The Showa-era toy "Butaminton" remains popular in the Reiwa era—not just for nostalgia, but also due to a new factor: the "heatwave boost."

1. Introduction—Why "Butaminton" is Hot Right Now

In the summer of 2025, Japan recorded the hottest July since statistics began in 1898. The Japan Meteorological Agency announced that "the average monthly temperature in Japan for July was the highest on record," with the average temperature deviation reaching +2.89°C. As outdoor activities became limited and family "at-home time" increased, simple indoor games that don't require much space are once again gaining attention. Japan Meteorological Agency+1

In surveys targeting parents and children, over 70% of families reported "changing how they spend time due to the heat," with indoor crafts, baking, educational toys, and home movies ranking high in popularity. This indicates a demand for tools that allow everyone to have fun indoors. The revival of the Showa-era popular toy "Butaminton" fits perfectly into this trend. ResemomPress Release & News Release Distribution Share No.1｜PR TIMES

2. What is "Butaminton"?—The Lineage from Showa to Heisei to Reiwa

• First Generation (Showa, 1987): Released by Nomura Toy. The idea of using a pig-shaped racket to blow feathers with wind from the nose became a big hit. Sister products like "Butaminton Pro" and "Jumbo Butaminton" also appeared. Wikipedia

• Heisei Revival (2004): Although production was once discontinued, it was re-released in 2004.

• Reiwa Revival (2025): Megahouse released the Reiwa version in mid-April. The feathers were improved to increase floating time, making the game more exciting. Press Release & News Release Distribution Share No.1｜PR TIMESMegahouse Corporation

Trivia (For foreign readers)

• "Showa Retro": A Japanese trend that nostalgically appreciates the design and culture of the Showa era (1926–1989).

• "Kidult": A consumption style where adults enjoy toys and animations intended for children.

3. Product Overview and Improvements of the Reiwa Version

• Price: 4,378 yen (tax included) / 3,980 yen (excluding tax)

• Set Contents: Pigs (Pink ×2, Green ×2), paper net, pole parts, feather sheet, etc.

• Rules: Hit the feather over the net without letting it fall, and the first to 10 points wins. Playable with 2 people (1 vs 1) or 4 people (2 vs 2).

• Improvements: Improved feather floatability (longer "floating" time in the air)

• Release: Mid-April 2025 (Megahouse)
  Source: Megahouse product page and press release. Megahouse CorporationPress Release & News Release Distribution Share No.1｜PR TIMES

Where to Buy?
Available on Toys "R" Us online store (stock varies by region, so check availability). Toys "R" Us

4. Endorsement through Awards: Japan Toy Awards 2025 "Game & Puzzle Category Grand Prize"

Shortly after its revival in August 2025, "Butaminton" won the Japan Toy Awards 2025 Grand Prize in the Game & Puzzle category. It was highly praised for its cross-generational appeal, unique gameplay, and family-friendliness. This has increased its exposure in toy stores and media, further expanding interest. Press Release & News Release Distribution Share No.1｜PR TIMES

5. It's Not Just About Nostalgia—Three Drivers Behind Its Popularity

5-1. Nostalgia + Kidult Consumption

In 2025, when the "children" of 1987 have become parents or grandparents, the demand to **"share the games of their past with today's children"** has become apparent. The toy market itself is shifting towards a structure where adult demand and revival/collector items are gaining weight amid a declining birthrate (discussions on market expansion and capturing the adult demographic are ongoing). Japan Toy AssociationMinistry of Economy, Trade and Industry

5-2. Shift to "At-Home Time" Due to Extreme Heat

Japan recorded the highest average monthly temperature in July 2025. Family surveys showed that over 70% changed their outing and spending habits, leading to a rise in demand for indoor play. Games that the whole family can enjoy together in a cool indoor environment have seen increased demand. Japan Meteorological AgencyResemom

5-3. Small Space & Clear Rules

Though similar to badminton, the game is played with "wind". It doesn't require much space, making it suitable for Japanese housing, and its language-independent rules are well-suited for inbound friends and multicultural families. This universality has been well-received on social media, making it easy to promote in retail stores. Many retail sites and articles highlight its "Reiwa revival" and "family fun." Joshin WebToy Information Net

6. How to Play?—Basic Rules & "Little Strategy" Guide (Tips for Foreigners)

Basics

1. Set up the net in the center. Each team splits to the left and right sides of the court.

2. Press the belly of the pig (racket) to send the feather to the opponent's court with wind from the nose.

3. If the feather falls in the opponent's court, you score 1 point. The first to 10 points wins. Megahouse Corporation

Mini Strategy

• Angle and Rhythm: The trajectory changes dramatically with the angle of the nose and the pressing tempo. Use a two-step press weak→strong to vary the floating time.

• Role Distribution in Doubles: The front player should catch "floating" balls, while the back player aims for decisive shots.

• Serve Slightly to the Center: Get a feel for **"floating and dropping"** before the opponent can set up.

• Handicap for Kids & Adults: Add house rules like "no consecutive presses" for adults to make it exciting and fair.

Vocabulary (For explaining to English-speaking friends)

• Nose-Air Paddle (鼻風ラケット)

• Floaty Shuttle (ふわっと浮く羽根)

• First to 10 points wins (10点先取)

7. Set Up for Safe and Cool Enjoyment

• Space: Around the table or in the middle of the living room, 2m width × 1.5m depth is a guideline.

• Air Conditioning: Adjust room temperature with air conditioning or fans. In summer, stay hydrated.

• Floor Level Differences: Pay attention to rug edges and wiring to prevent falls.