Group 1 - The Japanese toy market is experiencing unexpected growth despite a declining birth rate, driven by adult consumers' interest in toys [1][2] - The market size for the fiscal year 2024 is projected to grow by 7.9% year-on-year, reaching 1.1 trillion yen (approximately 53.17 billion yuan), marking a historical high [1] - Collectible card games and anime-related products are the main growth drivers, with a 36% increase compared to ten years ago [1] Group 2 - Spending on toys by single-person households has significantly increased, with an average expenditure of 14,498 yen (approximately 701 yuan) in 2024, which is 3.5 times higher than in 2014 [1] - Multi-person households with at least one child spend an average of 12,367 yen (approximately 598 yuan) on toys [1] - The traditional view that toys are only for children is changing, as toys are becoming a hobby and a means of self-expression for adults [1] Group 3 - The rising costs associated with hobbies and leisure activities have made toys an economical choice for adults [1] - Many adults are taking their beloved plush toys out for photos and sharing them on social media, indicating that consumers seek value not just from the items themselves but also from the social interactions they facilitate [2]

Core Insights - Despite a declining birth rate in Japan, the toy market is experiencing unexpected growth driven by adult consumers who have developed a passion for toys [1][4] - The Japanese toy market is projected to grow by 7.9% in the fiscal year 2024, reaching a record high of 1.1 trillion yen (approximately 53.17 billion RMB) [1][4] - Collectible card games and anime-related products are the main growth drivers, having increased by 36% over the past decade [1] Market Trends - The average spending on toys by single-person households in Japan is expected to reach 14,498 yen (701 RMB) in 2024, which is a 3.5-fold increase compared to 2014 [4] - Households with at least one child spend an average of 12,367 yen (598 RMB) on toys [4] - The perception of toys is shifting from being solely for children to being a hobby and a form of self-expression for adults [4] Consumer Behavior - The rising costs associated with hobbies and leisure activities have made toys an economically viable option for adults [4] - Many adults are taking their favorite plush toys out for photos and sharing them on social media, indicating that consumers seek value not only from the products themselves but also from the social interactions and experiences they provide [4]