A shooting toy where players determine whether or not a shot has hit a target based on image recognition is provided. A determination section (43) of a controller (5) determines whether or not the shot has hit the target based on image recognition by comparing a target image to be recognized, acquired by a target image data acquiring section (41) with a reference image stored in a reference image data storing section (45). A game executing section (35) proceeds with the game based on a hit signal outputted from the determination section (43).