Chinese toy makers expand presence in Japan amid growing market

TOKYO, Sept. 3 (Xinhua Silk Road) -- Chinese toy makers are expanding their presence in Japan as the country's toy market continues to grow.

At the Tokyo Toy Show held from Aug. 27 to Aug. 30, Chinese exhibitors showcased a variety of designer toys, original IP products and interactive toys featuring AI technology, gaining wider attention from Japanese consumers and international traders.

Japan's domestic toy market reached 1.17 trillion yen (about 7.9 billion U.S. dollars) in the fiscal year of 2025, which ended in March 2026, according to the Japan Toy Association. Trading cards, toys targeting adult consumers, known as "kidult" products, and character-themed plush toys have gained popularity, broadening the consumer base of the toy industry.

Zhou Wanting, executive officer of Nomad's Co., a Japanese distributor of several Chinese toy brands, said Japanese consumers have shown growing interest in Chinese brands. She said Chinese companies had advantages in product design and craftsmanship, adding that buyers from Europe and the United States were also keen to explore Chinese products.

For Chinese toy makers, localization has also become an important part of their strategy for entering the Japanese market.

52TOYS, a renowned Chinese toy brand, has incorporated Japanese elements such as cherry blossoms into some products, while developing Japan-exclusive items for its BEASTBOX series and limited-edition products for the show. It has also sought to expand its IP through cross-industry collaborations, including partnerships with an ice cream brand and a racing team.

Several Chinese toy makers also showed interactive smart toys that combine artificial intelligence (AI) technology with traditional plush toys, making AI another highlight of the exhibition.

Organized by the Japan Toy Association, the four-day event brought together 186 exhibitors, including 110 Japanese and 76 overseas companies. It also unveiled the winners of the Japan Toy Awards 2026 and featured about 35,000 toys. (Contributed by Li Shimeng)