Tokyo Toy Show, Japan

The Value of Participating in the Tokyo Toy Show

• The Tokyo Toy Show is one of the most influential specialized toy exhibitions worldwide, alongside the New York Toy Fair and the Nuremberg Toy Fair, collectively known as the “Big Three.” Since its inception in 1962, it has been held more than sixty times and is widely regarded as a barometer of Asia’s toy industry and a strategic gateway for global companies seeking to enter the Japanese and broader Asia-Pacific markets. Organized annually by the Japan Toy Association at the Tokyo Big Sight International Exhibition Center, it is Asia’s longest-running specialized toy fair, evolving in tandem with the industry’s transition to large-scale modern production.
• The core value of participation lies in its unique ability to connect exhibitors with Japan’s position as the world’s third-largest toy market, combined with a highly concentrated pool of professional buyers. Japan’s toy market continues to grow against the trend, reaching a record $3.43 billion in 2024, with projections indicating a further increase to $3.8 billion by 2025. The 2025 edition gathered 210 exhibitors, presenting approximately 35,000 toy varieties, attracting 16,111 professional visitors and 56,510 general public attendees, for a total of 72,621 participants. The 2026 show is anticipated to expand significantly, with an estimated 968 exhibitors and over 93,000 professional visitors. The first two days are reserved exclusively for professional buyers, ensuring a quiet and efficient trading environment, while the final two days open to the public, drawing substantial end‑consumer engagement and creating a distinctive B2B–B2C dual‑drive platform.
• The show establishes a one‑stop commercial platform covering the entire toy industry chain. Exhibits range across all categories, including infant toys, electronic toys, die‑cast and mechanical toys, figurines, educational toys, board games, models, dolls, anime‑related merchandise, outdoor sports equipment, party supplies, children’s books, and more. Prominent exhibitors include Bandai, Takara Tomy, Mattel, Sega, Hasbro, Epoch, Kyosho, MegaHouse, and other leading international brands.
• The show aligns with three major industry trends—adult‑oriented “Kidult” toys, AI‑enabled smart toys, and revitalized traditional IPs—creating a cutting‑edge technological ecosystem integrating academia, industry, and application. The Japan Toy Association formally established the “Kidult Toy” category in its annual awards, recognizing adult consumers as a key driver of market growth. At the 2025 show, a weasel‑shaped robot powered by generative AI became a standout attraction, capable of recalling conversations and engaging naturally with users, targeting women aged 20–30. Additionally, the classic Japanese doll Licca-chan debuted a new version featuring a home model equipped with modern conveniences such as delivery lockers and automatic door locks, while its floor incorporates diverse textures to enable visually impaired children to experience tactile play. Other innovative offerings, including therapeutic companion robots for solitary seniors and home‑based exercise toys, also drew significant attention.
• For Chinese enterprises, the show represents a strategic gateway to the Japanese and broader Asian markets, facilitating connections with international resources and showcasing innovative capabilities. Japanese toy markets impose stringent requirements regarding product quality, safety, and design innovation. By participating in this show, Chinese companies can effectively enhance their international brand reputation. A dedicated “International Pavilion” hosts German exhibitors, with Spielwarenmesse eG organizing multinational delegations for many years. In 2025, 27 international companies showcased their products on a joint 315‑square‑meter booth. During the same event, the Chinese trendy toy brand 52TOYS made its debut, capturing the attention of numerous professional buyers. As the world’s largest toy producer, China holds significant competitive advantages in smart toys, trend‑setting toys, and IP‑derived products. Exhibitors can leverage this platform to connect with core procurement networks in Japan and the Asia‑Pacific region, seizing opportunities in the intelligent transformation of the toy industry.