Toys and Games in Thailand

July 2025
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Overview:

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

Kidult trend and digital video content support positive performance
Chart 1 Key Trends 2024
Traditional toys and games drives gains in toys and games during the year
Pop Mart capitalises on kidult trend with store expansion
Chart 2 Pop Mart In Thailand
Blind collectibles drive repeat purchases and demand for limited editions
Chart 3 Art Toy Collectibles
Digital gaming diverts consumer spending away from traditional toys and games
Chart 4 Twitch Online Gamers
Video games to lead toys and games over forecast period with fastest growth
Cloud gaming and increasing preference for digital software to expand audience
Digital platforms to support dominance of e-commerce
Chart 5 Analyst Insight
Fragmented landscape sees Pop Mart challenge traditional brands with art toys
Pop Mart targets kidults through community and exclusive marketing
E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
Pop Mart disrupts established retail models with omnichannel strategy to drive local sales
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in Thailand 2024
Chart 8 Key Insights on Consumers in Thailand 2024
Chart 9 Consumer Landscape in Thailand 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Thailand

KEY DATA FINDINGS

Kidults and collectibles help drive dynamic performance
Chart 10 Key Trends 2024
Dolls and construction are strong demands drivers of traditional toys and games
Kidult trend boosts sales of traditional toys and games
Chart 11 Lego Botanicals Expanded Range
Labubu craze trend drives art toy sales, reshaping traditional toys and games
Chart 12 Pop Mart Labubu Monsters
Dolls and accessories to display fastest growth in traditional toys and games
Kidults trend to further expand category reach in a market with falling birth rates
Chart 13 Analyst Insight
Tech integration and online sales to become increasingly important
Increasing consolidation due to collectibles
Pop Mart uses blind boxes and social media to drive rapid success in Thailand
Chart 14 Pop Mart Collectibles
Online game to expand into physical toys with Dress To Impress in 2025
Despite strength of toy specialists, online platforms and art toy boutiques are alternative channels
Pop Mart vending machines set to drive impulse purchases of art toys
Retail e-commerce platforms help expand reach of smaller toy brands, while social media drives consumer engagement

Video Games in Thailand

KEY DATA FINDINGS

Digital content continues to drive video games in Thailand
Chart 15 Key Trends 2024
Video games software dominates due to accessibility and gaming culture
Greater internet access in Thailand boosts online gaming engagement
Chart 16 Mobile Phone Users in Thailand
Synnex capitalises as cloud gaming adoption grows and boosts consumption
Chart 17 Synnex Supporting The Rise in Cloud Gaming
Video games software to continue driving category growth over forecast period
Digital gaming expansion driven by streaming, subscriptions and mobile accessibility
Chart 18 Analyst Insight
Government aims to support local games development
Fragmented landscape sees increasing competition among game developers
Adult gamers drive revenue, but foreign games dominate
E-commerce is the dominant distribution channel for video game sales
Thailand International Game Showcase promotes local developers on global stage

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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