For Japanese children, Tokyo International Toy Expo is a welcome break after months of sadness since the disasters hit.
But the event, three months after the devastating earthquake and tsunami, almost did not happen. The organisers felt promoting the latest toys would be inappropriate.
Japanese toys are popular worldwide, the industry is worth $9.5bn.
The latest disaster has inspired toy makers to concentrate on more eco-friendly toys this year.
Al Jazeera's Step Vaessen reports from Tokyo.