The Japan Toy Association announced the winners of the Japan Toy Awards 2026, as well as fiscal 2025 market trends and developments, at a press briefing for TOKYO Toy Show 2026.
The Japan Toy Awards 2026 ceremony was held at a press briefing for TOKYO Toy Show 2026. It was announced that, across all 9 categories, 1 Grand Prize product and 4 Excellence Award products had been selected in each category, along with the Hit & Sales Award and a Special Award outside the category structure. The winning products span a wide range of areas, including education, games, characters, action, digital products and inclusive play, and are scheduled to be displayed at the exhibition venue from 27 August.
This year's trends, including “toys reflecting social trends” and “nostalgia toys,” were highlighted, with particular attention drawn to products that combine the nostalgia of the Showa and Heisei generations with the newness of the Reiwa generation. The rise of sophisticated toys for adults, known as kidult toys, was also noted.
The toy market in fiscal 2025 reached ¥1.1664 trillion, 106.3% of the previous year's level, with categories including card games driving the market. A large number of new products are scheduled to be announced at TOKYO Toy Show 2026, reflecting these trends.
The winning products include the education-category “Yomikaki Lesson! Magical Board Picture Book: Disney Characters Magical Playtime,” the game-category “Investment Ranking,” and the character-category “Transformation Belt DX Mाइस Driver: Kamen Rider Mाइस & Lid Set.” Other high-profile items include Plarail's moving Giga-Deka Doctor Yellow.
An overview of TOKYO Toy Show 2026 was also provided. The event will run from 27 to 30 August at the West Halls of Tokyo Big Sight, with public days open to general visitors and business days for meetings. The Korokoro Soul Festival will also be held concurrently.