Tokyo International Toy Fair, Japan

The Tokyo Toy Show in Japan is one of the world’s largest and most prestigious toy exhibitions. Established in 1962, it is organized by the Japan Toy Association, which actively encourages participation from international exhibitors.It is Asia’s earliest dedicated toy trade show, launched in tandem with the industry’s transition to large-scale, modernized production.

The Tokyo Toy Show attracts 968 exhibitors from around the globe and draws over 93,971 toy enthusiasts, all coming together to explore a boundless world of creativity and endless fun. It provides exhibitors with an exceptional platform to showcase their latest products, innovative toys, and entertainment offerings. Visitors are invited into a dreamlike toy kingdom, where they can immerse themselves in a sea of exquisite toys and discover limitless joy and surprises.

The Tokyo Toy Show features a diverse array of high-quality toys, including educational and smart toys for children, traditional playthings, scale models, puzzle games, dolls, and anime‑related merchandise. Exhibitors present their cutting-edge designs, groundbreaking technologies, and interactive experiences, offering audiences a feast of imagination and delight.

In addition, the event hosts a variety of activities and performances, such as toy launch events, special programs, live shows, and hands-on interactive sessions for children. Industry experts and exhibitors share their creative visions, practical applications, and the educational and recreational value of toys, allowing attendees to experience firsthand the charm of play while gaining insights into the latest trends and innovative uses within the sector.

The Tokyo Toy Show opens up vast opportunities and brings immense enjoyment to Japan’s toy industry. Let us look forward to this vibrant, joyous celebration of toys—rooted in Asia yet serving the global market, and forging a pragmatic, efficient pathway for collaboration and growth among domestic and international players in the toy sector. (Copyright of this content belongs to Juzhan; unauthorized reproduction is prohibited.)

Tokyo International Toy Fair, Japan tickets are e-tickets. Domestic and international visitors must complete online pre-registration with real-name passport verification. After purchase, the organizer verifies visitor identity. Visitors who do not meet entry requirements may need to submit additional documents. Once approved, you will receive email confirmation or a QR code. On site, present your original passport and confirmation letter to collect a paper badge, or scan the QR code to enter.

Partial exhibitor directory and exhibitor list for Tokyo International Toy Fair, Japan: （株）エポック社, エンゼルトランプ販売（株）, （株）SOOTANG HOBBY, トイジャーナル, 台湾, and others. The 2026 edition is expected to feature 500+ exhibiting companies. To obtain the full exhibitor directory (including booth numbers and contact details), please visit the official exhibition website or contact Jufair.

The Exhibition Value of the Tokyo Toy Show

• The Tokyo Toy Show is one of the world’s most influential specialized toy exhibitions, alongside the New York Toy Fair and the Nuremberg International Toy Fair, collectively known as the “Big Three” toy shows. Since its inception in 1962, it has been successfully held for more than sixty editions and is widely recognized in the industry as a leading indicator of trends in Asia’s toy sector and a strategic gateway for global companies seeking to enter the Japanese and broader Asia-Pacific markets. Organized by the Japan Toy Association, the show takes place annually at the Tokyo Big Sight exhibition center. It is Asia’s longest-running specialized toy fair, evolving in tandem with the toy industry’s transition to large-scale, modern production.
• The core value of participating lies in its unique platform that precisely connects exhibitors with Japan—the world’s third-largest toy market—while concentrating a highly targeted pool of professional buyers. Japan’s toy market continues to grow against the trend, reaching a record US$3.43 billion in 2024, with projections indicating a further increase to US$3.8 billion by 2025. The 2025 edition will feature 210 exhibiting companies showcasing approximately 35,000 toy products, attracting 16,111 professional visitors and 56,510 general public attendees, for a total of 72,621 participants. The 2026 event is expected to expand significantly, with an anticipated 968 exhibitors and over 93,000 professional visitors. The first two days are reserved exclusively for trade professionals, fostering a quiet and efficient trading environment, while the final two days open to the public, drawing substantial end‑consumer participation and creating a distinctive B2B–B2C dual‑driven platform advantage.
• The show establishes a one-stop commercial platform covering the entire toy industry value chain. Exhibits span all categories, including infant toys, electronic toys, die-cast and mechanical toys, figurines, educational toys, board games, scale models, dolls, anime‑related merchandise, outdoor sports equipment, party supplies, children’s books, and more. Prominent exhibitors include international leaders such as Bandai, Takara Tomy, Mattel, Sega, Hasbro, Epoch, Kyosho, and MegaHouse.
• The show aligns with three major industry trends—“Kidult adult toys,” “AI‑powered smart toys,” and “revitalization of traditional IP”—and builds a cutting-edge hub for deep integration among industry, academia, research, and application. In recognition of these trends, the Japan Toy Association officially introduced a “Kidult Toys” category in its annual awards, underscoring the pivotal role adult consumers play in driving market growth. At the 2025 show, a generative AI‑enabled meerkat‑shaped robot became a standout attraction, capable of memorizing conversations and engaging naturally with users, targeting women aged 20–30. Meanwhile, the classic Japanese doll Licca-chan unveiled a new version featuring a home model equipped with modern amenities such as a delivery box and automatic door locks, along with flooring crafted from diverse textured materials, enabling visually impaired children to enjoy tactile play. Other innovative offerings—including therapeutic companion robots designed for solitary seniors and exercise toys suitable for home use—also drew significant attention.
• For Chinese enterprises, this exhibition serves as a strategic gateway to penetrate the Japanese and Asian markets, connect with international resources, and showcase their innovative capabilities. Japan’s toy market places exceptionally high demands on product quality, safety, and design innovation. By entering the Japanese market through this platform, Chinese companies can effectively enhance their international brand reputation. The show features a dedicated “International Pavilion,” where Germany’s Spielwarenmesse eG has organized multinational delegations for many years; in 2025, 27 international firms showcased their products together on a 315-square-meter joint exhibit. During the 2025 event, the Chinese trendy toy brand 52TOYS made its debut, presenting its offerings and capturing the attention of numerous professional buyers. As the world’s largest toy producer, China enjoys strong competitiveness in areas such as smart toys, trendy toys, and IP‑based derivatives. Exhibiting companies can leverage this platform to access key procurement networks in Japan and across the Asia‑Pacific region, seizing early opportunities in the intelligent transformation of the toy industry.

Notable exhibitors

• Leading Japanese toy manufacturers:BANDAI, TAKARA TOMY, EPOCH, SEGA, KYOSHO, MegaHouse, KAWADA, Showa Note, People, AGATSUMA, T-ARTS
• Internationally renowned brands:MATTEL, Hasbro, LEGO, Funko
• Iconic Japanese IP brands:Licca-chan, Tamagotchi, Tomica, Plarail, Anpanman, Ultraman, Kamen Rider, Pretty Cure
• Chinese exhibitors:52TOYS
• International pavilion exhibitors:ZURU INC (New Zealand), Craft Hub (international pavilion participant), and other international exhibitors organized by Spielwarenmesse eG from Germany (a total of 27 companies in 2025)
• Other exhibitors:coconos, itten, amanoppo, E-TOO, Toy Journal, Hasbro Japan, MATTEL International, International Trade, Daoyousha, Enski, Xinglu Net, Yanoman, Li Mantuo, Happy-net