Toys and Games in South Korea

July 2025
Select Country Report
USD 2,450
Request More Information

Delivery:

Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).

This report comes in PDF with additional info in Excel included.

Overview:

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

Collectibles, kidults and digital content help drive positive performance
Chart 1 Key Trends 2024
Largest category of video games registers most dynamic performance overall
Chart 2 Analyst Insight
Gachapon trend expands, influencing marketing beyond toys and games
Chart 3 From Gachia Park to Hypermarkets
Bigglz uses AI to enhance toy customisation and engagement
DAY6's DENIMALZ merchandise leverages customisation to engage fans
Chart 4 JYP’s DENIMALZ Campaign Charms Fans
Video games to continue driving growth of toys and games
AI to drive development in toys and games
Chart 5 Krafton Bets on AI with InZOI Launch
Gacha marketing to gain further traction, but this will be more of a challenge for video games
Change to chat feature for Among Us alienates Generation Alpha
Leader Nexon uses AI marketing, while Catch Teenieping gains notable share in dolls and accessories
Pikmin game resonates with millennials and Generation Z for providing enjoyment
Neptune diversifies via independent studio investment; Aurora World acquires Mary Meyer
Retail e-commerce expansion driven by changing industry and pre-order systems
Gacha retail model helps to boost toys and games, while expanding across consumer goods
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in South Korea 2024
Chart 8 Key Insights on Consumers in South Korea 2024
Chart 9 Consumer Landscape in South Korea 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in South Korea

KEY DATA FINDINGS

Despite overall decline, dolls and accessories benefits from kidults and collectibles trends
Chart 10 Key Trends 2024
Dolls and accessories experiences double-digit growth, driven by Catch Teenieping
Chart 11 Lego Expands Botanicals Range
Pop Mart partnerships drive growth in collectibles
Chart 12 Pop Mart Grows Collectibles Buzz with Disney and K-pop
Catch Teenieping IP drives growth across children's products through partnerships
Construction to drive overall sales, while companies will look to diversify with AI and tech innovations
Major focus on kidults amid ageing population and low birth rates
Retail e-commerce to attract cost-conscious consumers while gacha model may be hindered by potential regulations and concerns
Chart 13 Analyst Insight
Low concentration as LEGO Group retains lead while competitors make gains
Local company Young Toys gains ground by utilising intellectual properties
Aurora World acquires Mary Meyer to expand product range
Retail e-commerce leads distribution, while hypermarkets loses ground
Experiential retail drives flagship and pop-up store expansion

Video Games in South Korea

KEY DATA FINDINGS

AI and further shift towards digital content shape performance of video games
Chart 14 Key Trends 2024
Growth of video games software driven by digital sales
Pikmin pop-up store drives customer acquisition with collectibles
Chart 15 Pikmin Leads Game IP Push into Offline Collectibles
Krafton partners with McLaren and NVIDIA to enhance user engagement
Chart 16 Krafton And McLaren Mobile Game Partnership
Video games software set to drive future growth
AI personalisation and strategic partnerships drive video game changes
Chart 17 Analyst Insight
Local games studios consider overseas expansion as regulations could hinder in-game purchases
Nexon strengthens leadership through user experience focus
Pikmin's appealing characters gain popularity among millennials and Generation Z
Companies look to strengthen positions through acquisitions
Krafton invests in studios, and launches AI-powered community simulation game
Retail e-commerce dominates distribution amid in-app purchase growth
Nikke and Pikmin pop-ups boost experiential retail engagement

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
Share:

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This report originates from Passport, our Toys and Games research and analysis database.

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

© 2025 Euromonitor is privately owned & trademarked. VAT No. GB: 239-2559-40 Registered in England No. 1040587