Taito Survey Identifies Top Fan Merchandise Trends for 2026
Taito's latest survey of people aged 10 to 30 reveals that "mark mascots" are the trendiest merchandise, while plush toys remain the most popular item.
Taito released the results of its 4th annual "Oshikatsu" and Goods Survey on October 28, 2026, highlighting shifting trends in fan merchandise preferences among individuals aged 10 to 30.
According to animeanime.jp, the survey found that "mark mascots" were the trendiest fan merchandise of 2026. Meanwhile, small and medium-sized plush toys maintained their position as the most popular merchandise category.
The data indicates that 45.2% of respondents aged 10 to 30 own merchandise related to their "oshi," or favorite character or idol, with higher ownership rates observed among younger demographics. Among those with an "oshi," 44% reported having experience photographing their merchandise, a practice often referred to as "nui-katsu" or "nui-dori."
Taito has conducted this survey annually since 2023 (as of October 2026). Small and medium-sized plush toys have held the top ranking for fan merchandise for three consecutive years (as of October 2026).
Quick answers
How long have small and medium plush toys been the most popular merchandise?
As of October 2026, they have been the top-ranked merchandise for three consecutive years.
What percentage of respondents own merchandise for their favorite character or idol?
The survey found that 45.2% of respondents aged 10 to 30 possess such merchandise.