The Tokyo Toy Show is Japan's largest toy exhibition, featuring major manufacturers from both Japan and overseas. It’s a highly anticipated event each year, showcasing the latest trends in the toy industry.
We visited the "Tokyo Toy Show 2024," which was held over four days from August 29th (Thursday) to September 1st (Sunday) at Tokyo Big Sight. Our goal was to explore the latest trends in Japanese toys, focusing on the winners of the Japan Toy Awards!
What are "Kidult Toys"? A Growing Trend of Toys for Adults!
Recently, "Kidult Toys" have been creating quite a buzz. The term "Kidult" is a combination of "kids" and "adults." These are toys that have been redesigned from traditional products to appeal to adults or developed specifically with adults in mind.
The "Licca-chan Photogenic Licca Series" (by Takara Tomy) features a model of the classic Licca-chan doll with movable jointed limbs. This allows for natural posing, making it easier to take photos and post them on social media, which has sparked a trend called "Licca-katsu" (Licca activities).
Originally aimed at young girls, the "Sylvanian Families" (by Epoch) have gained popularity among adults as well. In particular, the tiny baby series has become a hit, with many people decorating them with handmade costumes and interiors and sharing their creations on social media.
The "Dissection Puzzle FANTASY" series (by Megahouse) imagines what's inside popular characters and turns them into 3D puzzles. In the "Sanrio Characters" series, fans can see the internal parts of favorites like Kuromi, My Melody, Pompompurin, and Cinnamoroll. These half-skeleton, half-cute figures create a unique, slightly eerie appeal that captivates fans.
The "Tamagotchi" series (by Bandai), which caused a massive craze in the 1990s, is making a comeback. The "Original Tamagotchi" series, which stays true to the roots of the original, is gaining popularity. Nostalgic fans are picking up not just the digital pets but also accessories like pouches, plushies, and keychains.
The Evolution of Digital Toys
With digital advancements, the toy industry has also embraced the digital wave. Toys inspired by smartphones, tablets, and computers are evolving year by year.
"#バズゅ(Bazzoo) Cam" (by Sega Fave) is a camera-shaped gadget that lets users take videos and photos just like on social media. It allows kids to create vlogs and experience being an influencer.
The "Chiikawa Phone" (by Bandai) is a collaboration with the popular character Chiikawa. It’s packed with features like phone calls, messaging, a built-in camera for selfies, and games—offering smartphone-like functions. When you attach "Mimi Accessories," your phone transforms into Chiikawa characters.
Leading the way in learning toys is the "Doraemon AI PC" (by Bandai). This AI-powered educational computer analyzes strengths and weaknesses, tailoring study plans for each user.
90mm Giant Gashapon Capsules and Beyond!
Winners of the "Japan Toy Awards" include some truly unique and one-of-a-kind toys. Here are some standout items from the Variety category:
The "Somen Slider Pokémon" (by Takara Tomy Arts) features Rayquaza from the Pokémon series transformed into a noodle slider. Water flows from Rayquaza’s mouth, making it an exciting item for home parties.
While typical "Gashapon®" toys (by Bandai) are palm-sized capsule toys, they’ve launched the largest 90mm capsules in Gashapon® history. Inside is a giant Hercules beetle figure that’s too big to fit in your palm! This realistic, life-like figure has caught the eye of many adult collectors.
The "Platt Collection Sanrio Characters" (by Megahouse) presents Sanrio characters in their unassembled, pre-constructed form. These can be propped against a wall or used as keychains. Their quirky and cute designs are sure to grab attention.
What is the "Japan Toy Awards"?
The "Japan Toy Awards" was established in 2008 to encourage and inspire toy creators and manufacturers to innovate and stay motivated. In 2024, there were 427 entries from 46 companies.
What is the "Tokyo Toy Show"?
The "Tokyo Toy Show," organized by the Japan Toy Association, is Japan's largest toy exhibition. It’s a four-day event, with the first two days dedicated to trade and business (Buyers’ Days) and the last two days open to the public (Public Days). During the Public Days, visitors can enjoy stage shows featuring popular characters and experience new product events. In 2024, the event attracted 84,411 visitors over the four days.
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