Capsule toys evolve, captivate both kids, adults in Japan, with market size exceeding $780M October 12, 2025 (Mainichi Japan) Japanese version "Gashapon Department Store Ikebukuro Sohonten," a capsule toy specialty store, is seen in Tokyo's Toshima Ward, Aug. 1, 2025. (Mainichi/Reina Kamoda) TOKYO -- The capsule toy market in Japan has seen a drastic growth -- topping 120 billion yen (about $784 million) in fiscal 2024 -- roughly triple what it was four years prior. Known affectionately as "gacha gacha" for the sound they make when the handles are rotated, they mark their 60th anniversary in Japan in 2025. Exploring the reasons behind the capsule toy explosion reveals an evolution that has captivated both children and adults alike. Tripling in the past 4 years In late August, Bandai Co.'s capsule toy specialty store in Tokyo, "Gashapon Department Store Ikebukuro Sohonten," was bustling with children and adults. With more than 3,000 vending machines, the store also attracted people who appeared to be Chinese tourists. Japan's capsule toy market has experienced rapid growth in recent years. According to Bandai, the market expanded from 40 billion yen ($261 million at today's rate) in fiscal 2020 to over 120 billion yen in fiscal 2024. Bandai Co. and Guinness World Records officials are seen when the toy company's "Gashapon" was recognized as the world's largest capsule toy brand, in Tokyo's Toshima Ward, Aug. 1, 2025. (Mainichi/Reina Kamoda) Bandai's "Gashapon," which holds about 57% of the market, shipped about 220 million capsule toys consisting of some 1,530 types in fiscal 2024. If the capsules are stacked, these would apparently reach a height comparable to the Earth's diameter, earning it a Guinness World Record for "largest capsule toy brand" in August. Bandai executive Yusuke Takiguchi said, "Continuing to create entertaining products led to this Guinness World Records recognition ブランドスーパーコピー  and we are thrilled." Originated in the United States According to T-Arts Co. ブランドコピー 安全なサイト  a subsidiary of toy manufacturer giant Takara Tomy Group, capsule toys originated in the United States around 1930. The concept began with gumball machines that dispensed small toys in capsules, with the toys reportedly being made in Japan at that time. One of the capsule toy vending machines from when they first arrived in Japan is seen in Tokyo's Koto Ward, Aug. 29, 2025. (Mainichi/Reina Kamoda) In 1965, toy distributor Penny Shokai (now Penny) imported the American machines and launched capsule toys in Japan for the first time. Back then, they were placed in front of toy stores and candy shops, selling items like erasers in the shape of vehicles and robots for 10 or 20 yen (around 7 to 13 cents at today's rate). Their popularity surged in 1983 with the introduction of rubber figures of characters from the popular anime "Kinnikuman," which had sold a total of 180 million units by 1987. In the 2010s, unique products from small- and medium-sized manufacturers emerged, such as Tokyo-based Kitan Club Co.'s "Koppu no Fuchiko" figures of a female office worker that sit or hang on the edge of a cup, expanding the customer base through social media buzz. Specialty stores emerged during COVID-19 pandemic The recent rapid growth, however, was triggered by the COVID-19 pandemic. As vacant spaces in commercial facilities increased, more capsule toy specialty stores began to open to use them. Once vending machines are installed, they require minimal staffing, reducing labor costs. Compared to game machines, they also use little to no electricity, incur lower maintenance costs and do not require customer service. These factors have accelerated store openings. As of the end of August, Bandai operated 149 domestic "Gashapon Department Stores" handling other companies' products and 262 stores selling its products exclusively. A representative stated, "The establishment of specialty stores is invigorating the market and creating new entertainment venues," and added that the firm was aiming for further expansion. Diverse offerings and wide customer base Celebrating its "60th birthday," the continuing growth of Japan's capsule toy market is supported by a wide variety of offerings and a broad customer base. In addition to storefronts and commercial facilities, "gacha gacha" machines are now located in train stations and airports, broadening their reach and enabling manufacturers to create diverse products. Vending machines selling high-priced capsule toys are seen at "Gashapon Department Store Ikebukuro Sohonten," a capsule toy specialty store, in Tokyo's Toshima Ward, Aug. 1, 2025. (Mainichi/Reina Kamoda) According to Bandai ブランドスーパーコピー激安  typical capsule toys range from 100 to 500 yen (70 cents to $3.30). However, some vending machines now have high-priced items up to 2,500 yen ($16). It seems that intricate "Mobile Suit Gundam" figures priced at 800 or 1,500 yen are popular among men in their 40s and 50s. Capsules themselves no longer need to be spherical. In 2022, vending machines capable of handling flat products up to A4 size and 1 centimeter thick were introduced. Products featuring anime and manga characters, such as plastic sleeves, paper boards and fans, are apparently popular among women, riding the recent "oshikatsu" (activities to show love and support for favorite pop culture figures) boom. Toys like "Tamagotchi" also evoke Heisei-era (1989-2019) nostalgia, with the Bandai representative noting, "Parents who remember the past and children who see it as a current trend enjoy them together." Once aimed at children, the burgeoning capsule toy industry now targets customers regardless of age or gender. Helping Japanese intellectual property business expansion Sanrio Co. character goods are seen in Tokyo's Koto Ward, Aug. 29, 2025. (Mainichi/Reina Kamoda) Capsule toy specialty stores have become recognized as tourist attractions for foreign visitors. There is especially high demand for characters from Japanese anime and manga. New products related to Sanrio Co. characters, such as "Hello Kitty" and "Cinnamoroll," are launched monthly, contributing to the expansion of Japan's intellectual property business. As of the end of August, Bandai operated 112 Gashapon specialty stores in 17 countries and regions, mainly in Asia. A representative stated, "We want overseas customers to enjoy the experience of turning the handle and opening the capsule, and expand the business to the same scale as in Japan." Capsule toy critic Hiroaki Omatsu attributes the success of capsule toys, even amid Japan's declining birth rate and aging population, to their quick success in attracting adults. Despite stagnant incomes in Japan, "Even expensive ones generally cost 500 yen. They have been the only toys that can be bought easily and provide comfort." While there are concerns that the proliferation of specialty stores may dilute their scarcity and cap demand ブランド激安市場  Omatsu noted, "Demand from inbound tourists continues, and the market still seems to be growing." (Japanese original by Reina Kamoda, Business News Department) Font Size SML Print Go to The Mainichi Home Page Related Articles Japan toy market hits record high, driven by nostalgic products that appeal to adults Realistic miniature capsule toys modeled on packages of miso debut in Japan Go getcha gachas: Store with 1 ブランドコピー時計 000 capsule toy vending machines opens in Sapporo