In fiscal year 2023, the toys and characters market targeting boys in Japan was valued at 165 billion Japanese yen, growing by 9.3 percent compared to the previous year. Boys' toys and character goods accounted for 21.1 percent of the toy shipment value in Japan.
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Shipment value of the boys' toys and characters market in Japan from fiscal year 2019 to 2023
(in billion Japanese yen)
fiscal years 2019 to 2023; the Japanese fiscal years starts on April 1 of each stated year and end on March 31 of the following year
Special properties
market size is based on the shipment value at manufacturers
Supplementary notes
*Forecast. Figures include boy-character toys, toy radio controls, other toys for boys (including trading card games and high-targeted toys), and smartphone-imitated toys featuring characters targeting boys. Research targets were manufacturers, wholesalers, and retailers of toys, toys for building scale models/toys for hobbies, and TV game content manufacturers.
Data prior to fiscal year 2023 come from previous reports. 100 Japanese yen equal 0.64 U.S. dollars or 0.62 euros as of January 2025. Values have been rounded.
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Yano Research. (January 16, 2025). Shipment value of the boys' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen) [Graph]. In Statista. Retrieved July 02, 2025, from https://www.statista.com/statistics/695042/japan-boys-toys-market-size/
Yano Research. "Shipment value of the boys' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen)." Chart. January 16, 2025. Statista. Accessed July 02, 2025. https://www.statista.com/statistics/695042/japan-boys-toys-market-size/
Yano Research. (2025). Shipment value of the boys' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen). Statista. Statista Inc.. Accessed: July 02, 2025. https://www.statista.com/statistics/695042/japan-boys-toys-market-size/
Yano Research. "Shipment Value of The Boys' Toys and Characters Market in Japan from Fiscal Year 2019 to 2023 (in Billion Japanese Yen)." Statista, Statista Inc., 16 Jan 2025, https://www.statista.com/statistics/695042/japan-boys-toys-market-size/
Yano Research, Shipment value of the boys' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen) Statista, https://www.statista.com/statistics/695042/japan-boys-toys-market-size/ (last visited July 02, 2025)
Shipment value of the boys' toys and characters market in Japan from fiscal year 2019 to 2023 (in billion Japanese yen) [Graph], Yano Research, January 16, 2025. [Online]. Available: https://www.statista.com/statistics/695042/japan-boys-toys-market-size/
