Last year's domestic largest toy fair, which attracted 72,621 visitors, TOKYO TOY SHOW 2026, confirmed to be held on Business Days August 27 (Thu) and 28 (Fri), and Public Days August 29 (Sat) and 30 (Sun)! Ticket sales begin.

The Japan Toy Association (Location: Sumida-ku, Tokyo; Chairman: Masanobu Toyosho), an incorporated association composed of 191 domestic toy manufacturers and organizations, will hold "TOKYO TOY SHOW 2026," the largest toy fair in Japan, for the 64th time this year. Last year, it attracted 72,621 visitors over four days. The event will take place over four days from August 27 (Thu) to August 30 (Sun), 2026, at Tokyo Big Sight (West Halls 1-4).

Following the booming toy market, which exceeded 1 trillion yen for the first time in fiscal year 2023 and is projected to reach 106.3% of the previous year in fiscal year 2025, setting a new record high for five consecutive years, this year's event will feature approximately 35,000 new toys, including award-winning products from the "Japan Toy Awards 2026," presented by 190 companies (111 domestic, 79 international as of June 30, 2026).

*Details about the Japan Toy Awards 2026 will be provided later. Award-winning products are scheduled to be announced on August 19 (Wed).

Similar to previous years, August 27 and 28 will be designated as Business Days. In addition to exhibits and product displays by each manufacturer, which allow for on-site business negotiations and media coverage, the event will also serve as an industry research opportunity through various seminars for job-seeking students and professionals inside and outside the industry. August 29 and 30 will be Public Days, open to everyone to dive into the world of the latest toys. Beyond experiencing and purchasing products from various companies, there will be numerous content offerings, including the co-hosted "CoroCoro Tamashii Festival" event by "Monthly CoroCoro Comic," the announcement of the grand prize winner of the "Ciao Girl 2026★Audition" which produced Anna Yamada and Miyu Oshima, and character shows enjoyable for parents and children.

Public Day admission tickets go on sale today, July 1 (Wed). Admission is free for junior high school students and below. Paid tickets for high school students and above are available in three types: "Advance Ticket (High school students and above, ¥2,000 incl. tax)," "Same-day Ticket (¥2,200 incl. tax)," and "2-DAY Ticket (¥3,600 incl. tax)" allowing entry on both the 29th and 30th. Additionally, a gift campaign is being held for those who purchase tickets by July 31 (Fri).

*For details, please check the official website: https://tokyotoyshow.com/2026/ *For details on the gift campaign, please refer to the "Gift Campaign" section.

Furthermore, in addition to voice actor Subaru Kimura, who has been energizing the toy show since 2024, comedian Yasuko will newly serve as an ambassador this year. They will promote the appeal of the toy show. Yasuko will also appear at the venue on the opening day, August 27 (Thu), and throughout the event, to passionately and joyfully liven up the annual "festival of toys."

Scenes from TOKYO TOY SHOW 2025

Scenes from Japan Toy Awards 2025 Exhibition

Ambassador Subaru Kimura

Ambassador Yasuko

Toy Market in 2026

Topic: The toy market, reaching approximately 1.1664 trillion yen, a 106.3% increase year-on-year, is driven by "Kidult Demand."

With the cooperation of member companies and exhibitors of "TOKYO TOY SHOW," our association has once again conducted a survey on the scale and market trends of the toy market for fiscal year 2025 (April 1, 2025 - March 31, 2026). The data has been released on the association's website. The toy market in fiscal year 2025 reached 1.1664 trillion yen (106.3% compared to the previous year), marking the largest market size since the survey began. Card games and trading cards, which now account for about 30% of the total market (approximately 338.4 billion yen), along with plush toys, hobbies, and high-tech trend toys, have driven market growth by successfully capturing demand from the "kidult" demographic (kids + adults) and inbound tourists. New products that will influence market trends this year will be announced at "TOKYO TOY SHOW 2026."

Highlights of Business Days held on August 27 (Thu) and 28 (Fri)

[For Business Negotiators and Media] Understand the Latest Toy Trends for 2026!

Exhibiting companies will showcase their latest toys and top recommended products to maximize the appeal of their brands and products. Last year, many products captured current trends and consumer needs, such as items for kidults who retain their childlike spirit even as adults, digital toys incorporating the latest technology, and toys designed with the recent extreme heat in mind. This year, by visiting "TOKYO TOY SHOW 2026," which will bring together innovative products, trend-focused items, and classic toys, you can discover the latest toys and this year's trends.

[For Business Negotiators and Media] All Award-Winning Products of the "Japan Toy Awards 2026" on Display!

The "Japan Toy Awards 2026" winners will be announced on August 19 (Wed), prior to the toy show. All award-winning products will be exhibited in a special area at the "TOKYO TOY SHOW 2026" venue, allowing visitors to see all of this year's highly anticipated Japan Toy Award winners in one place.

*For details on the Japan Toy Awards, please refer to the section "What is the Japan Toy Awards?"

[For Job-Seeking Students] "Toy and Hobby Manufacturer Industry Research Seminar" to be Held

During the Business Days, as last year, a seminar for job-seeking university students considering a career in the toy industry, titled "Toy and Hobby Manufacturer Industry Research Seminar," will be held. Advance registration is required, so please check the official website in advance.

[For Other Industries] Business Seminars to be Held

Following last year's popular seminar on marketing for Generation Alpha, this year we plan to hold an "IP Business Seminar." Anyone attending is welcome to participate, so please pay attention.

Highlights of Public Days held on August 29 (Sat) and 30 (Sun)

[In addition to hands-on experiences at each company's booth, attractive stage events will be held on both days!]

On Public Days, where admission is free for children junior high school age and below, numerous character shows enjoyable for families will be held on the event stage on both days. Also, continuing from last year, the "CoroCoro Tamashii Festival" by "Monthly CoroCoro Comic" will be co-hosted. Furthermore, this year, along with booth events from each exhibitor, you can fully enjoy a rich content lineup.

[Final Judging Special Stage of "Ciao Girl 2026★Audition" to be Held!]

The final judging and announcement of the winners for the "Ciao Girl 2026★Audition," an audition run by Shogakukan's popular shojo manga magazine "Ciao" which has produced many popular actresses such as Anna Yamada and Miyu Oshima, will be held as part of the stage show on August 30 (Sun).

Continuing from last year, voice actor Subaru Kimura will serve as ambassador!

[Subaru Kimura and Comedian Yasuko Appointed as Double Ambassadors for TOKYO TOY SHOW 2026]

Kimura will play the "Toy Wizard" and Yasuko the "Apprentice Toy Wizard," promoting and publicizing "TOKYO TOY SHOW 2026." Yasuko will also appear at the venue on the opening day, August 27 (Thu), and throughout the event, to passionately and joyfully liven up the annual "festival of toys."

[Comment from Subaru Kimura]

I'm so happy to be able to liven up my favorite toy festival again this year! For me, it's no exaggeration to say that toys raised me; they are filled with special memories. In recent years, not only children but also adults are getting seriously hooked on "kidult" toys, and their momentum is incredible! I will once again fully convey the forefront of toys and their infinite possibilities, where anyone can become the protagonist regardless of age. Let's get excited together at the Toy Show!

[Subaru Kimura Profile]

Born June 29, from Germany. Affiliated with Atomic Monkey.

Debuted as a voice actor at age 14 with the role of Takeshi Gouda (Gian) in "Doraemon." Major voice acting roles include "ONE PIECE" (Franky), "Hypnosis Mic -Division Rap Battle-" (Ichiro Yamada), and "Jujutsu Kaisen" (Aoi Todo). Appeared in the movie "Black Showman" (Koudai Kashiwagi) and the drama "Good and Bad" (Kei Utsumi), and also served as the main MC for "Oha Suta," demonstrating multi-faceted talent as a voice actor, talent, and actor.

[Comment from Yasuko]

Thank you for appointing me as a supporting ambassador for TOKYO TOY SHOW 2026! I've loved toys since I was a child! I still often buy them as an adult. Yes~. It's a big role, but I hope to liven up TOKYO TOY SHOW together with the other supporting ambassador and my master, the "Toy Wizard," Subaru Kimura. I plan to visit the venue on the event day as well. Let's all enjoy TOKYO TOY SHOW to the fullest! Yes~

[Yasuko Profile]

Born September 2, from Yamaguchi Prefecture. Affiliated with Sony Music Artists.

Debuted as a solo comedian in 2019. Gained attention after appearing on "Omoshirosou 2021 New Year SP" (Nippon TV) on New Year's Day 2021. Known for her bright and energetic character and the phrase "Hai~", she is active in a wide range of fields including TV, radio, commercials, and events. In 2024, she served as a charity marathon runner for "24 Hour Television 47" and completed the race. She has a background as a former Japan Ground Self-Defense Force member and holds a disaster prevention specialist qualification. She is also actively involved in disseminating the importance of disaster preparedness.

Gift Campaign

["Toy Show Jumbo" Held for Ticket Purchases by July 31!]

A gift campaign called "Toy Show Jumbo" will be held, where winners will be drawn from those who purchase advance tickets between July 1 (Wed) and July 31 (Fri). The drawing results will be announced on the day of the Public Days, and prizes can be received on the spot. Prizes will include award-winning products from the Japan Toy Awards and other items.

*For participation conditions and other details, please check https://tokyotoyshow.com/2026/campaign/#camp2

[Official X Follow & Repost Campaign]

From July 1 (Wed) to July 14 (Tue), a lottery will be held among those who follow the official TOKYO TOY SHOW X account and repost the target post, with prizes of 3,000 yen worth of Kodomo Coupon e-Gift.

*For participation conditions and other details, please check the official TOKYO TOY SHOW X account (https://x.com/tokyo_toyshow) *Kodomo Coupon e-Gift can also be used at the venue during the TOKYO TOY SHOW Public Days.

TOKYO TOY SHOW 2026 Overview

[Event Overview]

Name: TOKYO TOY SHOW 2026 / TOKYO TOY SHOW 2026

Organizer: General Incorporated Association Japan Toy Association

Co-organizer: Tokyo Metropolitan Government

Supporter: Ministry of Economy, Trade and Industry

Dates: August 27 (Thu) - August 30 (Sun), 2026

Trade Fair (Business Days)

August 27 (Thu) 10:00 - 17:30

August 28 (Fri) 9:30 - 17:00

Public Exhibition (Public Days)

August 29 (Sat) 9:00 - 17:00

August 30 (Sun) 9:00 - 16:00

Co-hosted Public Day Event: CoroCoro Tamashii Festival (Official HP: https://corofes.jp/, Organizer: Shogakukan)

Venue: Tokyo Big Sight West Halls 1, 2, 3, 4 (3-11-1 Ariake, Koto-ku, Tokyo)

Target Audience:

Business Days: Business professionals (pre-registration required, free) *General public cannot enter.

Public Days: Open to the general public

*TOKYO TOY SHOW will be held in West Halls 1-4, and CoroCoro Tamashii Festival in West Hall 2.

[Tickets for Sale]

Ticket Type

Price (incl. tax)

Notes

Advance Ticket

¥2,000

Purchase deadline: August 28 (Fri) 23:59 Receive a ¥300 Kodomo Coupon e-Gift.

Same-day Ticket

¥2,200

Purchase deadline:

August 29 (Sat) ticket ⇒ August 29 (Sat) 17:00

August 30 (Sun) ticket ⇒ August 30 (Sun) 16:00

Receive a ¥300 Kodomo Coupon e-Gift.

2-DAY Ticket

¥3,600

Purchase deadline: August 29 (Sat) 17:00

Receive a ¥600 Kodomo Coupon e-Gift.

*Common ticket for CoroCoro Tamashii Festival (can participate in both events)

*High school students and above require a ticket / Junior high school students and below are free / Online sales only *Sales will end when capacity is reached.

Website URL: https://tokyotoyshow.com/2026/

[What is TOKYO TOY SHOW?]

TOKYO TOY SHOW started in 1962 as the "1st Japan International Toy Fair," organized by the Japan International Toy Fair Association. This year marks its 64th occurrence. Last year, by co-hosting the "CoroCoro Tamashii Festival" event with "Monthly CoroCoro Comic," it was designed as an outing destination for the general public during summer vacation, with plans focused on the peak Christmas season. As a result, 212 companies (119 domestic, 93 international) exhibited, attracting 72,621 visitors and showcasing a total of 35,000 toys, which was well-received.

[What is the Japan Toy Awards?]

The "Japan Toy Awards" were created in 2008 to stimulate the creativity and motivation of toy creators and manufacturers, thereby revitalizing the entire industry and delivering higher quality toys to consumers. This year marks the 18th Japan Toy Awards. All awards, including the Grand Prize, are selected through a three-stage screening process involving members of the fair committee and commissioned members from various wholesale companies.