COMPETITIVE LANDSCAPE
Mattel leads as concentration increases within traditional toys and games
In 2024, traditional toys and games in Indonesia remained highly fragmented, with the top five companies accounting for 36% of value sales, although this was higher than the Asia Pacific average of 28%. However, concentration has been increasing in the country, as the top five companies accounted for 33% of value sales in 2019.
Pop Mart's blind box strategy resonates with Indonesian kidult collectors
Chinese dolls and accessories brand Pop Mart was the strongest performer in Indonesia in 2024, seeing an increase of six percentage points in value share and rising to second place within traditional toys and games. The brand specialises in collectibles and blind boxes, offering art toy series such as Labubu, Skullpanda, and Crybaby, which are popular among teenagers and kidult collectors.
ELC Indonesia launches the Miko 3 Smart Robot for young children
In 2024, Early Learning Centre (ELC) Indonesia introduced the Miko 3 Smart Robot, an AI-driven interactive educational toy designed for children between the ages of five and 10. The Miko 3, which is priced at around IDR5 million, is marketed as a learning companion that utilises conversational AI, games, storytelling, and emotional intelligence to engage its young users.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Indonesia 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.
If you're in the Traditional Toys and Games industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Indonesia 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 Traditional Toys and Games in Indonesia?
- Which are the leading brands in Traditional Toys and Games in Indonesia?
- How are products distributed in Traditional Toys and Games in Indonesia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Indonesia?
- 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?
Traditional Toys and Games in Indonesia - Category analysis
KEY DATA FINDINGS
Nostalgia and collectibles drive demand, supported by strategic brand partnerships
Dolls and accessories and Lego drive growth in traditional toys and games
ZD Toys benefits from kidult spending and social media buzz
Gen Z and kidults drive value growth for collectibles from Pop Mart and Fugglers
Lego Formula 1 partnership boosts sales and enhances brand image
Dolls and accessories set to experience the fastest growth in traditional toys and games
Kidults, education, and technology will shape traditional toys and games
Physical stores to drive sales; localisation to broaden market penetration
Mattel leads as concentration increases within traditional toys and games
Pop Mart's blind box strategy resonates with Indonesian kidult collectors
ELC Indonesia launches the Miko 3 Smart Robot for young children
Offline channels lead, with traditional toys and games stores performing strongly
Although offline stores remain key, e-commerce continues to expand
Lego store's barcode scanner shows animated models on a digital screen
Toys and Games in Indonesia - Industry Overview
Kidults, collectibles, and mobile-first gaming fuel growth in Indonesia
Traditional toys and games drives growth within toys and games
Marvel and Transformers action figures gain from the kidult trend
Pokémon cards and Pop Mart blind boxes drive growth in collectibles in toys and games
Video games set to continue to dominate, and will also experience growth
Kidult and collectibles trends will drive change in toys and games
Education and the environment set to play important roles
Addo and Playgro to gain traction through affordability and brand trust
Retail e-commerce set to gain further traction in traditional toys and games
Mattel and Lego retain share amidst fragmentation and kidult growth
Pop Mart and Addo gain traction through trends and retail strategies
Brands which effectively use retail e-commerce perform well
Hasbro launches colour mixer kit for STEM and art education
Blending offline and online channels
Addo leverages e-commerce to expand its reach
Miniso opens Sanrio flagship store to deepen consumer connections
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy 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 Traditional Toys and Games research and analysis database.
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