Japan’s toy market is currently undergoing a major transformation. In fiscal year 2024, the market reached a record-high value of ¥1.0992 trillion. This shows that the market continues to grow despite the declining birthrate, thanks to the rise of "kidult toys" that adults can also enjoy, as well as increasing demand from inbound tourists interested in Japanese culture.
The "Tokyo Toy Show 2025," held from Thursday, August 28 to Sunday, August 31, was the perfect showcase of the "now" of Japan’s toy market!
This time, a FUN! JAPAN editor visited the venue with her two elementary school-aged children and reported on its charm from a unique perspective. In this article, we’ll share four standout highlights from the many exhibits, along with useful information for readers living in Japan or planning a trip here.
*By purchasing or reserving products introduced in this article, a portion of the sales may be returned to FUN! JAPAN.
Must-See! 4 Key Points Unlocking the Trends of Tokyo Toy Show 2025
Toy trends are like a mirror reflecting society and culture. Walking around the venue with two elementary schoolers, we discovered four key trends shaping Japanese toys in 2025.
1. Dream Collaborations Come True! Anime and Game Character Toys
Japanese characters enjoy immense popularity all over the world. At this year’s Tokyo Toy Show, some of those beloved characters appeared in surprising collaborations, turned into toys.
The first one that caught our attention was the collaboration between Sega’s world-famous character "Sonic the Hedgehog" and Sanrio characters, released as "SONIC & FRIENDS Sanrio characters." This lineup is already creating buzz among overseas fans on social media, and many are eagerly awaiting its release in November 2025.
👉Check out what SONIC & FRIENDS goods are available here
The item that drew the eye of my fourth-grade daughter was a special collaboration series of Japan’s iconic doll "Licca-chan." Exhibits included Licca-chan dressed in tie-ups with popular anime like "Detective Conan" and "Secret Aipri," as well as Sanrio characters like Hello Kitty and Kuromi. These collaborations really showcased the diversity and depth of Japan’s character culture.
There was even an area where you could play with the toys on the spot. Other unique collaborations also stood out, such as a stylish dollhouse created with the Japanese interior brand "Francfranc," and a Licca-chan produced with the cosmetics brand "KATE."
👉Click here to purchase Licca-chan × Sanrio collaboration items
👉Click here to purchase Licca-chan × Detective Conan collaboration items
👉Click here to purchase Licca-chan × Secret Aipri collaboration items
👉Click here to purchase KATE LICCA
👉Click here to purchase Francfranc × Licca interior coordination items
2. Nostalgic Yet New! Revived Toys from the Heisei and Showa Eras
Many toys that were once huge hits have been updated with modern technology and design. This isn’t just about a retro boom—it reminds us of the timeless essence of play that crosses generations.
The "Tamagotchi," which became a global craze in the 1990s, has been reborn as "Tamagotchi Paradise," complete with the latest features and design. With the zoom dial, you can take care of your Tamagotchi on levels ranging from the cellular scale to the cosmic scale. Amazingly, there are over 50,000 different Tamagotchi appearances!
👉Click here to purchase Tamagotchi Paradise
Simple yet addictive toys like "Butaminton" and "Beyblade" are also back in the spotlight. My first-grade son was fascinated by them!
"Butaminton" is an action game where you use pig-shaped mascots as rackets to hit a shuttlecock back and forth over a net, just like badminton. First released in 1987 and again in 2004, it has now been renewed in 2025. The clever trick is that the shuttlecock flies thanks to air blown from the pig’s nose.
👉Click here to purchase Butaminton
"Beyblade," a battle-top game first released in 1999, is now in its 4th generation with "BEYBLADE X," on sale since 2023. It’s a modern evolution of the traditional Japanese "Beigoma" spinning top, letting players customize their tops, enter tournaments, and compete across generations.
Perhaps it’s precisely because we live in a digital age that the charm of analog play stands out even more.
👉Click here to purchase BEYBLADE X
3. Impressive Even for Adults! Digital Toys with Cutting-Edge Tech
Another noteworthy trend is the rise of toys equipped with advanced digital features that even adults can admire.
One example is the toy camera "PRINT CAMERA Purika," which lets you instantly print the photos you take. It’s especially popular for its monochrome receipt-style prints, a trend that started in Korea, and is now gaining traction among Gen Z for its analog feel and grainy quality—something you can’t replicate with a smartphone. My fourth-grade daughter eagerly tried it out. The printed photos can also be decorated with handwritten notes or collected in a special album.
👉Click here to purchase PRINT CAMERA Purika
4. Kidult Toys (Kid + Adult)
Just like last year, there were plenty of "kidult toys" on display again this time. Kidult is a made-up word that combines "kid" and "adult." Toys that have been redesigned for adults or newly developed with adults as the main target are creating a brand-new market as "kidult toys."
👉What are kidult toys? Check out last year’s "Tokyo Toy Show 2024" report article
At the "Gundam plastic models" section and in front of the display of "Chogokin THE TRAIN," a steam locomotive-style time machine from the movie "Back to the Future Part III," many adults stopped to admire the detailed craftsmanship.
👉Want to see more "Gundam plastic models"? Take a look here
👉Click here to purchase Chogokin THE TRAIN
Tips for Visiting with Kids
The Tokyo Toy Show is a four-day event, with the first two days as business days and the last two as public days open to everyone. It’s an event you can enjoy all day long, but if you’re visiting with kids, some preparation beforehand makes things much easier.
Check which booths you want to visit in advance
The venue is very large, so it’s nearly impossible to see everything in just one day. Using the venue map on the official website to list the booths you’re most interested in will help you explore more efficiently.
There are also many free hands-on activities such as games and crafts, but they’re all very popular. For especially in-demand ones, like the free trial of the arcade game "Pokémon Frenda," numbered tickets may be distributed. Deciding on your priorities and getting those tickets first is highly recommended.
In our case, the free trial booth we planned to visit in the afternoon had already run out of tickets shortly after lunch, so we couldn’t participate.
Nursing and diaper-changing spaces available
The venue has nursing rooms and diaper-changing spaces. Strollers are allowed, but due to crowds you may be asked to fold them. There are stroller parking areas as well.
Bring food if you want to save time and money
You can sit and eat in open spaces within the venue. There are some restaurants inside, but of course they get crowded at lunchtime. There are also convenience stores near the venue, but rice balls and bread often sell out around lunchtime. Buying food early in the morning or bringing your own is a smart choice.
About foreign language support
We didn’t find any specific multilingual guidance or dedicated services inside the venue.
The Tokyo Toy Show isn’t just about seeing the latest toys—it’s also a cultural event where you can experience Japanese anime, retro culture, and cutting-edge technology all in one place. Japanese toys are no longer just for kids—they’ve evolved into products for people of all ages. Be sure to try out the toys we introduced here. They’re sure to bring plenty of fun for adults too.
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