Approaching diverse media through the lens of trends! The “Japan Toy Awards 2025” ceremony determines this year’s representative toys | Event Report

Hello, everyone! I am Sanada from the 4th Division of the Public Relations Business Headquarters.

Do you remember that feeling of excitement when you were given a new toy as a child? The anticipation of opening the box, the memories of playing with friends…

The traditional image of “toys are for children” is changing. Educational toys and toys integrated with digital technology are carving out new markets, while high-end hobby products for adults and revival items that evoke nostalgia are garnering significant attention.

Amidst the expanding toy market, one event that cannot be missed is the “Tokyo Toy Show 2025,” Japan’s largest toy trade fair, held from August 28 to 31. Prior to the main event, the “Japan Toy Awards 2025” ceremony was held at the Tokyo International Forum to honor toys worthy of representing this year’s toy industry.

SUNNY SIDE UP was in charge of PR for this event, including media invitation and press release distribution. Sanada, currently in her first year as a mid-career hire, went behind the scenes of the “Japan Toy Awards 2025” to report on the excitement and interviewed the PR team members about their key focus points!

What are the Japan Toy Awards?

Now in its 17th year, the “Japan Toy Awards” are held to stimulate the creativity and motivation of the manufacturers and creators who produce new toys, thereby revitalizing the entire industry.

There are nine categories in total: “Educational,” “Kidult,” “Basic,” “Variety,” “Action,” “Digital,” “Character,” “Games & Puzzles,” and “Shared Play Toys.” In addition to the “Grand Prize” and “Award of Excellence” in each category, the “Hit Sales Award” for the product with the best sales record and the “Special Award” for works that have significantly contributed to the toy industry are also selected. This year, there were an incredible 350 entries from 44 companies!

Now, let’s report on the award ceremony!

Japan Toy Awards 2025 Ceremony

Prior to the award ceremony, the “Tokyo Toy Show 2025” press conference was held.

First, Mr. Maeda, Chairman of the Japan Toy Association, took the stage.

“The toy industry, in particular, works tirelessly to create value in its products. We have aimed to enhance the evaluation process with the goal of recognizing and praising the value created. This year, we have a wide range of new products that are not only marketable but also highly regarded by experts. We look forward to further excitement in the toy market,” he said, expressing his thoughts and expectations for the Japan Toy Awards.

The toy market size has continued to expand for five consecutive years, with the domestic market in fiscal 2024 exceeding 1 trillion yen for the first time. Growth is reportedly driven by “Kidult” toys—a term combining kids and adults referring to toys that adults can play with or want to buy—and products for inbound tourists. This year, in addition to these, “making toys” that allow users to create their own original goods, which appeal to Generation Alpha, are also drawing attention!

After interacting with the media through a Q session, the tense award ceremony finally began. The winners were announced by the emcee amidst suspenseful background music.

The Grand Prize in the highly anticipated Kidult category went to Hanayama Co., Ltd.’s “HUZZLE POKÉMON Series.” This is a metal 3D puzzle shaped like the familiar Poké Ball. It was highly praised for the high level of reproduction made possible by the sophisticated casting technology of the “HUZZLE” series popular among adults, its appeal as a puzzle, and its aesthetic quality as an interior decor piece for adults.

The representative from Hanayama, the award recipient, expressed their joy and future aspirations: “We believe that by combining our products with Japan’s wonderful IP, we were able to further bring out the charm of HUZZLE. HUZZLE is enjoyed in 56 countries across borders and generations. Through this product, we hope to deliver the fun of solving puzzles and the beauty of our products to even more people.”

In the Digital category, which focuses on PC-style, tablet-style, and LCD-style toys, Bandai Co., Ltd.’s “Tamagotchi Paradise – Pink Land/Blue Water/Purple Sky” won the Grand Prize. It was honored for the variety of Tamagotchi growth patterns, the inclusion of over 50 nurturing activities, the functionality of the zoom feature, and its innovative concepts and ideas.

The representative from Bandai said: “This time, we aimed to create a Tamagotchi that feels truly alive. Although we faced difficulties, seeing users across the world and across generations loving and raising Tamagotchi makes us realize the potential of toys every day. Tamagotchi is approaching its 30th anniversary next year, a major milestone as cumulative shipments are about to exceed 100 million units. I will take this award back to the team and continue to strive in planning so that we can continue to deliver surprises next year and beyond.”

I have loved Tamagotchi since I was in elementary school, so I am truly happy to see how it has evolved.

Going behind the scenes this time, I saw familiar toys that felt nostalgic as well as innovative toys that didn’t exist when I was a child. I felt like a child again, my heart racing with excitement over the toys.

Finally, in the general comments, Mr. Kitahara, Chairman of the Japan Toy Awards Committee, praised the entries: “This year was truly wonderful. In the third round of judging, the two-minute presentations were so condensed with a year’s worth of effort that I wish I could show them to everyone; it was difficult to choose between them. This award represents the concentrated creativity and ingenuity of those in the toy industry.” He reflected on the future of the industry, saying, “Toys are a key that reflects the times. This year marks the 100th year of the Showa era and the 80th year since the end of the war, but toys were made even before and during the war. Toys represent the era. Back then, many toys were based on war motifs, but from now on, I hope everyone will create peaceful toys that entertain not only children but also adults all over the world.”

Off to the toy exhibition

In the foyer, the entries were displayed by category. With the excitement of seeing the toys up close, I hurried to the exhibition space.

It was already crowded. At the Takara Tomy booth, members of the media were already trying out the “BEYBLADE X Series,” which won the Special Award. Intense battles were unfolding.

First up is MegaHouse Corporation’s “Butaminton.” I had been curious about it since the award ceremony because of its simplicity—you press the pig to launch the shuttlecock with air. I want to try playing it with family and friends.

This is “Tondemo Cat” by Iwaya Corporation. When you wave the included cat teaser in front of its face, it bends its knees and jumps to the sound of a drumroll. So cute!

Finally, Bandai Co., Ltd.’s “Tamagotchi Paradise – Pink Land/Blue Water/Purple Sky.” By turning the zoom dial, you can take care of it from the cellular level all the way to the cosmic level!

Interview with Yano from the 4th Division of the Public Relations Business Headquarters, the PR lead for this event SUNNY SIDE UP members who handled this event. From left: Nishi, Masuga, Yano, Sakuraba In promoting the “Japan Toy Awards 2025” ceremony, we handled the PR while carefully listening to the client’s needs to ensure maximum media exposure. Following last year’s trends, we focused on the Kidult sector and technology-driven toys. We also incorporated the context of this summer’s extreme heat. Working with three SR members, we considered media outreach strategies to ensure broad coverage across toy-specific media, news programs, and trend media. Using the “Tokyo Toy Show 2025” as a catalyst, we want to create opportunities for people to discover the charm of toys they didn’t know about and the stories behind their development!

The works entered this year will be on display at the “Tokyo Toy Show 2025,” held from August 28 to 31.

*August 28 (Thu) and 29 (Fri) are Business Days; August 30 (Sat) and 31 (Sun) are Public Days.

Please visit Tokyo Big Sight this weekend!

SUNNY SIDE UP handles PR communications for various products and services, including toy-related events.

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