June 26, 2023

“Capsule Toy” Specialty Stores Are Becoming More Popular Than Ever Before

According to a survey by the Japan Capsule Toy Association, the capsule toy market became worth 72 billion yen in the fiscal year 2022. The increase in the number of specialty capsule toy stores supports the popularity. Under the new coronavirus, commercial establishments became more likely to value non-personal sales methods, and requests to open new stores increased. Vending machines are stacked three or more high to match the adult viewpoint, and four tiers would be more than two meters high.

In the past, capsule toys were in the eaves of candy stores or next to the toy department, where it was difficult for adults to find and buy. The increase in specialty stores has made capsule toys more accessible to adults.

In a survey conducted in December 2022 by Happinet, a leading toy wholesaler, 51.1% of women in their 20s~30s said they had purchased capsule toys after becoming adults. As for the appeal of capsule toys, 51.6% of all respondents cited "high quality."

Made-to-order production was made possible and it helps maintain the quality. Four hundred new products come onto the market monthly, and the number of orders is determined three months before the launch. Manufacturers do not have to worry about holding inventory and can quickly develop drastic plans. The advent of 3D printers has made it possible to create detailed designs, making it easier to create high-quality products that satisfy adults.

Bandai is at the forefront of the trend toward high-quality, high-priced capsule toys. Conventional vending machines could only handle products up to 500 yen, but after 2021, vending machines could sell products up to 2,500 yen. It has developed a high price range and has sold "The Big Book of Lizards, Advanced: The West African Lizard-like" for 2,000 yen since March 2023.

When the capsule toy, which originated in the United States, was introduced in Japan in 1965, the price was 10 yen. Over the past 50 years, prices have increased as they have gone from children's to adult-oriented. High-quality capsule toys are becoming increasingly popular, and it is finally beginning to see a future for running vending machines. It will continue to grow in popularity as a familiar entertainment that people can enjoy.