Japan: toy market size by type 2022

In fiscal year 2022, the market size of card and trading card games in Japan amounted to over 235 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.

Value of the toy market in Japan in fiscal year 2022, by type (in billion Japanese yen)

Characteristic	Market size in billion Japanese yen
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Release date

June 2023

More information

Region

Japan

Survey time period

fiscal year 2022; 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 0.70 U.S. dollars or 0.64 euros as of August 2023.
Values have been rounded.

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