Bandai’s Tamagotchi Paradise on display at Tokyo Big Sight, August 28. (©Sankei Hayato Narita)
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The Tokyo Toy Show 2025, Japan's largest toy trade fair, kicked off on August 28 at Tokyo Big Sight in Koto Ward. This year's exhibition highlights toys infused with cutting-edge technology and inventive ideas. The booming "kidult" market, adult-oriented toys that power Japan's ¥1-trillion JPY-plus (over $7 billion USD) industry, has grown ever more diverse and specialized. Shelves are also filling with character goods aimed at the coming Christmas season.
Evolution of Popular Products
Bandai has expanded its long-running Tamagotchi series with the debut of Tamagotchi Paradise. A zoom dial on the device allows players to shift magnification from the cellular to the cosmic level, offering caretaking gameplay across entire worlds. Two units can also be linked to unlock interactive communication features.
Making its debut at the show, SHARP unveiled its companion robot Poketomo, developed using the company's proprietary artificial intelligence (AI) technology. Modeled after a meerkat, the character robot communicates expressively through gestures. It also links with characters in a smartphone app, allowing conversations and other content to be shared with the robot.
Expanding Kidult Market
The market for "kidults," a blend of "kids" and "adults," is rapidly diversifying. Blind-box figurines, kept a mystery until opened, are booming, with many fans snapping up whole cases to complete the set.
Epoch's Sylvanian Families Baby Collection has struck a particular chord with adult women, selling more than one million units annually. Takara Tomy Arts' PERIHAPI line also stands out, featuring intricately detailed figurines that are revealed by tearing open perforated packaging — a small but satisfying ritual that adds to their allure.
For Adults, Detail is Everything
Some offerings are unmistakably targeted at adults, both in craftsmanship and price. Bandai Spirits' EXPO2025 Chogokin RX-78F00/E Gundam is a finely detailed replica of the life-sized statue now towering over the GUNDAM NEXT FUTURE PAVILION at Expo 2025 Osaka-Kansai. Kawada's nanoblock Godzilla (2023) Deluxe Edition recreates the monster's iconic roar from Godzilla Minus One. Measuring 25 centimeters tall and 40 centimeters long, the build delivers serious satisfaction for dedicated builders.
Toys for Christmas
Character toys for the Christmas season are also in abundance. Takara Tomy's Pokemon smartphone Rotom SHAKE lets players snap their surroundings with a built-in camera. Shaking the device then morphs the scene into forests or seas where Pokemon can be discovered.
Another holiday staple, the Kamen Rider transformation belt, returns in Bandai's DX Zets Driver. Featured in the latest series Kamen Rider Zets, the belt dazzles with an extravagant full-body light display, making it a must-have on many boys' Christmas lists.
Toy Market Tops ¥1 Trillion Again
According to the Japan Toy Association, Japan's toy market grew 7.9% in fiscal 2024 to ¥1.0992 trillion, or $7.6 billion (at suggested retail prices). It was the second straight year the market topped the ¥1 trillion mark, setting a new record since surveys began in 2001.
Now in its 62nd year, the Tokyo Toy Show is showcasing over 35,000 products from 210 companies, 92 of which are from overseas. It will open to the public on August 30 and 31, with tickets available online only, ¥2,000 ($14) for high school students and older, free for junior high and younger. Last year's show drew roughly 80,000 visitors over four days.
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Author: The Sankei Shimbun
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