Tokyo Toy Show kicks off with nostalgic, new products for all generations

TOKYO - Japan's major toy trade fair opened Thursday in Tokyo with nostalgic favorites and trend-driven new products featuring themes such as investing and digital technology, targeting not only children but people of all ages as the market grapples with the country's declining birthrate.

Featuring some 35,000 products from 185 companies based in Japan and abroad, Tokyo Toy Show 2026 comes as the toy market reached a record 1.16 trillion yen ($7.3 billion) in fiscal 2025, up 6.3 percent from the previous year, according to the Japan Toy Association.