日本玩具和遊戲市場規模、佔有率、趨勢和預測（按產品類型、分銷管道和地區分類，2026-2034年）

Japan Toys and Games Market Size, Share, Trends and Forecast by Product Type, Distribution Channel, and Region, 2026-2034

出版日期: 2026年01月01日 | 出版商:

IMARC | 英文 117 Pages | 商品交期: 5-7個工作天內

價格

簡介目錄

日本玩具和遊戲市場在2025年達到73.275億美元。 IMARC Group預測，到2034年，該市場規模將達到107.367億美元，2026年至2034年的複合年成長率（CAGR）為4.34%。市場成長的驅動力包括：對益智玩具的強勁需求、互動產品的技術創新、動畫周邊產品日益成長的人氣，以及對收藏品情有獨鍾的成年粉絲群不斷壯大。文化趨勢和媒體的影響力也在塑造消費者的偏好，進而推動市場持續成長。

日本玩具與遊戲市場趨勢：

動畫和流行文化系列的影響

動畫、漫畫和遊戲文化深深植根於日本社會，並對市場發展做出了巨大貢獻。像是《精靈寶可夢》、《七龍珠》和《海賊王》等熱門IP帶動了各個年齡層消費者對周邊產品的需求。與動畫和遊戲相關的玩具（例如手辦、卡牌遊戲和收藏品）都名列暢銷產品之列。這些IP透過故事情節、懷舊情懷和粉絲社群與消費者建立強烈的情感聯繫，從而促進重複購買和品牌忠誠度。與媒體發布緊密相關的商品推廣策略，持續激發消費者對新產品的興趣，並提升了日本玩具和遊戲市場的佔有率。跨動畫、手機遊戲、電影和玩具行銷的能力，增強了品牌影響力，並建立了廣泛的消費群。媒體與周邊產品的這種合作在日本玩俱生態系統中扮演著核心角色，強化了授權商品的文化意義，並使角色主導玩具成為產業成長的關鍵引擎。例如，2025年3月，NHN公司與日本娛樂公司KADOKAWA合作，開發了一款基於人氣電視動畫《押之子》（OSHI NO KO）IP的益智遊戲。該計劃是首款基於《押之子》IP的遊戲，該IP已吸引了包括日本、韓國、北美和歐洲在內的全球動畫。最近，隨著第三季將於2026年在日本播出的消息公佈，動畫更是備受矚目。

擴大成人消費族群（「童心未泯的成年人」）

日本玩具和遊戲市場的成長也得益於所謂「童心未泯的成年人」（kidults）族群的崛起。這群人指的是那些追求高品質、具有收藏價值或充滿懷舊情懷的玩具的成年消費者，這些玩具能夠將他們與童年以及他們喜愛的作品世界聯繫起來。這個類別涵蓋了從比例模型、復古玩具到限量版手辦和精美圖板遊戲等各種產品。成年收藏家願意為優質的設計、獨特性和正版性支付更高的價格。玩具製造商現在正積極瞄準這個群體，透過轉售復古玩具、與藝術家合作以及推出以經典動畫和遊戲角色為主題的周邊產品來吸引他們。線上社群和粉絲大會為圍繞收藏和交易的互動平台提供了進一步的推動力。這些玩具的情感和藝術價值超越了單純的玩耍，常常被提升為生活風格用品和室內裝飾。隨著人口老化和成年勞動者可支配收入的增加，「童心未泯的成年人」市場持續成長，對日本玩具和遊戲市場的前景產生了積極影響。例如，2024年11月，國際知名遊戲開發商光速工作室（LIGHTSPEED STUDIOS）宣布成立光速日本工作室（LightSpeed Japan Studio），這是一個專注於開發原創AAA級動作遊戲的全新遊戲開發工作室，標誌著該公司全球發展歷程中的一個重要里程碑。工作室將由知名遊戲總監五野秀明（Hideaki Gono）領導。五野秀明出生於大阪，是卡普空（Capcom）的資深人士，曾參與構思《街頭霸王Alpha》系列，並擔任過《能量寶石》（Power Stone）、《私立正義學園》（Rival Schools）、《卡普空VS SNK》（Capcom vs. SNK）、《龍之信條》（Dragon's Dogma）和《鬼店》（Kryce Cry）的經典系列叢書（Dragon's Dog）。

本報告解答的關鍵問題

日本玩具和遊戲市場目前發展狀況如何？您認為未來幾年它將如何發展？
日本玩具和遊戲市場按產品類型分類的結構是怎樣的？
日本玩具和遊戲市場按分銷管道分類的構成比是怎樣的？
日本玩具和遊戲市場按地區分類的情況如何？
日本玩具和遊戲市場價值鏈的不同階段有哪些？
日本玩具和遊戲市場的主要促進因素和挑戰是什麼？
日本玩具和遊戲市場的結構是怎麼樣的？主要參與者有哪些？
日本玩具和遊戲市場的競爭程度如何？

The Japan toys and games market size reached USD 7,327.5 Million in 2025 . Looking forward, IMARC Group expects the market to reach USD 10,736.7 Million by 2034 , exhibiting a growth rate (CAGR) of 4.34 % during 2026-2034 . The market is driven by a strong demand for educational toys, technological innovation in interactive products, rising popularity of anime-based merchandise, and growing adult fanbase seeking collectibles. Cultural trends and media influence also shape consumer preferences and drive continued market growth.

JAPAN TOYS AND GAMES MARKET TRENDS:

Influence of Anime and Pop Culture Franchises

Anime, manga, and gaming culture are deeply embedded in Japanese society and significantly shape the market. Popular franchises like Pokemon, Dragon Ball, and One Piece drive demand for character merchandise across all age groups. Toys tied to anime series or game releases, such as action figures, card games, and collectibles, are among the top sellers. These franchises create a strong emotional connection with consumers through storylines, nostalgia, and fan communities, which translate into repeat purchases and brand loyalty. Merchandising strategies often synchronize with media releases, ensuring a constant buzz around new products, which is fueling the Japan toys and games market share. The ability to cross-market through anime, mobile games, films, and toys strengthens the brand presence and creates a wide consumer base. This connection between media and merchandise plays a central role in Japan's toy ecosystem, reinforcing the cultural relevance of licensed products and making character-driven toys a major growth engine for the industry. For instance, in March 2025, NHN Corporation collaborated with the Japanese entertainment firm KADOKAWA to develop a puzzle game inspired by the intellectual property (IP) of the famous Japanese TV anime '[OSHI NO KO]'. This project represents the inaugural game created from the '[OSHI NO KO]' IP, which has enchanted anime enthusiasts across the globe, including in Japan, Korea, North America, and Europe. The anime has recently received increased attention following the announcement of its third season, scheduled to premiere in Japan in 2026.

Expansion of the Adult Consumer Segment ("Kidults")

The Japan toys and games market growth is also driven by the rise of adult consumers, often referred to as "kidults." These buyers seek high-quality, collectible, or nostalgic toys that connect them to their childhood or favorite franchises. This segment includes everything from scale models and vintage toys to limited-edition figures and intricate board games. Adult collectors are willing to spend more for premium designs, exclusivity, and authenticity. Toy companies now actively target this demographic by rereleasing retro toys, collaborating with artists, and offering merchandise themed around classic anime and gaming icons. Online communities and fan conventions further boost demand by creating social spaces around collecting and trading. The emotional and artistic appeal of these toys often transcends play, transforming them into lifestyle or decor items. As the population ages and disposable income increases among working adults, the kidult market continues to grow, creating a positive impact on the Japan toys and games market outlook. For instance, in November 2024, a prominent international game developer, LIGHTSPEED STUDIOS, revealed the opening of LightSpeed Japan Studio, its latest game development studio dedicated to creating original AAA action game titles, signaling a significant advancement in LIGHTSPEED STUDIOS' global growth. The renowned game director, Hideaki Itsuno will head LightSpeed Japan Studio. Originating from Osaka, Itsuno is a veteran of Capcom, where he not only envisioned the Street Fighter Alpha series but also directed iconic franchise series like Power Stone, Rival Schools, and Capcom VS. SNK, Dragon's Dogma, and Devil May Cry.

JAPAN TOYS AND GAMES MARKET SEGMENTATION:

Product Type Insights:

Plush Toys
Infant/Preschool Toys
Activity Toys
Dolls
Games and Puzzles
Ride-Ons
Others
Plush Toys
Infant/Preschool Toys
Activity Toys
Dolls
Games and Puzzles
Ride-Ons
Others

Regional Insights:

Kanto Region
Kansai/Kinki Region
Central/ Chubu Region
Kyushu-Okinawa Region
Tohoku Region
Chugoku Region
Hokkaido Region
Shikoku Region
Kanto Region
Kansai/Kinki Region
Central/ Chubu Region
Kyushu-Okinawa Region
Tohoku Region
Chugoku Region
Hokkaido Region
Shikoku Region
The report has also provided a comprehensive analysis of all the major regional markets, which include the Kanto Region, Kansai/Kinki Region, Central/ Chubu Region, Kyushu-Okinawa Region, Tohoku Region, Chugoku Region, Hokkaido Region, and Shikoku Region.

COMPETITIVE LANDSCAPE:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

KEY QUESTIONS ANSWERED IN THIS REPORT
How has the Japan toys and games market performed so far and how will it perform in the coming years?
What is the breakup of the Japan toys and games market on the basis of product type?
What is the breakup of the Japan toys and games market on the basis of distribution channel?
What is the breakup of the Japan toys and games market on the basis of region?
What are the various stages in the value chain of the Japan toys and games market?
What are the key driving factors and challenges in the Japan toys and games market?
What is the structure of the Japan toys and games market and who are the key players?
What is the degree of competition in the Japan toys and games market?

1 Preface

2 Scope and Methodology

2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
- 2.3.1 Primary Sources
- 2.3.2 Secondary Sources
2.4 Market Estimation
- 2.4.1 Bottom-Up Approach
- 2.4.2 Top-Down Approach
2.5 Forecasting Methodology

3 Executive Summary

4 Japan Toys and Games Market - Introduction

4.1 Overview
4.2 Market Dynamics
4.3 Industry Trends
4.4 Competitive Intelligence

5 Japan Toys and Games Market Landscape

5.1 Historical and Current Market Trends (2020-2025)
5.2 Market Forecast (2026-2034)

6 Japan Toys and Games Market - Breakup by Product Type

6.1 Plush Toys
- 6.1.1 Overview
- 6.1.2 Historical and Current Market Trends (2020-2025)
- 6.1.3 Market Forecast (2026-2034)
6.2 Infant /Preschool Toys
- 6.2.1 Overview
- 6.2.2 Historical and Current Market Trends (2020-2025)
- 6.2.3 Market Forecast (2026-2034)
6.3 Activity Toys
- 6.3.1 Overview
- 6.3.2 Historical and Current Market Trends (2020-2025)
- 6.3.3 Market Forecast (2026-2034)
6.4 Dolls
- 6.4.1 Overview
- 6.4.2 Historical and Current Market Trends (2020-2025)
- 6.4.3 Market Forecast (2026-2034)
6.5 Games and Puzzles
- 6.5.1 Overview
- 6.5.2 Historical and Current Market Trends (2020-2025)
- 6.5.3 Market Forecast (2026-2034)
6.6 Ride-Ons
- 6.6.1 Overview
- 6.6.2 Historical and Current Market Trends (2020-2025)
- 6.6.3 Market Forecast (2026-2034)
6.7 Others
- 6.7.1 Historical and Current Market Trends (2020-2025)
- 6.7.2 Market Forecast (2026-2034)

7 Japan Toys and Games Market - Breakup by Distribution Channel

7.1 Specialty Stores
- 7.1.1 Overview
- 7.1.2 Historical and Current Market Trends (2020-2025)
- 7.1.3 Market Forecast (2026-2034)
7.2 Supermarkets and Hypermarkets
- 7.2.1 Overview
- 7.2.2 Historical and Current Market Trends (2020-2025)
- 7.2.3 Market Forecast (2026-2034)
7.3 Departmental Stores
- 7.3.1 Overview
- 7.3.2 Historical and Current Market Trends (2020-2025)
- 7.3.3 Market Forecast (2026-2034)
7.4 Online Stores
- 7.4.1 Overview
- 7.4.2 Historical and Current Market Trends (2020-2025)
- 7.4.3 Market Forecast (2026-2034)
7.5 General Stores
- 7.5.1 Overview
- 7.5.2 Historical and Current Market Trends (2020-2025)
- 7.5.3 Market Forecast (2026-2034)

8 Japan Toys and Games Market - Breakup by Region

8.1 Kanto Region
- 8.1.1 Overview
- 8.1.2 Historical and Current Market Trends (2020-2025)
- 8.1.3 Market Breakup by Product Type
- 8.1.4 Market Breakup by Distribution Channel
- 8.1.5 Key Players
- 8.1.6 Market Forecast (2026-2034)
8.2 Kansai/Kinki Region
- 8.2.1 Overview
- 8.2.2 Historical and Current Market Trends (2020-2025)
- 8.2.3 Market Breakup by Product Type
- 8.2.4 Market Breakup by Distribution Channel
- 8.2.5 Key Players
- 8.2.6 Market Forecast (2026-2034)
8.3 Central/ Chubu Region
- 8.3.1 Overview
- 8.3.2 Historical and Current Market Trends (2020-2025)
- 8.3.3 Market Breakup by Product Type
- 8.3.4 Market Breakup by Distribution Channel
- 8.3.5 Key Players
- 8.3.6 Market Forecast (2026-2034)
8.4 Kyushu-Okinawa Region
- 8.4.1 Overview
- 8.4.2 Historical and Current Market Trends (2020-2025)
- 8.4.3 Market Breakup by Product Type
- 8.4.4 Market Breakup by Distribution Channel
- 8.4.5 Key Players
- 8.4.6 Market Forecast (2026-2034)
8.5 Tohoku Region
- 8.5.1 Overview
- 8.5.2 Historical and Current Market Trends (2020-2025)
- 8.5.3 Market Breakup by Product Type
- 8.5.4 Market Breakup by Distribution Channel
- 8.5.5 Key Players
- 8.5.6 Market Forecast (2026-2034)
8.6 Chugoku Region
- 8.6.1 Overview
- 8.6.2 Historical and Current Market Trends (2020-2025)
- 8.6.3 Market Breakup by Product Type
- 8.6.4 Market Breakup by Distribution Channel
- 8.6.5 Key Players
- 8.6.6 Market Forecast (2026-2034)
8.7 Hokkaido Region
- 8.7.1 Overview
- 8.7.2 Historical and Current Market Trends (2020-2025)
- 8.7.3 Market Breakup by Product Type
- 8.7.4 Market Breakup by Distribution Channel
- 8.7.5 Key Players
- 8.7.6 Market Forecast (2026-2034)
8.8 Shikoku Region
- 8.8.1 Overview
- 8.8.2 Historical and Current Market Trends (2020-2025)
- 8.8.3 Market Breakup by Product Type
- 8.8.4 Market Breakup by Distribution Channel
- 8.8.5 Key Players
- 8.8.6 Market Forecast (2026-2034)

9 Japan Toys and Games Market - Competitive Landscape

9.1 Overview
9.2 Market Structure
9.3 Market Player Positioning
9.4 Top Winning Strategies
9.5 Competitive Dashboard
9.6 Company Evaluation Quadrant

10 Profiles of Key Players

10.1 Company A
- 10.1.1 Business Overview
- 10.1.2 Products Offered
- 10.1.3 Business Strategies
- 10.1.4 SWOT Analysis
- 10.1.5 Major News and Events
10.2 Company B
- 10.2.1 Business Overview
- 10.2.2 Products Offered
- 10.2.3 Business Strategies
- 10.2.4 SWOT Analysis
- 10.2.5 Major News and Events
10.3 Company C
- 10.3.1 Business Overview
- 10.3.2 Products Offered
- 10.3.3 Business Strategies
- 10.3.4 SWOT Analysis
- 10.3.5 Major News and Events
10.4 Company D
- 10.4.1 Business Overview
- 10.4.2 Products Offered
- 10.4.3 Business Strategies
- 10.4.4 SWOT Analysis
- 10.4.5 Major News and Events
10.5 Company E
- 10.5.1 Business Overview
- 10.5.2 Products Offered
- 10.5.3 Business Strategies
- 10.5.4 SWOT Analysis
- 10.5.5 Major News and Events

11 Japan Toys and Games Market - Industry Analysis

11.1 Drivers, Restraints, and Opportunities
- 11.1.1 Overview
- 11.1.2 Drivers
- 11.1.3 Restraints
- 11.1.4 Opportunities
11.2 Porters Five Forces Analysis
- 11.2.1 Overview
- 11.2.2 Bargaining Power of Buyers
- 11.2.3 Bargaining Power of Suppliers
- 11.2.4 Degree of Competition
- 11.2.5 Threat of New Entrants
- 11.2.6 Threat of Substitutes
11.3 Value Chain Analysis