Japan Toys and Games Market 2025

Anticipated market conditions suggest a decrease of USD 1.1 billion in the Japan toys and games sector by 2030, corresponding to a CAGR of -0.8%. The country’s aging population and declining birth rate have significantly reduced the core consumer base for traditional toys, leading to shrinking demand. Additionally, increased competition from digital entertainment platforms, such as mobile apps and streaming services, has diverted younger consumers’ attention away from traditional toys and even video games, causing further contraction in the market.

This report delivers a deep dive into the Japan toys and games market, combining historical performance data from 2020 to 2024 with forward-looking projections through 2030. It uncovers critical insights into market size, growth rates, and key trends, providing a clear view of the industry’s evolution. By breaking down the market across product and distribution channel, the report identifies actionable opportunities for stakeholders to drive growth and outperform competitors.

Market Segmentation

The segmentation of the Japan toys and games market is outlined below:
Product: traditional toys and games (licensed, non-licensed), video games and consoles
Distribution channel: convenience stores, supermarkets and hypermarkets, grocery stores, electronics stores, toy stores, e-commerce, others

The toys and games market in the Japan is segmented by product and distribution channel. By product, the market features traditional toys and games (licensed, non-licensed), and video games and consoles. Distribution channel segments are divided into convenience stores, supermarkets and hypermarkets, grocery stores, electronics stores, toy stores, e-commerce, and others.

Competitive Landscape

The Japan toys and games market exhibits significant competition. Leading companies within the market include Type-Moon Co. Ltd., Tomy Company Ltd., Square Enix Holdings Co. Ltd., Sony Corporation, Sega Sammy Holdings Inc., Nintendo Co. Ltd., Niantic Inc., Mixi Inc., Meta Platforms Inc., LY Corporation, LEGO Group, Konami Group Corporation, GungHo Online Entertainment Inc., Epoch Co. Ltd., CyberAgent Inc., Colopl Inc., Bushiroad Inc., Bandai Namco Holdings Inc. and Agatsuma Co. Ltd.

This report presents an extensive analysis of major entities in the toys and games market, focusing on their performance from 2020 to 2024. Findings showcase changes in market share, recognizing both long-standing leaders and new challengers.

Why Buy This Report?

Obtain precise statistical data and forecasts for the Japan toys and games market.
Gain in-depth analysis and forecasts for the key segments of the Japan toys and games market: product and distribution channel.
Develop region-specific strategies and set strategic priorities based on localized data analysis.
Gain deep insights into the dynamics of the Japan toys and games market.
Identify high-potential investment opportunities by targeting growth sectors and emerging trends.
Anticipate the future trajectory of the Japan toys and games market with informed projections.
Assess the competitive landscape to determine the ideal timing for capitalizing on market opportunities.
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Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Japan Toys and Games Market – Product Analysis
Japan Toys and Games Market – Distribution Channel Analysis
Company Shares Analysis
Type-Moon Co., Ltd.
Tomy Company, Ltd.
Square Enix Holdings Co., Ltd.
Sony Corporation
Sega Sammy Holdings, Inc.
Nintendo Co., Ltd.
Niantic, Inc.
Mixi, Inc.
Meta Platforms, Inc.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table Japan Toys and Games Market 2020-2030
Chart Japan Toys and Games Market, Net Growth, 2020-2030
Chart Japan Toys and Games Market, Growth Rates, 2020-2030
Table Japan Toys and Games Market by Product, 2020-2030
Chart Japan Toys and Games Market by Product, CAGR Historic and Forecast, 2020-2030
Chart Japan Toys and Games Market by Product, 2020-2030
Table Japan Toys and Games Market by Distribution Channel, 2020-2030
Chart Japan Toys and Games Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Japan Toys and Games Market by Distribution Channel, 2020-2030
Table Japan Toys and Games Market Share (%), by Companies, 2020-2024
Chart Japan Toys and Games Market, by Companies, 2024
Table Japan Toys and Games Market Share (%), by Brands, 2020-2024
Chart Japan Toys and Games Market, by Brands, 2024
Table Japan – Population (Millions) and Forecast
Table Japan – Consumer Price Index (CPI) and Forecast
Table Japan – Gross Domestic Product and Forecast
Table Japan Toys and Games Market: Spend as a Proportion of GDP (%)
Table Japan Toys and Games Market: Consumption per Capita (Population)

Companies Mentioned

Type-Moon Co., Ltd.
Tomy Company, Ltd.
Square Enix Holdings Co., Ltd.
Sony Corporation
Sega Sammy Holdings, Inc.
Nintendo Co., Ltd.
Niantic, Inc.
Mixi, Inc.
Meta Platforms, Inc.
LY Corporation
LEGO Group
Konami Group Corporation
GungHo Online Entertainment, Inc.
Epoch Co., Ltd.
CyberAgent, Inc.
Colopl, Inc.
Bushiroad, Inc.
Bandai Namco Holdings, Inc.
Agatsuma Co., Ltd.