A capsule toy, also known as a “gachapon” or “gashapon” in Japan, is a small toy dispensed from vending machines in plastic capsules. These machines, called gashapon machines, typically cost between ¥100 and ¥500 (about $1–$5 USD) per use. Users insert coins, turn the knob, and a random toy is dispensed, which adds an element of surprise. Gashapon machines are commonly found in shopping malls, arcades, and toy stores. A popular business, Bandai, operates over 300,000 gashapon machines across Japan, generating an annual revenue of around ¥40 billion ($350 million USD).
What is a Capsule Toy
Capsule toys are small toys that originated in Japan and are usually obtained through vending machines. The diameter of the plastic capsule is about 4-7 cm. According to 2022 data, there are over 50,000 capsule toy machines nationwide in Japan, mainly distributed in shopping malls, game centers, and convenience stores. These machines usually contain anime character models, keychains, stickers, etc. For example, each Dragon Ball Z series capsule toy machine contains at least six different character models, of which one to two are rare styles.
The cost of playing a capsule toy machine is about 200-300 yen (approximately 1.5-2.5 USD) each time. Statistics show that the annual revenue of the capsule toy market in Japan exceeded 50 billion yen (approximately 460 million USD) in 2021. A large shopping mall in Tokyo has more than 500 daily users of capsule toy machines. About 60% of users are children and teenagers, and the remaining 40% are adults, showing the broad appeal of capsule toys.
In 2020, the Demon Slayer series capsule toys sold more than 1 million sets within a month, with each set containing eight characters, of which three were special editions, priced at 300 yen (approximately 2.8 USD). In 2021, the Disney series capsule toys sold more than 2 million units in Japan, mainly in Tokyo Disneyland and surrounding stores.
Characteristics of Capsule Toy Machines
Users only need to insert a coin of 200-300 yen and then turn the lever to get the toy capsule. According to a Japanese market survey, 90% of users can master the operation after the first attempt. The 50 capsule toy machines in a shopping mall in Tokyo are used an average of 10,000 times per day, showing their convenience and popularity.
Each capsule toy machine usually contains 4-7 different toys or small items. For example, the 2021 Pokémon series capsule toy machine contains six characters, with one to two rare models, and the probability of getting a rare one is less than 10%. Market surveys show that 80% of users are willing to try multiple times to collect the entire set of characters, with each user spending about 1,500 yen (approximately 13.8 USD) on a particular series.
The unit price of capsule toys is usually between 200-300 yen. In 2021, the annual revenue of the capsule toy market in Japan exceeded 50 billion yen (approximately 460 million USD), of which 60% of the revenue came from children and teenagers. The daily sales of capsule toy machines in a shopping mall in Osaka reached 100,000 yen (approximately 920 USD). Many merchants reported a 15% increase in monthly sales after installing capsule toy machines.
Popularity of Capsule Toy Machines
Users only need to insert a coin of 200-300 yen and then turn the lever to get the toy capsule. According to a 2022 market survey, 90% of users can master the operation after the first attempt. In a shopping mall in Tokyo, 50 capsule toy machines are used an average of 10,000 times per day, showing their convenience and appeal.
Each capsule toy machine usually contains 4-7 different toys or small items. For example, the 2021 Pokémon series capsule toy machine contains six characters, with a probability of less than 10% for rare models. Market surveys show that 80% of users are willing to try multiple times to collect the entire set of characters, with each user spending about 1,500 yen (13.8 USD) on a particular series.
The unit price of capsule toys is usually between 200-300 yen. In 2021, the annual revenue of the capsule toy market in Japan exceeded 50 billion yen (4.6 million USD), of which 60% of the revenue came from children and teenagers. In a shopping mall in Osaka, the daily sales of capsule toy machines reached 100,000 yen (920 USD). Many merchants reported a 15% increase in monthly sales after installing capsule toy machines.
