More than 180 toy makers are exhibiting new products and flagship items, including those targeting so-called kidults, or adults who enjoy playing with toys, and inbound tourists, as an annual toy show kicked off in Tokyo on Thursday. Bandai is displaying the Tamagotchi ring, a 2.8-centimeter device that commemorates the 30th anniversary of the debut of its iconic Tamagotchi virtual pet series. It allows users to raise 30 different characters.
The company has a section dedicated to the popular manga and anime franchise “Chiikawa.” Among the products on display is the Chiikawa Phone Smart, a toy equipped with a camera and apps that allows children to enjoy a realistic smartphone experience. Tomy is exhibiting a model of Plarail railway toys designed after the iconic Doctor Yellow high-speed test train. Its 47-centimeter length allows it to run with presence on the track.
Some toys reflect recent social trends, such as MegaHouse’s Investment Ranking, a board game in which players grow their wealth by investing in stocks and cryptocurrencies. Amid rising electricity fees, Bandai’s power generator-like toy, designed with a character from the children’s picture book and anime series “Anpanman,” teaches children about the importance of electricity as they enjoy sounds and lights generated by power produced through a hand crank. The Tokyo Toy Show will run through Sunday at the Tokyo Big Sight convention center.
The Japanese toy market hit a record high of ¥1.16 trillion in fiscal 2025, which ended last March, according to the Japan Toy Association, which organizes the show.
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