Competitive Landscape
Bandai and Tomy Leverage Strong Ip to Sustain Leadership
Traditional toys and games in Japan are concentrated, with Bandai and Tomy maintaining strong positions over the past five years. In 2025, Bandai held a 20% share and Tomy followed with 18%, a slight increase for both since 2022.
Sony Stakes Big on Kadokawa Media Fusion
A significant capital alliance occurred when Sony invested approximately JPY50 billion in Kadokawa, becoming a major shareholder with around a 10% stake. This move is intended to strengthen collaboration and maximise the global value of both companies’ intellectual properties, including joint investments and expanded media mix initiatives.
Sekiguchi Revitalises Monchhichi through Retro Appeal and Digital Buzz
Emerging players are finding success by tapping into nostalgia, leveraging digital marketing, and capitalising on cross-border trends. In 2025, Sekiguchi achieved meaningful growth through the resurgence of its Monchhichi plush character, originally launched in 1974.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in Japan?
- Which are the leading brands in Traditional Toys and Games in Japan?
- How are products distributed in Traditional Toys and Games in Japan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Japan?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in Japan - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Adult Collectors Drive Value with Nostalgia and Premiumisation
Games and Puzzles Lead as Cross-Generational Play Expands
Labubu and T-Spark Reshape Demand through Social Buzz and Direct Sales
Trading Card Games Sustain Growth as Collecting and Display Culture Expands
Plush and Premium Toys Thrive on Kidult Demand but Polarisation Widens
Social Media and International Brands Reshape Competition and Consumer Engagement
Bandai and Tomy Leverage Strong Ip to Sustain Leadership
Sony Stakes Big on Kadokawa Media Fusion
Sekiguchi Revitalises Monchhichi through Retro Appeal and Digital Buzz
Amazon and Rakuten Attract Adults Seeking Convenience and Speed
Pop Mart Builds Buzz through Brand-Owned Stores and Exclusive Ip
Adult Collectors and Social Media Drive New Purchasing Behaviours
Takara Tomy and Pop Mart Spark Growth with Targeted Launches
Rising Polarisation and Cross-Border Buzz Reshape Commercial Outcomes
Toys and Games in Japan - Industry Overview
2025 Developments
Key Data Insights
Mobile and Console Launches Reinforce Digital-First Spending Patterns
Pokémon and Switch 2 Drive Cross-Platform Ip Monetisation
Adult Collectors Fuel Premium Demand for Cards, Kits and Plush
Nintendo Leverages Cross-Platform Ip to Capture Collector Demand
Adult Collectors Drive Premium Sales of Cards and Figures
Nintendo Drives Gains with Switch 2 and Franchise Launches
Pokémon and Switch 2 Launches Sustain Collector-Driven Demand
E-Commerce Drives Digital Delivery across Video Games
Hobby Shops and Specialty Retail Anchor Collectibles and Gifting
Innovation Trends Are Reshaping the Product Agenda
Recent Innovation in Practice
The Business Impact of Recent Product Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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