TOKYO Toy Show 2026 opens on 27 August. The domestic toy market reached a record ¥1.1664 trillion, while the winners in the 9 categories of the Japan Toy Awards 2026 were announced at the event.
The Japan Toy Association held a press conference for TOKYO Toy Show 2026 and the awards ceremony for the 18th Japan Toy Awards 2026 at the Tokyo International Forum. The 63rd edition of the event will be held over 4 days from 27 to 30 August at Halls 1–4 of the West Exhibition Halls at Tokyo Big Sight.
At the press conference, it was reported that the domestic toy market reached ¥1.1664 trillion in fiscal 2025, up 106.3% from the previous fiscal year, marking a record high for the sixth consecutive year since fiscal 2019. Key drivers of the market included trading cards and card games, plush toys, hobbies, kidult demand and inbound demand from international visitors to Japan.
The judging process was strengthened, with new products reflecting social trends and products for all ages selected. Trends identified included “toys reflecting social trends,” incorporating sustainability and investment elements; “nostalgia toys,” which combine the nostalgia of the Showa and Heisei eras with the freshness of the Reiwa era; and “kidult toys,” designed for adult display and assembly.
The Japan Toy Awards 2026 attracted entries from 44 companies, comprising 356 products. One grand-prize winner was selected in each of the 9 categories, along with 36 Excellence Award winners, 1 Hit and Sales Award and 1 Special Award. The winning products are scheduled to be displayed at a special booth at TOKYO Toy Show 2026.