Tokyo Toy Show targets adult enthusiasts and inbound tourists
After Japan’s toy market hit a record high in fiscal 2025, more than 180 toy makers are presenting new and flagship items in Tokyo, including products for kidults and inbound tourists.
- The Tokyo Toy Show is featuring products specifically intended for "kidults"—adults who enjoy toys—and tourists visiting Japan.
- Exhibits targeting adults include a nostalgic, ring-sized Tamagotchi and a board game centered on investing in stocks and cryptocurrencies.
- Iconic Japanese items, such as a model of the "Doctor Yellow" high-speed test train, are presented to appeal to both collectors and tourists.
A ring-sized virtual pet, a smartphone-style toy and an investment board game are among the products at the Tokyo Toy Show, which opened on Thursday (August 27).
The annual event at Tokyo Big Sight features over 180 toy manufacturers and their new and flagship items.
Some products are intended for tourists visiting Japan and “kidults” — adults who still enjoy playing with toys.
The show ends on Sunday.
The Japan Toy Association, organiser of the show, put the value of Japan’s toy market in fiscal 2025 at a record 1,166.4 billion yen.
The financial year ended in March.
Bandai Co.’s Tamagotchi ring measures 2.8 centimetres and commemorates 30 years since the iconic virtual pet series debuted.
It gives users 30 different characters to raise.
A separate Bandai area is devoted to Chiikawa, popular across manga and anime.
The camera and apps inside the Chiikawa Phone Smart are designed to simulate a real smartphone for children.
Money and electricity give other exhibits a topical focus.
MegaHouse Corporation’s board game Investment Ranking lets participants build wealth with stocks and cryptocurrencies.
Bandai also has a generator-like toy incorporating a character from Anpanman, a children’s picture-book and anime series.
With electricity charges rising, its hand crank powers sounds and lights, allowing children to enjoy them while learning why electricity matters.
Tomy Co. is presenting Doctor Yellow in Plarail form.
The railway model of the iconic high-speed test train measures 47 centimetres, with its length enabling a powerful run along the track.
[Copyright The Jiji Press, Ltd.]
