Annual Purchases of 'Toys, Hobbies, and Goods' on Cross-border EC Platform Buyee Grow 1.7x, Expanding Business Opportunities
BEENOS Solutions Inc. analyzed the 'Toys, Hobbies, and Goods' category purchased in 2025 through its overseas purchasing support service 'Buyee,' revealing a 1.7x year-on-year growth in annual purchases. This category consistently ranks high on Buyee, with 'plush toys' being a significant driver, especially popular IPs like Chiikawa, Sanrio, and Pokémon. The median purchase amount is 2,800 yen, with many users utilizing free consolidated packaging for multiple purchases.
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- 📰 Published: April 7, 2026 at 20:00
- 🔍 Collected: April 7, 2026 at 11:31
- 🤖 AI Analyzed: April 18, 2026 at 10:06 (262h 35m after Collected)
BEENOS Solutions Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director and President: Teppei Honma; hereinafter 'BEENOS Solutions'), a BEENOS Group company that supports the introduction of cross-border e-commerce and the overseas expansion of Japanese content, analyzed the 'Toys, Hobbies, and Goods' category purchased in 2025 through its overseas purchasing support service 'Buyee' to assist Japanese companies in their global expansion. The annual number of purchases of 'Toys, Hobbies, and Goods,' including secondary market items, grew 1.7 times year-on-year, significantly expanding business opportunities. By product type, 'plush toys,' which have a high affinity with intellectual property (IP), are driving the category.
・BEENOS Solutions Official Website: https://beenos-solutions.com/
・Overseas Proxy Purchase Service 'Buyee': https://buyee.jp/
■ 'Toys, Hobbies, and Goods' is a top-ranking and high-growth category on Buyee
'Toys, Hobbies, and Goods' is consistently a top-ranking product category on Buyee. It has ranked in the top 3 every year in the 'Cross-border EC Hit Ranking' announced by the BEENOS Group, placing 1st in 2023, 2nd in 2024, and 2nd in 2025. Furthermore, in 2025, it also secured 1st place in the growth rate ranking, indicating it is a category with high growth potential.
The domestic toy market continues to grow steadily, surpassing 1 trillion yen in 2024 and setting a new record high (※1). The e-commerce penetration rate in the toy industry is reported to be around 30%, which is higher than the 9.78% e-commerce penetration rate for general merchandise in Japan, indicating advanced use of e-commerce in this industry (※2).
Overseas customers can also access Japanese e-commerce sites. By supporting cross-border e-commerce, e-commerce sites offering Japanese products can capture the growing overseas market.
■ Main sales destinations: 1st Taiwan, 2nd USA, 3rd Hong Kong
According to purchasing data for the full year 2025, 'Toys, Hobbies, and Goods' were purchased from over 100 countries and regions worldwide, indicating that it is a product genre supported by a wide range of countries and regions. Among these, Taiwan has the highest number of purchases. The United States ranks second, followed by Hong Kong, the United Kingdom, and South Korea.
The main purchasing demographic is users in their 20s to 40s. In Taiwan and Hong Kong, users in their 30s are the most numerous, while in the United States, users in their 20s are the most common. Expanding the scope to the top 30 areas in the ranking, Brazil has the highest usage among users in their 20s, with over 50% of purchases coming from this age group. On the other hand, Hong Kong, Thailand, and Macau show high usage among users in their 50s, with over 10% of purchases from this demographic.
■ 'Plush toys' drive the product genre
While a wide variety of products are purchased in Buyee's 'Toys, Hobbies, and Goods' category, when product genres are aggregated, 'plush toys,' including mascots, account for 27.1% of the total. The number of purchases grew 1.3 times compared to 2024, strongly driving the entire category.
The popular IP is Chiikawa, which is overwhelmingly popular in East Asia. This aligns with the results of the 'Cross-border EC x Anime Hit Ranking 2024' announced by BEENOS in 2025 (※3). Comparing IP share rates by area, Sanrio plush toys tend to be highly popular in North America. This suggests that the expansion of Sanrio's business in the United States is further boosting demand for cross-border e-commerce (※4). Furthermore, Pokémon has a higher share rate in Europe compared to other areas. Pokémon is a globally popular content, and in 2025, the toy market across Europe achieved record growth, and it is believed that this impact extended to cross-border e-commerce (※5).
In addition, popular IPs from Weekly Shonen Jump such as Demon Slayer: Kimetsu no Yaiba and One Piece, as well as game-related and 2.5D-related plush toys like Ensemble Stars!! and Project Sekai, tend to have a high share rate in Southeast Asia. Besides plush toys, character goods such as acrylic keychains, cards, photos, bromides, and models, mini-cars, and radio-controlled cars are also ranked high in terms of purchase volume. 'Toys, Hobbies, and Goods' is originally a product category with high overseas demand, but with the expanding value of Japanese IPs, it has achieved a significant leap, and business opportunities are expanding.
■ Median purchase amount is 2,800 yen, multiple purchases with free consolidated packaging
The median purchase amount for the 'Toys, Hobbies, and Goods' category is 2,800 yen. Since Buyee's purchase data includes reused items, limited editions and dead stock items are the main products in the high-price range. However, a detailed review shows that products are purchased across a wide range of prices, from items costing a few hundred yen to high-priced items over several hundred thousand yen.
According to a survey announced by BEENOS in March 2026, the most common answer for the average purchase amount per cross-border EC transaction was '5,000 yen or more and less than 10,000 yen,' accounting for 20.9% (※6). Considering that the median purchase amount is 2,800 yen, it is thought that users are purchasing multiple items in a single order by utilizing the free 'consolidated packaging service,' which can reduce international shipping costs by combining multiple items.
(※1) https://www.toys.or.jp/index.html
(※2) https://www.meti.go.jp/press/2025/08/20250826005/20250826005.html
(※3) https://beenos.com/news-center/detail/20250312_bns_pr/
(※4) https://corporate.sanrio.co.jp/
(※5) https://www.licensingmagazine.com/2026/03/18/pokemon-hits-no-1-in-uk-and-germany-with-record-growth/
(※6) https://beenos.com/news-center/press-release/20260317_bns_pr/
■ Comment from Karin Iwamoto, Executive Officer, BEENOS Solutions
'Toys, Hobbies, and Goods' is a highly popular product category in cross-border e-commerce. In 2025 consumer trends, the number of plush toy purchases significantly increased. While 'Nuikatsu' (plushie activities) has become well-established in Japan with a market size of 45 billion yen, overseas, many 'Nuitori' (plushie photography) videos with #plushies are being posted, especially among Generation Z. As seen in Buyee's purchase data, plush toys are now loved across generations, and business opportunities are rapidly expanding.
Now, with Japanese products attracting attention, is an opportunity to grasp overseas trends through cross-border e-commerce. In addition to this report, we have published helpful guides on cross-border e-commerce, so businesses considering starting overseas sales should refer to them. We will continue to support Japanese businesses in building their cross-border e-commerce foundations and expanding their sales channels, contributing to the growth of overseas distribution.
・Cross-border EC Useful Guides: https://beenos-solutions.com/documents/
■ Overview of this Survey Report
Title: Cross-border EC Trend Report 2025 for 'Toys, Hobbies, and Goods' on Buyee
Period: January 1, 2025 – December 31, 2025
Target Data: Purchase data from the cross-border EC support service 'Buyee,' including primary and secondary distribution.
【Overview of BEENOS Solutions Inc.】
BEENOS Solutions is a specialized organization that leads Japanese companies to reproducible success in their overseas expansion. We provide consistent support from the introduction of cross-border e-commerce to sales channel expansion, delivering the value of Japanese products to the world.
(1) Company Name: BEENOS Solutions Inc.
(2) Representative: Teppei Honma, Representative Director and President
(3) Location: 8-4-13 Nishi-Gotanda, Shinagawa-ku, Tokyo
(4) Establishment: March 2019
(5) Capital: 100 million yen
(6) URL: https://beenos-solutions.co.jp/
・BEENOS Solutions Official Website: https://beenos-solutions.com/
・Overseas Proxy Purchase Service 'Buyee': https://buyee.jp/
■ 'Toys, Hobbies, and Goods' is a top-ranking and high-growth category on Buyee
'Toys, Hobbies, and Goods' is consistently a top-ranking product category on Buyee. It has ranked in the top 3 every year in the 'Cross-border EC Hit Ranking' announced by the BEENOS Group, placing 1st in 2023, 2nd in 2024, and 2nd in 2025. Furthermore, in 2025, it also secured 1st place in the growth rate ranking, indicating it is a category with high growth potential.
The domestic toy market continues to grow steadily, surpassing 1 trillion yen in 2024 and setting a new record high (※1). The e-commerce penetration rate in the toy industry is reported to be around 30%, which is higher than the 9.78% e-commerce penetration rate for general merchandise in Japan, indicating advanced use of e-commerce in this industry (※2).
Overseas customers can also access Japanese e-commerce sites. By supporting cross-border e-commerce, e-commerce sites offering Japanese products can capture the growing overseas market.
■ Main sales destinations: 1st Taiwan, 2nd USA, 3rd Hong Kong
According to purchasing data for the full year 2025, 'Toys, Hobbies, and Goods' were purchased from over 100 countries and regions worldwide, indicating that it is a product genre supported by a wide range of countries and regions. Among these, Taiwan has the highest number of purchases. The United States ranks second, followed by Hong Kong, the United Kingdom, and South Korea.
The main purchasing demographic is users in their 20s to 40s. In Taiwan and Hong Kong, users in their 30s are the most numerous, while in the United States, users in their 20s are the most common. Expanding the scope to the top 30 areas in the ranking, Brazil has the highest usage among users in their 20s, with over 50% of purchases coming from this age group. On the other hand, Hong Kong, Thailand, and Macau show high usage among users in their 50s, with over 10% of purchases from this demographic.
■ 'Plush toys' drive the product genre
While a wide variety of products are purchased in Buyee's 'Toys, Hobbies, and Goods' category, when product genres are aggregated, 'plush toys,' including mascots, account for 27.1% of the total. The number of purchases grew 1.3 times compared to 2024, strongly driving the entire category.
The popular IP is Chiikawa, which is overwhelmingly popular in East Asia. This aligns with the results of the 'Cross-border EC x Anime Hit Ranking 2024' announced by BEENOS in 2025 (※3). Comparing IP share rates by area, Sanrio plush toys tend to be highly popular in North America. This suggests that the expansion of Sanrio's business in the United States is further boosting demand for cross-border e-commerce (※4). Furthermore, Pokémon has a higher share rate in Europe compared to other areas. Pokémon is a globally popular content, and in 2025, the toy market across Europe achieved record growth, and it is believed that this impact extended to cross-border e-commerce (※5).
In addition, popular IPs from Weekly Shonen Jump such as Demon Slayer: Kimetsu no Yaiba and One Piece, as well as game-related and 2.5D-related plush toys like Ensemble Stars!! and Project Sekai, tend to have a high share rate in Southeast Asia. Besides plush toys, character goods such as acrylic keychains, cards, photos, bromides, and models, mini-cars, and radio-controlled cars are also ranked high in terms of purchase volume. 'Toys, Hobbies, and Goods' is originally a product category with high overseas demand, but with the expanding value of Japanese IPs, it has achieved a significant leap, and business opportunities are expanding.
■ Median purchase amount is 2,800 yen, multiple purchases with free consolidated packaging
The median purchase amount for the 'Toys, Hobbies, and Goods' category is 2,800 yen. Since Buyee's purchase data includes reused items, limited editions and dead stock items are the main products in the high-price range. However, a detailed review shows that products are purchased across a wide range of prices, from items costing a few hundred yen to high-priced items over several hundred thousand yen.
According to a survey announced by BEENOS in March 2026, the most common answer for the average purchase amount per cross-border EC transaction was '5,000 yen or more and less than 10,000 yen,' accounting for 20.9% (※6). Considering that the median purchase amount is 2,800 yen, it is thought that users are purchasing multiple items in a single order by utilizing the free 'consolidated packaging service,' which can reduce international shipping costs by combining multiple items.
(※1) https://www.toys.or.jp/index.html
(※2) https://www.meti.go.jp/press/2025/08/20250826005/20250826005.html
(※3) https://beenos.com/news-center/detail/20250312_bns_pr/
(※4) https://corporate.sanrio.co.jp/
(※5) https://www.licensingmagazine.com/2026/03/18/pokemon-hits-no-1-in-uk-and-germany-with-record-growth/
(※6) https://beenos.com/news-center/press-release/20260317_bns_pr/
■ Comment from Karin Iwamoto, Executive Officer, BEENOS Solutions
'Toys, Hobbies, and Goods' is a highly popular product category in cross-border e-commerce. In 2025 consumer trends, the number of plush toy purchases significantly increased. While 'Nuikatsu' (plushie activities) has become well-established in Japan with a market size of 45 billion yen, overseas, many 'Nuitori' (plushie photography) videos with #plushies are being posted, especially among Generation Z. As seen in Buyee's purchase data, plush toys are now loved across generations, and business opportunities are rapidly expanding.
Now, with Japanese products attracting attention, is an opportunity to grasp overseas trends through cross-border e-commerce. In addition to this report, we have published helpful guides on cross-border e-commerce, so businesses considering starting overseas sales should refer to them. We will continue to support Japanese businesses in building their cross-border e-commerce foundations and expanding their sales channels, contributing to the growth of overseas distribution.
・Cross-border EC Useful Guides: https://beenos-solutions.com/documents/
■ Overview of this Survey Report
Title: Cross-border EC Trend Report 2025 for 'Toys, Hobbies, and Goods' on Buyee
Period: January 1, 2025 – December 31, 2025
Target Data: Purchase data from the cross-border EC support service 'Buyee,' including primary and secondary distribution.
【Overview of BEENOS Solutions Inc.】
BEENOS Solutions is a specialized organization that leads Japanese companies to reproducible success in their overseas expansion. We provide consistent support from the introduction of cross-border e-commerce to sales channel expansion, delivering the value of Japanese products to the world.
(1) Company Name: BEENOS Solutions Inc.
(2) Representative: Teppei Honma, Representative Director and President
(3) Location: 8-4-13 Nishi-Gotanda, Shinagawa-ku, Tokyo
(4) Establishment: March 2019
(5) Capital: 100 million yen
(6) URL: https://beenos-solutions.co.jp/