Japan's Yahoo! News reported on the 15th, although Japan is facing a serious problem of childlessness, but the toy industry in this context shows unexpected vitality. According to the Japan Toy Association and other related organizations, since 2000, Japan's domestic toy market size has been stable between 700 billion and 800 billion yen. However, in recent years this market has ushered in significant growth, the market size of 890 billion yen in 2021, 2022 further climbed to 950 billion yen, and by 2023, it is a breakthrough to reach a new height of 1019.3 billion yen.

This growth trend is in stark contrast to the continuing decline in the number of children in Japan. Data show that from 17.73 million people in 2004 to 14.17 million people in 2023, the number of children aged 0-14 in Japan is decreasing. However, the toy market has not shrunk as a result of this, but instead has bucked the trend, what is the secret of this?

Toy Association of Japan Exhibition Committee member Daisuke Fujii gave his analysis. He believes that a significant portion of the adult's love for toys and purchase behavior is the key factor driving the growth of the market. In order to verify this point of view, Japan's Toy Magazine conducted a survey of 14,000 adults in 2023, and the results showed that 41% of the respondents said they bought toys for their own play. These “childlike adults” are now the focus of the toy industry's attention, and toymakers are keenly aware of this trend and have begun to develop new products for them.

In recent years, card games and board games have seen a rapid growth in the variety and innovation of entertainment products for adults. These products not only fulfill the needs of adults in terms of leisure and entertainment, but also allow them to relive the happy times of their childhood.

Daisuke Fujii also mentioned that the outbreak of the New Crown epidemic also boosted the growth of the toy market to a certain extent. Many people had to stay at home for a long time due to the restrictions imposed by the epidemic, which prompted them to start looking for ways to have fun at home. Toys, as a form of entertainment that brings fun and exercises the mind, have naturally become the first choice for many people.

Japan's New Wave Weekly website also commented on this, saying that we are now entering an era where adults are also the main consumers of toys. This trend not only brings new development opportunities for the toy industry, but also shows us the diversity and creativity of adults in their pursuit of fun and relaxation.