Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia
In 2024, toys and games in Indonesia saw moderate growth, propelled by the kidult trend and the popularity of collectible toys. This trend resulted in heightened expenditure on premium products and lifestyle collectibles. While retail e-commerce remained the most significant sales channel, offline retail saw growth. The industry retained its fragmented nature, with both global and local brands competing for value share through pricing strategies, partnerships, and online visibility.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Indonesia?
- Which are the leading brands in Toys and Games in Indonesia?
- How are products distributed in Toys and Games in Indonesia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Indonesia?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Indonesia
Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia
Traditional toys and games drives growth within toys and games
Marvel and Transformers action figures gain from the kidult trend
Pokémon cards and Pop Mart blind boxes drive growth in collectibles in toys and games
Video games set to continue to dominate, and will also experience growth
Kidult and collectibles trends will drive change in toys and games
Education and the environment set to play important roles
Addo and Playgro to gain traction through affordability and brand trust
Retail e-commerce set to gain further traction in traditional toys and games
Mattel and Lego retain share amidst fragmentation and kidult growth
Pop Mart and Addo gain traction through trends and retail strategies
Brands which effectively use retail e-commerce perform well
Hasbro launches colour mixer kit for STEM and art education
Blending offline and online channels
Addo leverages e-commerce to expand its reach
Miniso opens Sanrio flagship store to deepen consumer connections
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in Indonesia
KEY DATA FINDINGS
Nostalgia and collectibles drive demand, supported by strategic brand partnerships
Dolls and accessories and Lego drive growth in traditional toys and games
ZD Toys benefits from kidult spending and social media buzz
Gen Z and kidults drive value growth for collectibles from Pop Mart and Fugglers
Lego Formula 1 partnership boosts sales and enhances brand image
Dolls and accessories set to experience the fastest growth in traditional toys and games
Kidults, education, and technology will shape traditional toys and games
Physical stores to drive sales; localisation to broaden market penetration
Mattel leads as concentration increases within traditional toys and games
Pop Mart's blind box strategy resonates with Indonesian kidult collectors
ELC Indonesia launches the Miko 3 Smart Robot for young children
Offline channels lead, with traditional toys and games stores performing strongly
Although offline stores remain key, e-commerce continues to expand
Lego store's barcode scanner shows animated models on a digital screen
Video Games in Indonesia
KEY DATA FINDINGS
Growth driven by mobile gaming, kidult spending, and subscriptions
Growth in video games software driven by mobile games
Engagement and sales of video games via hybrid retailers driven by kidults
Subscription services drive value growth due to affordable premium content
Rising disposable incomes to drive growth in video games
Kidult trend to boost nostalgic gaming products via collaborations with brands
Mobile and digital games set to maintain their rising trend, with localisation key
Digital-first strategies and community engagement likely to drive success for video games firms
Indie games studios benefit from localisation and mobile-first design
Players in both mobile and console games remain important
E-commerce channels become the main focus of sales of video games
Tokopedia partnership with PlayStation contributes to growth for retail e-commerce
Rental and retail hybrid model is important in Indonesia
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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