On Thursday August 28, International Tokyo Toy Show 2025 kicked off at the Tokyo Big Sight. As the largest toy exhibition in Japan, the Tokyo Toy Show supports the country’s massive 2 trillion-yen toy industry, which continues to grow consistently year by year. Japan has given rise to some of the world’s most notable children’s franchises, such as Pokemon and Hello Kitty, and ubiquity of these characters is reflected in an abundance of collaborations among a wide array of toys.
Despite the opening day being a “Business Day” for professional visitors only, attendees could not help but express their excitement in getting to test out the latest toys. Everywhere one looked, visitors were playing with Beyblade battling tops, squishable building blocks, and even gravity-defying magnetic train sets. The energy in the venue was absolutely palpable. Japanese MICE media outlet POP Inc. spoke with exhibitors to learn more about these new products.
LONPOS Braintelligent Co., Ltd. creates brain-bending puzzle games for all ages. These puzzles challenge players to complete patterns in 2D and 3D space using oddly shaped pieces. At the Tokyo Toy Show, visitors are able to playtest several of these games, the most popular of which is the “LONPOS Clever Creator.” To solve Clever Creator puzzles, various building blocks consisting of arrangements of spheres must be positioned in order to correctly complete a 2D plane or to construct a 6-layer pyramid corresponding to a selected puzzle. The game contains a total of 303 puzzles at varying difficulty levels, and the “normal” puzzles are already fairly challenging. LONPOS is based in Taiwan, and the manufacturer is looking forward to capitalizing on their first Toy Show appearance in order to connect with Japanese buyers.
LONPOS homepage: https://www.lonpos.cc/
Beverly Enterprises Inc. is a jigsaw puzzle manufacturer that specializes in classic jigsaw puzzles, children’s puzzles, and 3D crystal puzzles. Their Tokyo Toy Show booth features their charming “Acsta Pop” acrylic stand puzzles. Acsta Pops expand on the concept of acrylic stands, which have become increasingly popular in recent years, by transforming them into jigsaw puzzles constructed with tiny 15mm pieces. These pieces fit snugly so that the stands can be displayed vertically, and they stick together even when lifted. A new collaboration featuring Hello Kitty and friends is planned to be released in November 2025, and other Ascta Pops portraying Disney characters, Winnie the Pooh, and Rilakkuma are already available in stores.
Beverly Enterprises homepage: https://be-en.co.jp/
Robotics education company Anhui YODO Intelligent Robot Co., Ltd. promotes methods of teaching STEAM (science, technology, engineering, art, and math) to children by focusing on practice learning. YODO’s booth demonstrates the unique characteristics of their interlocking plastic bricks. What separates these from similar construction toys such as LEGO, explained Sales Director Amanda Wong, is their distinctive micro-motion. Each set incorporates various types of movement, as well as lighting fixtures. The average set contains over 2,000 pieces and takes approximately 8 hours to complete, and the electronic elements can offer an opportunity for children to learn about robotics through hands-on experience. YODO hails from Huainan City in China, and the company hopes to introduce its products to the Japanese populace during the Toy Show.
YODO homepage: https://www.yodorobot.com/index_TPL.php
Eyesun Technology Co., Ltd. is displaying its “Eyesun Cam” instant camera. These cameras are extraordinary in the fact that they print on rolls of paper as opposed to film. Depending on the model, Eyesun Cams can print over 60 pictures per roll either in black and white, in full color, or in a color specified by an added filter. Compared to the recent popularity boom of Polaroid cameras, Eyesun provides a cheaper and more accessible alternative to take analog photos. Furthermore, Eyesun markets itself as an outlet for children to express their artistic creativity through photography.
Eyesun Cam homepage: https://www.globalsources.com/eyesun.co
On the opening day, the largest and most lively booth was that belonging to Bandai Co., Ltd. and Bandai Spirits Co., Ltd. The manufacturer is showcasing hot new products from some of its most popular toy lines. Front and center, Bandai features gear from the upcoming superhero drama “Kamen Rider Zeztz,” including replicas of the transformation belt and sword used by the main hero.
The beloved Tamagotchi digital pets will begin another fun adventure in the brand-new “Tamagotchi Paradise” toy series. These electronic gadgets incorporate a novel “Zoom Dial” that can be used to view the Tamagotchi from its cellular level all the way to outer space. Additionally, a “docking” feature allows two Tamagotchis to communicate through a physical connection between devices. Docking can even enable them to start a family together.
Celebrating the 50th anniversary of the world-renowned Super Sentai series, Bandai is releasing a special line of toys featuring the robots that appear in the currently airing “No. 1 Sentai Gozyuger” drama. These toys can transform to become tools that fit in the palm of the hand.
For each franchise, visitors were enthralled by staff members’ heated presentations on the individual charms of each toy, and the whole booth was bathed in sights, sounds, and voices that combined to form an immersive experience.
Bandai homepage: https://www.bandai.co.jp/en/
The second and final Business Day at Tokyo Toy Show 2025 will be held on Friday, August 29. On Saturday, August 30 and Sunday, August 31, the event will be open to the public, and children middle-school-aged and younger can enter free of charge.
