Despite Japan’s declining birth rate, the toy market has been thriving unexpectedly, fueled by Japanese adults who have fallen in love with toys.

According to data from the Japan Toy Association cited by Kyodo News on September 14, in fiscal year 2024, Japan’s toy market grew by 7.9% year-on-year, reaching 1.1 trillion yen (about 53.17 billion RMB), a record high. Among the main drivers were trading cards and anime-related merchandise, which have grown 36% compared with ten years ago. Electronic pets and various plush toys have also gained popularity among adults.

This photo shows toys at the Tokyo Toy Show on August 28. (Xinhua reporter Jia Haosheng)

Statistics reveal that spending on toys by single-person households has risen significantly. In 2024, the average annual toy expenditure of single-person households in Japan was 14,498 yen (about 701 RMB), 3.5 times higher than in 2014. In comparison, multi-person households with at least one child spent an average of 12,367 yen (about 598 RMB) on toys.

In a recent report, economist Satsuki Kimura of the Meiji Yasuda Research Institute stated that toys are increasingly becoming a hobby and a form of self-expression for Japanese adults, shifting away from the traditional notion that “toys are designed only for children.”

Kimura noted that with the sharp rise in expenses related to hobbies and leisure, “Toys have become an affordable option for adults.” Moreover, many adults take their favorite plush toys out with them to photograph and post on social media, using them as a way to interact with others. “This shows that consumers are not only seeking value in the object itself but also hoping to interact with others and gain related experiences through it.” (By Jing Jing)

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