Capsule Toys Captivate Kids and Adults in Japan, Surpassing $780M Market
The Rise of the Capsule Toy Market in Japan The capsule toy market in Japan has experienced a remarkable surge, reaching an impressive 120 billion yen (approximately $784 million) in fiscal 2024. This represents a tripling of its value over the past four years. Known as "gacha gacha" due to the sound they make when the handle is turned, these toys are set to celebrate their 60th anniversary in Japan in 2025. Their popularity continues to grow, capturing the interest of both children and adults alike. A Growing Industry In late August, the Gashapon Department Store Ikebukuro Sohonten in Tokyo was bustling with visitors, including both children and adults. The store, which features over 3,000 vending machines, also attracted Chinese tourists. According to Bandai, the market expanded from 40 billion yen ($261 million) in fiscal 2020 to over 120 billion yen in fiscal 2024. Bandai's "Gashapon" holds about 57% of the market, shipping around 220 million capsule to...