Birth Rate Continues To Decline, Toy Stores In Japan Are Even Interested By Adults

JAKARTA - So far, toys are synonymous with the world of children. But in recent years, it is adults who are increasingly dominating demand.

From collection hobbies to entertainment facilities, toys are now considered a medium of self-expression, not just consumer goods for children. This phenomenon encourages the growth of the Japanese toy market, even though the country is facing a decline in birth rates.

Quoted from Kyodo, the increase in demand was strongly driven by adults.

"Toy images only for children have begun to change, that's because toys have become entertainment for adults and self-expression facilities for them in recent years," said economic researcher from the Meiji Yasuda Research Institute, Sahok Kimura.

According to data from the Japan Toy Association, the market value of toys in 2024 rose 7.9 percent compared to the previous year to 1.1 trillion yen (around IDR 122.57 trillion at an exchange rate of IDR 111.47 per yen).

The most prominent categories are trading cards and souvenirs of popular characters which grew by 36 percent compared to a decade ago.

nostalgic products such as Tamagotchi and doll animals are also again popular, not only by Japanese people but also foreign tourists.

Data shows that adult spending on toys has jumped 3.5 times since 2014, especially in childless couples. Their average spending in 2024 stood at 14,498 yen, higher than households with children spending around 12,367 yen.

Kimura added that one of the reasons popular toys among adults are price factors.

"Playing is an affordable choice for adults, because the cost for hobbies and entertainment in Japan has soared," he explained.

This trend is also supported by the presence of social media. Toy manufacturers use it for promotion, while consumers make it a place to share experiences, including sharing photos while traveling with dolls or other collections.

"This trend shows how people find value not only in objects, but also in experiences or relationships with other people," concluded Kimura.