Japan's Toy Market Hits Nearly RM30 Billion as Adults Spend on Childhood Favourites, M'sians Can Relate!

Remember seeing a LEGO set, Hot Wheels car or Barbie doll at a toy shop as a child, only to hear your parents say, “Next time lah”?

Well, now that you’re earning your own money, perhaps you’ve finally reached the stage where you can buy those toys yourself!

This isn’t just a feeling among Malaysians. Japan’s toy industry has recorded another year of growth, with adults increasingly spending on toys, collectibles and hobbies they enjoy.

Japan’s toy market reaches nearly RM30 billion

According to the Japan Toy Association, Japan’s toy market reached a record ¥1.1664 trillion (approximately RM29.9 billion) in fiscal 2025, marking a 6.3% increase from the previous year.

Among the products contributing to the industry’s growth were trading cards, plushies and hobby-related products.

Part of this market also comes from adult consumers, sometimes referred to as kidults: a combination of the words “kid” and “adult”.

Rather than buying toys for children, these grown-ups are spending their own money on collectibles, miniature figures and other things they genuinely enjoy.

Some adults are finally buying the toys they couldn’t afford as kids

Take Sylvanian Families, for example. Those adorable miniature animal characters, complete with tiny houses, furniture and accessories, have attracted plenty of grown-up fans.

In a 2025 interview with manufacturer Epoch, more than 30% of Sylvanian Families users were adults, based on figures available through 2024.

Meanwhile, The Yomiuri Shimbun interviewed a 47-year-old woman who shared that she had admired the toys since childhood but couldn’t afford them back then.

Now, she can finally enjoy collecting them as an adult!

Some enthusiasts even dress up their miniature figures, bring them along on outings and photograph them for social media.

M’sians know the feeling of spending on childhood favourites

It’s not hard to find Malaysians who can relate to this.

Maybe you grew up wanting a huge LEGO set, collecting Hot Wheels cars, playing with Barbie dolls or building Gundam models.

Perhaps you were the kid who saved up duit raya for Pokémon cards, or the one who always had your eyes on a particular toy whenever your parents brought you shopping.

Now that you’re earning your own money, you might find yourself browsing toy shops, hunting for limited-edition collectibles or adding another figure to your growing collection.

Of course, not everyone gets into collecting because of childhood nostalgia. Some discover these hobbies much later in life, while others simply enjoy having something to look forward to outside work and everyday responsibilities.

And honestly, there’s nothing wrong with that. As long as you’re spending within your means, being an adult doesn’t mean you have to give up the things that make you happy.

After all, sometimes the best part of growing up is finally being able to tell your younger self: “Okay, this time we can buy it.”

What’s one toy you always wanted as a child but never got? Would you buy it for yourself today?

Also read: Retired UK Man Hits £1.56M (RM8.5M) Jackpot Auctioning Forgotten Pokémon Cards, Some Bought From Malaysia

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