The Japan Toy Association announced the winners of the Japan Toy Awards 2026 at a press conference for TOKYO TOY SHOW 2026, presenting the winners in each category and trends in the toy market. The winning products will also be exhibited in a special zone at the show venue.
The Japan Toy Awards 2026 ceremony was held at a press conference for TOKYO TOY SHOW 2026, where the number of exhibitors was announced as 185 in total, comprising 110 from Japan and 75 from overseas. A diverse range of products, including nostalgia toys for the Showa and Heisei generations, is expected to be exhibited, and the organizers said the show aims to propose values that transcend generations.
Japan's toy market reached a record ¥1.1664 trillion in fiscal 2025, up 106.3% from the previous fiscal year, reflecting favorable overall market conditions. The show organizer emphasized its role as the toy industry's largest platform for disseminating information, as well as efforts to strengthen promotion through social media.
The Grand Prize winners at the Japan Toy Awards 2026 were announced as follows: Yomikaki Lesson! Magical Board Encyclopedia Disney Characters Magical Playtime in the Education category (Takara Tomy); Toshi Banzuke in the Games & Puzzles category (MegaHouse); Henshin Belt DX Mice Driver Kamen Rider Mice & Lido Set in the Character category (Bandai); Plarail: It Moves! Transform! Giga Deca Doctor Yellow in the Action category (Takara Tomy); PERFECT GRADE UNLEASHED 1/60 ν Gundam in the Kidult category (BANDAI SPIRITS); and Sylvanian Families: Doki Doki Adventure Mountain in the Basic category (EPOCH).
Tamagotchi Paradise – Pink Land/Blue Water/Purple Sky (Bandai) was selected for the Hit & Sales Award, while the Toy Story series (The Walt Disney Company (Japan)) was recognized with the Special Award. The winning products will be exhibited at the exhibitors' booths at TOKYO TOY SHOW 2026 and in a special zone in West Hall 3.
Attendance is expected to be close to last year's level, and exhibitors are expected to use the show as a venue for business negotiations and new product announcements.