It’s that time of year again, when the big players in the toy industry start to unveil their financial reports, giving us a peek into what’s been capturing imaginations – and wallets – over the past year. And as we look towards 2025, a fascinating trend is becoming clearer: the past is very much informing the future of play.
Across the globe, but particularly in Japan, companies like Bandai Namco, Takara Tomy, and Sega are seeing remarkable success by tapping into a powerful wave of nostalgia, affectionately known as the 'Kidult' phenomenon. This isn't just about adults buying toys they loved as kids; it's a broader cultural embrace of beloved IPs and brands that are being re-energized for a new generation, or perhaps, a more discerning adult collector.
Take Bandai Namco, for instance. Their toy division continues to break records, even as other parts of the group face challenges. What’s driving this success? A diverse portfolio, certainly, but some standouts are particularly telling. The iconic Tamagotchi, a digital pet that defined a generation, is experiencing its fourth major resurgence. By cleverly partnering with fashion brands and artists, Bandai has transformed these little egg-shaped gadgets into must-have fashion accessories, drawing in Gen Z consumers who might never have encountered them before. The "Tamagotchi Uni" series, in particular, has been a runaway hit, topping sales charts and even snagging awards. It’s a testament to how a simple, engaging concept, when given a modern twist and presented with flair, can resonate across age groups.
Then there’s the enduring power of Gundam. This mecha franchise continues to be a titan for Bandai, with a significant portion of its toy sales coming from meticulously crafted models, collectible cards, and even tabletop games. The strategy here is multi-pronged: new anime series fuel demand for linked toys, while events like expos and the expansion of physical "Gundam Base" stores in places like China create immersive experiences that deepen fan engagement. The Gundam card game, especially its tie-ins with tabletop wargames, is proving to be a smart move, fostering a dedicated community through regular tournaments and events.
Meanwhile, One Piece remains a strong contender, its sales bolstered by creative collaborations, like the recent tie-up with the NBA. Imagine Luffy in a basketball jersey – it’s a bold fusion of anime and sports culture that generates buzz and translates into unique merchandise, from collectible figures to apparel. The franchise’s card game also plays a crucial role, with consistent new releases and community-building activities keeping fans invested.
However, not all classic heroes are soaring. While "Super Sentai" toys have seen some success with specific series like "King-Ohger," the franchise itself is reportedly winding down its half-century run, with declining viewership and sales. The landscape for hero-themed toys, in general, is shifting, impacted by declining birth rates and the ubiquitous appeal of smart electronic devices. Even "Kamen Rider," another long-standing hero, is seeing a dip in sales.
Over at Takara Tomy, the focus is also on broadening appeal. Their "Beyblade X" series is a prime example of a toy designed for kids that’s successfully transitioning into an all-ages phenomenon. The recent "Beyblade X World Championship 2025" drew participants from 6 to 67 years old, broadcast globally and attracting hundreds of thousands of viewers. This isn't just about spinning tops; it's about competitive play, community, and a shared passion that transcends age.
Takara Tomy is also leveraging nostalgia with its "Tomica" die-cast cars. While the core infant and toddler lines remain strong, the "Tomica Premium" and "tomica+" series are specifically targeting older collectors. Collaborations like the "Initial D" themed models, celebrating the anime's 30th anniversary, are a hit with fans who grew up with the series. Even a new "Sushi Tomica" line, blending traditional Japanese cuisine with the familiar car designs, aims to capture both domestic and international markets.
What’s striking across the board is the shift towards high-quality, collectible items, nostalgic purchases, and toys that can be shared and showcased on social media. The market is diversifying, embracing not just electronic gadgets but also classic play patterns, card games, and intricate models. As we move further into 2025, it’s clear that the most successful toys will be those that can bridge generations, blend the familiar with the innovative, and foster a sense of community and shared experience, proving that play truly knows no age limit.