games demonstrate strong performance with dual appeal
Sumikkogurashi IP drives sales with live-streaming function for younger consumers
CHART 5 Sumikkogurashi PC: Live-Streaming Feature Boosts Sales in 2024
CHANNELS
Retail e-commerce gains share from offline channels in traditional toys and games
Traditional toys and games stores still serve an important purpose
Manufacturers embrace direct-to-consumer sales via their own e-commerce sites
COUNTRY REPORTS DISCLAIMER
CHART 6 Key Trends 2024
CHART 7 One Piece Card Game Sales Surge in 2024, Fuelled by Nostalgia and Anime Tie-ins
CHART 8 Analyst Insight
CHART 9 Palworld Becomes a Breakout Hit on Steam in 2024
CHART 10 Sumikkogurashi PC Remains Top Seller in Japan in 2024
CHART 11 Real GDP Growth and Inflation 2019-2029
CHART 12 PEST Analysis in Japan 2024
CHART 13 Key Insights on Consumers in Japan 2024
CHART 14 Consumer Landscape in Japan 2024
TOYS AND GAMES IN JAPAN
EXECUTIVE SUMMARY
Even inflation cannot stop growth for traditional toys and games, due to spending by kidults
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Traditional toys and games shows growth, while video games declines
One Piece Card Game benefits from the kidult trend and popularity of the related comic
Palworld's success on Steam faces controversy due to similarity with Pokémon
WHAT’S NEXT?
Video games will continue to lead toys and games, despite anticipation of modest growth
Pokémon Trading Card Game app launch expected to also boost sales of its physical game
Switch 2 launch in 2025 anticipated to perform well
Gundam likely to drive growth in traditional toys and games, but mobile games may face headwinds in video games
COMPETITIVE LANDSCAPE
PlayStation loses its lead to Nintendo amid the changing preferences of gamers
China-based games developers' marketing tactics drive success for mobile games
IP partnerships impact brand rankings, with Sumikkogurashi PC performing well
CHANNELS
Retail e-commerce is the leading sales channel and exhibits strong growth
Offline retail continues to have its place, particularly for sales of traditional toys and games
Toymakers prioritise direct-to-consumer for closer consumer contact
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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