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How Falling Birth Rates Reshape the Toy Industry
Season 2
Episode 62
Published 1 week, 1 day ago
Description
Japan's toy market is defying demographic gravity. Despite a shrinking child population and falling birth rates, domestic toy sales hit a record $9.8 billion in 2025. How? Lucas and Luna explore the surprising pivot: adults buying toys for themselves. From Bandai Namco's Gundam model kits to Lego's botanical collections, toymakers are targeting 'kidults' — consumers aged 18 to 35 who now account for over 40% of Japan's toy revenue. The episode unpacks what happens when an industry stops chasing babies and starts selling nostalgia, collectibility, and stress relief to grown-ups. It's a case study in survival that other child-dependent sectors should watch closely.