The Japan Toy Association reported that Japan's domestic toy market reached ¥1.1664 trillion in fiscal 2025, up 6.3% year on year, marking the third consecutive year above ¥1 trillion. Card games and trading cards posted the strongest growth, accounting for approximately 30% of the overall market.
The Japan Toy Association reported that Japan's domestic toy market reached ¥1.1664 trillion in fiscal 2025, up 6.3% year on year on a suggested retail price basis. The market continued to expand, marking its sixth consecutive year of growth since fiscal 2020.
The biggest contributor to growth was card games and trading cards, which reached ¥338.4 billion, up ¥35.9 billion year on year, marking their eighth consecutive year of expansion since fiscal 2017. The segment grew to account for approximately 30% of the overall market.
Plush toys posted the next-strongest growth, reaching ¥62.4 billion, up 38.2%. The association attributed the increase to the growing popularity of “nuikatsu,” including taking photos and changing outfits while out, as well as strong sales of character plush toys.
High-tech trend toys reached ¥21.2 billion, up 15.5%, supported by products including next-generation Tamagotchi toys. In the hobby segment, Gundam plastic models, known as Gunpla, posted strong growth, reaching ¥196.0 billion, up 6.3%.
The winners of the Japan Toy Awards 2026 were also announced. Takara Tomy's “Plarail: It Moves! Transform! Giga Deka Doctor Yellow” won the grand prize in the Action category, while BANDAI SPIRITS' “ν Gundam” won the grand prize in the Kidult category.