Baby and Toddler Products - Japan

1. Executive Summary

Japan is a mature, shrinking-volume but high-value market for baby and toddler products. Births to Japanese nationals fell to a record low of 671,236 in 2025 (total fertility rate 1.14), yet spending per child remains among the highest in the world. Parents, and very often grandparents, buy fewer items but choose higher-quality, safer and better-designed products, which keeps value sales broadly stable while unit volumes decline. According to Yano Research Institute, the Japanese "baby-related business" market (products and services for children aged 0–2) reached JPY 4,657 billion in 2025 (+2.0%). Growth is driven by publicly subsidised daycare services, which account for the bulk of this figure, and by educational and infant toys; baby goods, baby food and baby apparel declined in 2025, partly cushioned by price increases. The wider toy market (all ages) set its sixth consecutive record at JPY 1,166.4 billion in fiscal 2025 (+6.3%), and the baby and children’s clothing retail market is worth about JPY 840 billion. For foreign suppliers the most important conclusions are: • Premium, design-led and safety-proven imports have a clear place. European brands (strollers, carriers, high chairs, wooden and educational toys, muslin and organic textiles) enjoy a strong image, particularly in department stores, select shops and online. • Private label is concentrated among a few large chains (Nishimatsuya, Akachan Honpo, Toys"R"Us/Babies"R"Us, AEON, Shimamura/Birthday, MUJI) that source largely from Asia; European suppliers compete here mainly with differentiated, certified products rather than on price. • Regulation has tightened substantially. Since 25 December 2025 toys for children under 3 and infant beds require the new Child PSC mark; strollers and bed guards followed on 8 July 2026. Mouth-contact toys and food-contact articles are regulated under the Food Sanitation Act. Japanese-language labelling and a Japanese importer of record are indispensable. • Market entry almost always runs through a specialised Japanese importer, typically as exclusive distributor (so-dairiten), because retailers buy only from suppliers with an existing account (kouza) and payment terms are long. • EU suppliers benefit from the EU–Japan EPA (duty-free on most relevant goods, e.g. baby apparel otherwise dutiable at roughly 6–11%). UK and Swiss suppliers have comparable agreements; suppliers from Norway, Iceland, Liechtenstein or Turkey pay the normal WTO rates. Among non-European origins, ASEAN and CPTPP partners are largely duty-free, while China and Korea still face reduced but non-zero RCEP rates on apparel. Chapter 8 contains a directory of Japanese importers, distributors, wholesalers and directly importing retailers, structured by type and product focus, with website, supplier registration form where available, general e-mail address and switchboard number.