Understanding the Japanese Market: Baby Products & Toys
Japan’s toy and baby product markets are bigger than most brands realize and continue to grow in new and unexpected ways. In 2024, the toy market reached a record ¥1.1 trillion (US$7.4 billion), while the baby care sector reached ¥1.28 to 1.44 trillion (US$8.5 to 9.5 billion). High volumes, premium demand, and loyal buyers make Japan one of the world’s most dynamic consumer markets.
Toys for children under six present a category full of opportunity but also one that requires a clear understanding of Japan’s evolving safety regulations.
Toys and Baby Products in Japan
In Japan, toys and baby products are closely regulated and often overlap in classification. Toys are defined as items designed for a child’s amusement, learning, or development. Baby products include essential care, feeding, hygiene, and mobility items for infants and toddlers up to around three years old.
Common categories include:
- Baby Toys (regulated): rattles, teething rings, bath toys, pacifier chains, chewable toys
- General Toys: dolls, plush animals, action figures, puzzles, building blocks
- Educational and Musical Toys: STEM kits, alphabet boards, toy instruments
- Electronic Toys: light-up, sound, or battery-operated toys (some require PSE compliance)
- Baby Essentials: diapers, wipes, skincare, bottles, feeding accessories, strollers, carriers
- Safety and Nursery Items: car seats, cribs, cots, bedding
Under Japan’s Food Sanitation Act and Consumer Product Safety Act, Japan regulates toys and baby products based on both the child’s age and how the product is used. Some toys are regulated even if labeled for older children because there is a risk of young children putting the product in their mouths or handling them for extended play.
For example, plush toys and teethers are both considered Designated Toys under the Food Sanitation Act because they may come into contact with a child’s mouth or skin. Toys for children under three years old will also fall under the new Specified Toy category regulated by METI from December 2025 (see below).
Products that make functional or medicinal claims, such as baby lotions or fortified formulas, must comply with the Pharmaceutical and Medical Device Act (PMD Act). Emerging products like smart baby monitors or electronic sterilizers may also require separate certification depending on their technology and function.
Proper classification from the start is critical because it determines which safety tests, marks, and documentation your brand must secure before launch.
Toy Safety and New Regulations (2025 Update)
Toys that may be placed in a child’s mouth or handled by children under six years old are classified as Designated Toys under Japan’s Food Sanitation Act (MHLW). These require testing for chemical and material safety at MHLW-approved laboratories. Testing ensures that all components such as paints, coatings, and plasticizers are safe for use.
Common products such as plush toys, rattles, dolls, and toy blocks are automatically classified as Designated Toys under this law.
From December 25, 2025, toys intended for children under three will also require compliance as Specified Toys under the Consumer Product Safety Act (CPSA). This introduces a new Child PSC Mark, confirming that toys meet Japan’s technical and safety standards for design and labeling.
To use the mark, manufacturers or importers must complete a formal certification process through a METI-authorized conformity assessment body. Testing verifies that each toy meets Japan’s national technical standards before it can be sold in the market.
Toys for children under three will therefore require dual compliance, which means passing material safety testing under the Food Sanitation Act and obtaining the Child PSC Mark under the Consumer Product Safety Act following third-party certification.
Key changes effective December 2025:
- Mandatory Certification: Manufacturers and importers must apply for certification with a METI-authorized body to obtain the before sale. Self-declaration is not accepted.
- New Child PSC Mark: Required for toys designed for children under three, confirming compliance with Japan’s national safety standards.
- Technical Standards: Applicants must verify compliance and include age and usage warnings in Japanese on packaging.
- Retail Controls: Retailers cannot sell toys for children under three without the certified Child PSC Mark.
The reform also clarifies which products are considered infant toys, meaning toys intended for play by children under three years of age. Exceptions apply to products that are not designed for play or are already regulated under other safety frameworks.
Additionally, the Japan Toy Association (JTA) has revised the voluntary ST Standard (ST 2025) to align with the new Child PSC framework and to reinforce testing for small parts, labeling clarity, and flammability. The ST Mark remains voluntary but continues to be widely trusted by Japanese consumers and retailers as an additional assurance of safety.
For more details, see the official announcement by METI.
Import Process for Toys and Baby Products in Japan
Importing toys and baby products into Japan involves several steps to ensure compliance with both the Food Sanitation Act and the Consumer Product Safety Act (CPSA). Depending on the product, importers may also need to meet requirements under other laws such as the Pharmaceutical and Medical Device Act (PMD Act) or the Electrical Appliance and Material Safety Act (PSE) for electronic toys.
1. Pre-Market Compliance and Classification
Before importing, determine whether your product qualifies as a Designated Toy under the Food Sanitation Act or a Specified Toy under the Consumer Product Safety Act. Products intended for, or likely to be used by, children under six, including plush toys, rattles, teethers, and toy blocks, are regulated even if marketed for older age groups.
Confirm whether your product requires:
- Food Sanitation Act testing and notification (for mouth-contact items)
- PSC Mark certification (for toys under the CPSA) or voluntary ST Mark testing
- PMD Act or PSE certification (for cosmetic-type or electrical items)
2. Import Notification and Registration
For foreign manufacturers or sellers without a Japan entity, registration and filing with METI must be completed by a Japan-based representative. As your ACP and Importer of Record, COVUE acts as that legal representative, managing all METI notifications and certification procedures on your behalf.
This includes:
- Submitting technical documentation to METI and authorized certification bodies.
- Completing the conformity assessment for the Child PSC Mark.
- Holding the certification and maintaining product records in Japan.
- Acting as the local contact point for any government inquiries or inspections.
Under the 2025 CPSA amendment, overseas brands selling directly to Japanese consumers are treated as Specified Import Business Operators and must appoint a Domestic Administrator in Japan. COVUE can fulfill this role as part of our import compliance service, ensuring every regulatory requirement is met locally.
3. Testing and Documentation
Designated Toys must be tested by an MHLW-approved laboratory under the Food Sanitation Act to confirm material and chemical safety.
Specified Toys, including toys for children under three, require a separate conformity assessment conducted by a METI-authorized certification body under the Consumer Product Safety Act.
This certification process verifies that the product meets Japan’s technical standards before the Child PSC Mark can be issued and displayed.
Key documentation includes:
- Material list and manufacturing flow
- Product images and Japanese labeling samples
- Safety test reports and certificates for chemical, mechanical, and flammability standards
- Proof of PSC or ST Mark conformity if applicable
- Import declaration for Japan Customs
4. Post-Import Obligations
Once products are on the market, importers and manufacturers are responsible for:
- Displaying the PSC Mark on compliant products
- Reporting serious product incidents within ten days to the Consumer Affairs Agency
Why This Matters
Compliance is more than a regulatory step. In Japan, it is the foundation of consumer trust and lasting market access. The new Child PSC certification system and existing Food Sanitation requirements raise the standard for safety, transparency, and accountability. Together, they ensure that every toy sold in Japan is tested, traceable, and safe for the country’s youngest consumers.
For global brands without a Japan entity, these regulations can seem complex. That is where COVUE plays a vital role. As your ACP and Importer of Record, we manage every part of the process, from testing and certification to documentation and government filings, ensuring your products meet all legal and safety requirements before they reach Japanese consumers.
Japan rewards brands that focus on safety, precision, and quality. Partner with COVUE to enter the market with confidence, build trust with Japanese buyers, and expand your business the right way.