Japan: share of character merchandising market by segment 2022

Toys accounted for more than 51 percent of the character merchandising market in Japan in fiscal year 2022. The value of the character merchandising market amounted to 1.27 trillion Japanese yen during that year. The market is part of the larger character business market, which also encompasses the character licensing business.

Share of the character merchandising market in Japan in fiscal year 2022, by segment

Characteristic	Market share
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Release date

August 2023

More information

Region

Japan

Survey time period

fiscal year 2022; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Special properties

merchandising refers to the rights to use a character attached to a product; the market size is calculated based on retail sales

Supplementary notes

*'Homeware' includes bed linen, towel products, nightwear, loungewear, household furniture, and kitchenware/tableware, etc.

“Characters” in this research refers to characters in anime titles, manga, games and illustrations. Celebrities and entertainers are not included.

100 Japanese yen equal 0.69 U.S. dollars or 0.63 euros as of September 2023.

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