The winning products in the Japan Toy Awards 2026 have been announced. From 44 companies and 356 entries, 9 top-award winners, 36 excellence-award winners, 1 Hit Sales Award winner, and 1 Special Award winner were selected. The market reached a record ¥1.1664 trillion in fiscal 2025.
The Japan Toy Awards 2026 press conference and awards ceremony were held on 19 August at Tokyo International Forum, following entries from 44 companies comprising 356 products. One product received the top award in each of the 9 categories, while 36 products received excellence awards in total. The Hit Sales Award and Special Award were each presented to 1 recipient.
The toy market reached ¥1.1664 trillion in fiscal 2025, or 106.3% of the previous fiscal year's level, marking a record high for the sixth consecutive year. Trends attracting attention this year included toys reflecting social trends, nostalgia toys, and kidult toys. These new products are scheduled to be exhibited at the TOKYO TOY SHOW venue.
Examples of category winners include Takara Tomy's top-award winner in the Educational category, 「よみかきレッスン！マジカルボードずかん ディズニーキャラクターズ マジカルプレイタイム」; 「投資番付」 by MegaHouse in Games & Puzzles; 「変身ベルト DXマイスドライバー 仮面ライダーマイス＆リドセット」 by Bandai in Character; 「プラレール 動くぞ！変形！ギガデカドクターイエロー」 by Takara Tomy in Action; 「PERFECT GRADE UNLEASHED νガンダム」 by BANDAI SPIRITS in Kidult; 「シルバニアファミリー どきどきアドベンチャーマウンテン」 by Epoch in Basic; 「パチェリエ 推し活開発部」 by Beverly in Variety; 「ちいかわフォンすまーと スペシャルセット」 by Bandai in Digital; 「トイ・ストーリー ポンジャン」 by Takara Tomy in Inclusive Toys; 「Tamagotchi Paradise - Pink Land/Blue Water/Purple Sky」 by Bandai for the Hit Sales Award; and the 「トイ・ストーリー」 series by Walt Disney Japan for the Special Award.
TOKYO TOY SHOW 2026 will be held from 27 to 30 August. The business meeting days are 27–28 August, while the public days are 29–30 August. The venue is the West Halls of Tokyo Big Sight. The event is organized by the Japan Toy Association and sponsored by the Ministry of Economy, Trade and Industry.