Toys in Japan aren't just for kiddos!

One thing I've noticed in my years here is that it's completely acceptable and normal for adults to be into all things kawaii. Back home, toys are mostly seen as something you grow out of, but here they're just as likely to be a hobby for adults as they are for kids. And it isn't just a niche thing, with recent reports showing that Japan's toy market is booming (despite the low birthrate) thanks to strong demand from us grownups.

This article via the Mainichi mentioned that in 2024, the toy market hit a record 1.1 trillion yen, growing almost 8 percent year on year, and the biggest spenders were single-person households. On average, adults without kids spent more on toys than those with children, so if you collect cards, buy capsule toys, or even carry stuffed animals around, you're not alone.

It seems that some of the growth comes from nostalgia-driven gadgets like the revived Tamagotchi (something I had as a kid!), with trading cards and character goods remaining huge sellers. At the same time, capsule toys and plushies are seen as affordable ways to treat yourself, especially as other leisure costs rise.

Are you into any toys/collectibles here?