fiscal year 2025; the Japanese fiscal year runs from April 1 of the stated year to March 31 of the following year
Special properties
the market size is based on the list price
Supplementary notes
*Excluding drugstore distribution for baby and transport-related goods in the educational toy segment. **Including the distribution of models.
According to the source, the market size is based on the original products and private-brand products of member companies of The Japan Toy Association as well as companies exhibiting at the Tokyo Toy Show.
100 Japanese yen equal 0.62 U.S. dollars or 0.54 euros as of July 2026. Values have been rounded.
In fiscal year 2025, the market size of card and trading card games in Japan amounted to over  billion Japanese yen, representing the largest segment within the domestic toy market. Educational toys followed in second place, encompassing predominantly products directed at children in early childhood such as blocks, wooden products, and baby goods.
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The Japan Toy Association. (June 22, 2026). Value of the toy market in Japan in fiscal year 2025, by segment (in billion Japanese yen) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1261904/japan-toy-market-size-by-type/
The Japan Toy Association. "Value of the toy market in Japan in fiscal year 2025, by segment (in billion Japanese yen)." Chart. June 22, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1261904/japan-toy-market-size-by-type/
The Japan Toy Association. (2026). Value of the toy market in Japan in fiscal year 2025, by segment (in billion Japanese yen). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1261904/japan-toy-market-size-by-type/
The Japan Toy Association. "Value of The Toy Market in Japan in Fiscal Year 2025, by Segment (in Billion Japanese Yen)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 22 Jun 2026, /statistics/1261904/japan-toy-market-size-by-type/
The Japan Toy Association, Value of the toy market in Japan in fiscal year 2025, by segment (in billion Japanese yen) ÌÇÐÄÆƽâ°æ, /statistics/1261904/japan-toy-market-size-by-type/ (last visited July 26, 2026)
Value of the toy market in Japan in fiscal year 2025, by segment (in billion Japanese yen) [Graph], The Japan Toy Association, June 22, 2026. [Online]. Available: /statistics/1261904/japan-toy-market-size-by-type/
