Toys and Games in Singapore

July 2025
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Overview:

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

Traditional toys and games keeps overall growth positive amid video games decline
Chart 1 Key Trends 2024
Traditional toys and games gains ground, while video games declines in Singapore
Blind box trend driven by social media and collector psychology
Chart 2 Analyst Insight
BANDAI leverages kidult trend with community events and model creation
Chart 3 BANDAI NAMCO Supports Community of Collectors
PlayStation5 Pro and Nintendo Switch 2 attempt to attract consumers through enhanced gaming
Chart 4 PlayStation 5 Pro
Video games to resume growth and lead overall toys and games
Sustainability and AI-enhanced games to shape demand for toys and games
Digitalisation to influence distribution strategies
Companies must develop toys with values important to Generation Alpha
Lego and Pop Mart brands gain ground in fragmented competitive landscape
Pop Mart uses series diversity and “FOMO” to drive purchases
Offline stores remain key for traditional toys and games, while online dominates video games
Pop Mart Robo Shop vending expands access to products to support growth
Chart 5 Pop Mart Robo Shop Vending Machines
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in Singapore 2024
Chart 8 Key Insights on Consumers in Singapore 2024
Chart 9 Consumer Landscape in Singapore 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Singapore

KEY DATA FINDINGS

Kidults and collectibles are major trends driving traditional toys and games
Chart 10 Key Trends 2024
Dolls and accessories drives growth of traditional toys and games in 2024
Local communities and competitions help support construction sales
Chart 11 Analyst Insight
Pop Mart and others expand collectibles ranges to boost growth
Chart 12 Miniso Collectibles Display
Brands pursue sustainable packaging amid environmental concerns
Dolls and accessories to continue to drive growth of traditional toys and games
Kidult trend and collectibles to influence design and marketing strategies
Growing digitalisation to support online content and sales
Lego and Pop Mart gain ground in increasingly concentrated competitive landscape
Lego Botanicals Collection continues to expand to attract older consumers
Chart 13 Lego Expands Botanicals Collection
Pop Mart uses series and secret boxes to maintain collector interest
Retail offline drives distribution of traditional toys and games
Retail e-commerce gains further share as alternative channel for traditional toys and games
Pop Mart Robo Shop uses vending to sell collectibles in Singapore

Video Games in Singapore

KEY DATA FINDINGS

Players increasingly search for enhanced experiences amid rise of cloud gaming
Chart 14 Key Trends 2024
Video games declines amid anticipation for new hardware launches
M1 leverages infrastructure for cloud gaming adoption with attractive GamePRO plan
Chart 15 Zolaz - Popular Cloud Gaming Service Provider in Singapore
Sony and Nintendo invest in consoles amid inflation
Chart 16 Nintendo Switch 2
Video games software to lead category growth over the forecast period
New consoles and software to drive spending in local market
AI-driven game development improves user engagement with realistic characters
Activision Blizzard acquisition drives Microsoft share gain, while Nintendo loses ground
Chart 17 Analyst Insight
Independent game studios drive dominance of “others”
Retail e-commerce dominates video game distribution with significant expansion
Local gaming convention and competitions aim to increase interest in video games

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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