TOKYO Toy Show 2026: August 27–30 at Tokyo Big Sight—Four Days to Explore the Future of Japan’s Growing Toy Industry
TOKYO Toy Show 2026, Japan’s largest toy trade fair, will be held over four days from August 27 to 30, 2026, at Tokyo Big Sight, occupying the West Exhibition Halls 1–4.
Organized by the Japan Toy Association, the event traces its history back to the first Japan International Toy Fair in 1962, making this year’s edition the 64th in the exhibition’s history. The 2025 event attracted 72,621 visitors over four days, drawing strong interest from toy manufacturers, retailers, buyers, media representatives, and families from Japan and overseas.
Serving both the toy industry and the general public, TOKYO Toy Show combines business networking, product showcases, and consumer experiences, making it one of Japan’s leading B2B2C exhibitions.
Japan’s Toy Market Reaches a Record High
According to the Japan Toy Association, the value of Japan’s toy market reached approximately ¥1.1664 trillion in fiscal 2025. This represented growth of 106.3% compared with the previous fiscal year and marked the largest market size recorded since the association began conducting its survey.
One factor supporting continued market growth despite Japan’s declining birth rate is the industry’s ability to capture demand from the growing kidult segment—adults who continue to enjoy toys, games, collectibles, and other forms of entertainment traditionally associated with children.
TOKYO Toy Show 2026 Event Overview
Event name: TOKYO Toy Show 2026
Organizer: Japan Toy Association
Co-organizer: Tokyo Metropolitan Government
Supported by: Ministry of Economy, Trade and Industry
Dates: August 27–30, 2026
Business Days
August 27, 2026: 10:00 a.m.–5:30 p.m.
August 28, 2026: 9:30 a.m.–5:00 p.m.
Public Days
August 29, 2026: 9:00 a.m.–5:00 p.m.
August 30, 2026: 9:00 a.m.–4:00 p.m.Concurrent event during the Public Days: https://corofes.jp/
Venue: Tokyo Big Sight, West Exhibition Halls 1–4
Address: 3-11-1 Ariake, Koto-ku, Tokyo, Japan
Official website: https://tokyotoyshow.com/2026/
Trading Cards and Inbound Demand Continue to Drive Growth in Japan’s Toy Market
Trading card games and collectible cards account for nearly 30% of Japan’s toy market, making them one of the industry’s strongest growth drivers. Alongside this category, plush toys, hobby products, and technology-driven trend toys continue to attract consumers both in Japan and overseas.
Demand is also expanding among adults, reflecting the continued growth of the kidult market and the increasing popularity of products designed for collectors and hobby enthusiasts. As a result, the toy industry is attracting a broader consumer base across multiple generations.
At TOKYO Toy Show 2026, 190 exhibitors—including 111 companies from Japan and 79 international exhibitors—will showcase approximately 35,000 products, offering visitors a comprehensive look at the latest developments in the global toy industry.
Business Days Bring Together Manufacturers, Buyers, Media, and Future Talent
The first two days of the exhibition, August 27 and 28, are reserved for Business Days, providing a dedicated environment for manufacturers, retailers, buyers, distributors, licensors, media representatives, and other industry professionals.
Exhibitors will introduce their newest products and flagship brands while conducting business meetings and media interviews. The Business Days also serve as an important venue for networking and industry exchange.
Explore the Winners of the Japan Toy Awards 2026
A special exhibition area will showcase all products recognized at the Japan Toy Awards 2026, with the award winners scheduled to be announced on August 19.
Established in 2008, the Japan Toy Awards were created to encourage innovation among toy manufacturers, strengthen the industry, and promote high-quality toys for consumers. The 2026 edition marks the 18th awards program.
The exhibition provides an efficient way to identify emerging market trends, featuring products that reflect advances in digital technology as well as toys developed to address changing consumer needs, including items designed with Japan’s increasingly hot summer climate in mind.
About the Japan Toy Awards
Press release
Established in 2008, the Japan Toy Awards were created to encourage innovation among toy manufacturers, strengthen the overall toy industry, and promote the development of high-quality toys for consumers. The awards are now in their 18th year, with winners selected through a three-stage evaluation process conducted by members of the Toy Show Committee and representatives appointed from toy wholesalers across Japan.
Business Seminars Offer Insights Beyond the Toy Industry
In addition to product exhibitions, the Business Days will feature a series of professional seminars. One program, the Toy & Hobby Manufacturer Industry Career Seminar, is aimed at university students interested in careers within the toy industry and requires advance registration.
The event will also host an IP Business Seminar, open to professionals from a wide range of industries. Building on the success of last year’s seminar on Generation Alpha marketing, these sessions provide practical insights that extend beyond the toy industry and can be applied to brand development, intellectual property strategy, marketing, and consumer engagement.
Public Days Offer Families Hands-On Experiences with the Latest Toys
The exhibition opens to the general public on August 29 and 30 during the Public Days. Admission is free for junior high school students and younger, while high school students and adults require a paid ticket.
Ticket prices are as follows:
- Advance ticket: ¥2,000
- Same-day ticket: ¥2,200
- Two-Day Pass: ¥3,600 (valid for both Public Days)
CoroCoro Tamashii Festival, Character Shows, and Family Entertainment
One of the highlights of the Public Days is the CoroCoro Tamashii Festival, organized by Monthly CoroCoro Comic (Shogakukan), which will be held simultaneously in West Hall 2.
Visitors can access both events with a single admission ticket, allowing them to enjoy exhibitor booth activities, hands-on experiences, and a variety of family-oriented programs throughout the venue.
Additional attractions include the nationwide Asobou Festa play event, a venue-wide stamp rally, and numerous stage performances featuring popular characters. On August 30, the final judging and Grand Prix announcement for the Ciao Girl 2026 Audition will also take place on the main stage.
Support Ambassadors Highlight the Joy of Toys
Voice actor Subaru Kimura returns as a support ambassador for TOKYO Toy Show 2026, joined this year by comedian Yasuko.
Under the campaign concept, Kimura appears as the “Toy Wizard,” while Yasuko takes on the role of the “Toy Wizard’s Apprentice.” Both ambassadors will promote the event by sharing their enthusiasm for toys—Kimura often speaks about how toys influenced his childhood, while Yasuko has publicly shared her passion for collecting toys as an adult.
Visitors who purchase advance tickets by July 31 will also be eligible for the Toy Show Jumbo prize campaign, with prizes including products recognized at the Japan Toy Awards 2026.
TOKYO Toy Show 2026 Highlights the Future of Japan’s Toy Industry
TOKYO Toy Show 2026 offers visitors the opportunity to experience firsthand the momentum of Japan’s toy industry as it reaches its largest market size on record.
For business visitors, the exhibition provides valuable insight into emerging trends such as the continued growth of the kidult market and expanding inbound demand, while showcasing new products, technologies, and business opportunities from across the industry.
For families, the Public Days offer free admission for children through junior high school and a wide range of interactive experiences, stage programs, and special events that celebrate the creativity and enjoyment of toys.
As Japan’s toy market continues to expand despite demographic challenges, TOKYO Toy Show 2026 serves not only as a showcase for new products but also as a platform for exploring the future of entertainment, consumer trends, and the evolving role of play across generations.
