Video games, collectibles and kidults drive industry growth
In 2024, sales of toys and games in Taiwan grew, largely due to the popularity of video games and the emerging kidult trend. Cloud gaming was boosted by high smartphone penetration and the expansion of 5G networks. Additionally, there was notable demand for collectibles such as Labubu, as adults sought out nostalgic items. Retail e-commerce was the dominant channel, with retail offline losing ground. The landscape remained fragmented, with established brands focusing on their core products.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Toys and Games in Taiwan?
- How are products distributed in Toys and Games in Taiwan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Taiwan?
- 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 Taiwan
Video games, collectibles and kidults drive industry growth
Video games experiences fastest growth and remains largest category
Labubu drives kidult demand for collectibles with "ugly-cute" aesthetic
9SPlay achieves faster deployment through cloud integration and partnership
Chainsaw Man exhibition provides behind-the-scenes look at anime series
Video games to continue to drive sales of toys and games
Traditional toy companies look to Hasbro and Lego for growth strategies
Addressing the challenge of a falling birth rate and ageing population
Fragmented competitive landscape led by major video games companies
Local brand expands with focus on sustainable materials
Netmarble gains attention with anime-inspired gachapon success
Retail e-commerce continues to dominate overall distribution
Animation convention and toy collaborations help to generate sales
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in Taiwan
KEY DATA FINDINGS
Kidults and collectibles support growth of traditional toys and games
Action figures and dolls and accessories boosted by kidult and collectibles trends
PlanToys embraces sustainable production and carbon neutrality initiative
Pop Mart's Labubu resonates with adults seeking stress relief
Chainsaw Man exhibition offers chance to purchase limited editions and rare toys
Construction set to continue leading sales of traditional toys and games
BANDAI’s lottery strategy engages fans and strengthens local ties
AI adoption and tech-integrated toys to help influence category development
Top companies focus on core brands amid uncertain outlook for local birth rate
Sustainability focus by PlanToys resonates with consumers
Sylvanian Families launches Taiwanese crossover toys in pop-up stores
Retail offline continues to drive distribution of traditional toys and games
Physical outlets look to compete with online platforms via promotions and in-store exclusives
Exhibitions, special events and collaborations help expand visibility and reach
Social media and local fundraising platforms can help drive sales
Video Games in Taiwan
KEY DATA FINDINGS
Digital software continues to drive sales of video games
Video games software sees rapid digitisation, while subscription services boost access
Innovation by Red Candle Games highlights localisation strategies and market success
Support for esports helps to increase visibility and interest in video games
Video games software to drive future growth over forecast period
Nintendo's marketing sustains Switch dominance, but potentially limits Switch Lite sales
Local content set to gain greater prominence
Tencent strengthens lead due to presence in digital content and localised strategy
Netmarble's gachapon game success driven by anime IPs in Taiwan
Positive reception to local game Nine Sols
Digital downloads increase as retail e-commerce dominates video games distribution
9SPlay utilises Google Cloud to enhance game performance in Asia
Xbox Game Pass boosts retention as gamers favour mobile streaming
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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