Japan: character merchandising market size 2023

The character merchandising market in Japan was valued at 1.27 trillion Japanese yen in fiscal year 2022. A breakdown by segment shows that toys clearly dominated the market. The character merchandising market is part of the larger character business market, which also encompasses the character licensing business.

Value of the character merchandising market in Japan from fiscal year 2014 to 2022 with a forecast until 2023 (in trillion Japanese yen)

Characteristic	Market size in trillion Japanese yen
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Release date

August 2023

More information

Region

Japan

Survey time period

fiscal years 2014 to 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

*Forecast.

“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.
Values have been rounded.

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