Toys and Games in Malaysia

July 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
  • Which are the leading brands in Toys and Games in Malaysia?
  • How are products distributed in Toys and Games in Malaysia?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Malaysia?
  • 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 Malaysia

Kidults and video games drive sales amid inflation and falling fertility rates
Chart 1 Key Trends 2024
Strong growth for traditional toys and games, but video games dominates sales
Chart 2 Analyst Insight
Monsta and Wau Animation drive innovation via cultural appeal and licensing
Chart 3 Local Franchise Wau Animation Teams Up With Sembo Blocks To Target Youngsters
Affordable cloud gaming passes boost accessibility for local gamers
Chart 4 Local Cloud Gaming Platform Nebula Offers 1000+ Games To Stream Instantly
Rising incomes to drive expansion of toys and games over the forecast period
Greater interest in STEM-based toys to foster learning through play
Millennials to help drive sales as local birth rates fall
Competitive landscape led by video games companies
Boboiboy Galaxy and Ejen Ali benefit from licensed merchandise partnerships
Mattel adjusts production amid tariffs and capacity expansion
Physical stores regain share as consumers enjoy in-person toy shopping
Impulse Gaming expands with new flagship store in Johore
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in Malaysia 2024
Chart 7 Key Insights on Consumers in Malaysia 2024
Chart 8 Consumer Landscape in Malaysia 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Malaysia

KEY DATA FINDINGS

Kidults, collectibles and STEM-based toys drive impressive growth
Chart 9 Key Trends 2024
Pop Mart dolls and local anime help drive category sales
Chart 10 Labubu Dolls Amasses Loyal Following Among Avid Malaysian Collectors
Parents favour sustainability and cultural relevance in toys and games
The Nurts leverages learn-and-play activities to enhance children's skills
Chart 11 The Nurtz Supports Learn-And-Play Activities With Educational Toys and Games Kits
Overall positive outlook but category may struggle towards the end of the forecast period
Demand for educational toys shapes purchasing patterns
Kidults and collectibles trends to drive sales of dolls amid declining birth rate
Chart 12 Analyst Insight
New leader as competitive landscape becomes increasingly consolidated
Local anime and films drive licensing in action figures and games
Mattel reduces China toy production due to tariffs
Physical retailers benefit from weekend visits to shopping centres
Further gains for retail e-commerce as it attracts consumers with competitive prices
Impulse Gaming expands physical presence with new stores

Video Games in Malaysia

KEY DATA FINDINGS

Further shift towards digital content and rising interest in esports help drive video games
Chart 13 Key Trends 2024
Mobile games drives growth within largest category of video games software
Chart 14 Analyst Insight
Local developers cater to demand for culturally relevant games
Chart 15 Kurechi Game Studio Incorporates Malaysia’s Rich Cultural Diversity Into Its Games
Cloud gaming platforms offer flexible subscriptions and expand services
Some adults still invest in static consoles for leisure despite economic pressures
Chart 16 Nintendo Event Encourages Parents And Children To Trail-Play And Compete For Fun
Disposable income growth set to drive future expansion of video games
Cloud gaming and AI to drive growth and shape consumer behaviour
Games with local elements and esports to see rising popularity
Sony gains dominance of video games hardware with new PlayStation launch
Kurechii update features local culture; popular games achieve high satisfaction
Nintendo to launch upgraded Switch console to boost demand
Retail e-commerce remains dominant due to popularity of digital games
Offline stores preferred for video game hardware purchases
Impulse Gaming expands retail presence with new flagship stores

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • 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
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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