Story perspectives

Japan's Toy Market Surges 7.9% Amid Adult Demand

9/15/2025

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Summary

Story summary

Japan's toy market is expanding, fueled by adult interest in gadgets, despite a declining birth rate.
In the 2024 financial year, the market grew by 7.9% to reach 1.1 trillion yen (US$7.4 billion).
Trading cards and character merchandise drove this growth, increasing by 36% over the last decade.
Hi-tech toys and stuffed animals are favored by adults and tourists.
Spending by single-person households averaged 14,498 yen in 2024, exceeding that of multi-person households.

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Story summary

Japan's toy market is expanding, fueled by adult interest in gadgets, despite a declining birth rate.
In the 2024 financial year, the market grew by 7.9% to reach 1.1 trillion yen (US$7.4 billion).
Trading cards and character merchandise drove this growth, increasing by 36% over the last decade.
Hi-tech toys and stuffed animals are favored by adults and tourists.
Spending by single-person households averaged 14,498 yen in 2024, exceeding that of multi-person households.