Christmas gift trends for kids in Japan for 2025

As Christmas approaches in Japan, many parents find themselves scrolling through online shops or wandering toy aisles wondering what will appeal to their children, myself included. A recent survey by Ikoyo Family Lab received responses from 421 parents across Japan, and it offers a look at what families are choosing and why.

A staple in our house, every year, is Lego! 

The biggest trend this year is the rise of game consoles and software, which tied for first place overall at 21.1 percent of all gifts purchased. Nintendo Switch titles, Tamagotchi devices, and similar digital favorites remain the go-to items for kids from early primary school right through to the tween years. Sharing the top spot are stuffed toys and dolls, a reminder that even in a digital age, imaginative play still matters.

Close behind at 20.1 percent are educational toys, including kids computers and STEM-style gadgets. I think these kinds of gifts are great if you want to blend fun with learning, which is a popular choice as children enter school and curiosity expands.

The research also noted that gifts are very much tailored towards the age of the child.

• Ages 0–2: Parents lean toward sensory play, such as building blocks, soft toys, and picture books.

• Ages 3–5: Pretend-play items, dolls, and simple educational toys dominate as imagination blossoms.

• Ages 6–8: Game consoles become the top choice, alongside fashion accessories and scooters.

• Ages 9–12: Kids start showing stronger individuality, gravitating toward games, fashion items, bikes, books, and sports gear.

Character goods also play a major role. Anpanman rules the toddler years, while Pokemon becomes the favorite from preschool onward, staying popular well into elementary school.

As for an amount, most families are keeping spending under 10,000 yen, and nearly half of all purchases are made online through Amazon, Rakuten, or similar sites, which I think is a sign of how busy modern households have become!

Do these findings align with your children's interests and the amount you plan on spending?