Tokyo International Toy Fair, Japan Tickets

The Tokyo Toy Show, one of the world’s largest toy exhibitions, was founded in 1962 and is organized by the Japan Toy Association. It draws 968 exhibitors from around the globe and attracts more than 93,971 toy enthusiasts. The show showcases a wide array of exquisite toys, including smart toys for children, traditional toys, scale models, educational games, dolls, and anime‑related merchandise, covering every segment of the toy industry. In addition, the event features toy launch presentations,

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.