When individuals have more choices in their lives: what new generation of consumers will the toy market welcome?

The younger generation in Japan is gradually breaking away from the framework of getting married and having children, and the choices of being single, living alone, and self-centered are becoming increasingly common. The new generation of consumers is no longer bound by family roles, and their consumption autonomy has greatly increased, which is rewriting the development direction of the adult toy industry.

1、 The Changes in Values of the New Generation of Consumer Groups

1.1 Diversifying life choices

Marriage and love are no longer mandatory questions,バイブ and young people of Generation Z value freedom, interests, and spiritual pleasure more. The expenditure on toys for single person households has exceeded that of families with children, and adults have become the main growth force in the toy market.

1.2 Consumer decision-making prioritizes self perception

The new generation of consumers prioritize pleasing themselves when shopping, without having to accommodate the preferences of their partners or children. Toy consumption has shifted from gift giving and parent-child consumption to proactive purchasing and self accompanying consumption.

2、 Three major market changes brought by the new generation of consumers

2.1 Requirement level: Emotional companionship becomes a necessity

2.1.1 Healing and stress relieving toys continue to become popular

Products such as Tuoma Gezi, plush toys, and miniature assembled ornaments are suitable for living alone at home scenes, providing low-cost and stable emotional comfort for office workers, filling the spiritual gap of alone time.

2.1.2 Slow hobbies replace brief leisure activities

Long term projects such as Gundam models and figurines are highly favored. The new generation of consumers are willing to invest time in cultivating their hobbies and regard toys as a long-term spiritual sustenance.

2.2 Social aspect: Replace intimate socializing with interest circles

2.2.1 Collecting Toys to Create Online Communities

Cards and limited edition IP trendy games have become the social currency of the circle, and players rely on social media and offline exhibitions to meet like-minded people and gain a sense of belonging through their interests.

2.2.2 The Rise of Lightweight and Low Pressure Social Toys

2-4 person small board game,ディルド, suitable for easy gatherings with friends, can provide a pleasant interactive experience without the need to develop intimate relationships.

2.3 Cognitive level: Toys upgraded to self-expression symbols

2.3.1 High aesthetic toys for home decoration

Small and exquisite trendy ornaments are placed on desks and living rooms, combining entertainment functions with aesthetic attributes, showcasing personal aesthetics.

2.3.2 The concept of toys for all ages is deeply ingrained in people’s minds

The Kidult childlike adult group continues to grow, completely breaking the inherent bias that “toys are just children’s products”, and adults have become more confident in purchasing toys.

Industry Outlook

The new generation of single consumers with diverse choices will drive the toy industry from a children’s track to an adult pleasing track. Brands need to target three major directions: emotional companionship, circle interests, and self-expression, develop products that are suitable for single person living, and seize long-term growth dividends.