The Japan Toy Awards 2026 awards ceremony and press conference were held in Tokyo, with a total of 185 exhibitors, comprising 110 domestic and 75 overseas companies. The toy market totaled ¥1.1664 trillion in fiscal 2025, up 106.3% year on year and a record high.
The press conference for TOKYO TOY SHOW 2026 and the Japan Toy Awards 2026 awards ceremony were held on 19 August at the Tokyo International Forum. A total of 185 companies exhibited, comprising 110 domestic and 75 overseas companies, and attendance is expected to exceed approximately 72,000 visitors, in line with last year. The event organizers said they expect the market to gain further momentum during the year-end Christmas shopping season, driven by new products.
The toy market totaled ¥1.1664 trillion in fiscal 2025, up 106.3% year on year and marking a record high for the sixth consecutive year. Factors behind the strong performance included growth in genres targeting kidults, including adults, and the popularity of characters and intellectual property from manga, anime and games.
Nine keywords were presented as the latest trends, ranging from new genres reflecting social changes to products combining elements of nostalgia, toys that combine digital features with tactile interaction, and the evolution of pretend play. Expert committee member Fujii (藤井) said the aim was to expand the range of products that can be enjoyed by “all ages.”
At the awards ceremony, 1 grand prize winner and 4 excellence award winners were selected across all 9 categories, and the winners received certificates and plaques.