COMPETITIVE LANDSCAPE
New leader as competitive landscape becomes increasingly consolidated
The competitive landscape of traditional toys and games in Malaysia became increasingly consolidated over the review period. The top five global companies accounted for 43% share of value sales in 2024, up from 36% in 2019.
Local anime and films drive licensing in action figures and games
The popularity of local anime series and films, such as Monsta's Boboiboy Galaxy and Monsta's Mechamato, has driven licensing in action figures, board games, puzzles, and trading card collectibles. Another local franchise, Wau Animation's Ejen Ali, has driven licensing in board games and construction, in particular, collaborating with Sembo Blocks to develop building blocks that resemble scenes and characters from the Ejen Ali animated series.
Mattel reduces China toy production due to tariffs
In December 2022, Mattel announced plans to expand its production of Hot Wheels model vehicles to approximately 500 million units by 2025. The potential impact of tariffs on this increased capacity is yet to be determined.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Traditional Toys and Games in Malaysia?
- How are products distributed in Traditional Toys and Games in Malaysia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Malaysia?
- 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 Malaysia - Category analysis
KEY DATA FINDINGS
Kidults, collectibles and STEM-based toys drive impressive growth
Pop Mart dolls and local anime help drive category sales
Parents favour sustainability and cultural relevance in toys and games
The Nurts leverages learn-and-play activities to enhance children's skills
Overall positive outlook but category may struggle towards the end of the forecast period
Demand for educational toys shapes purchasing patterns
Kidults and collectibles trends to drive sales of dolls amid declining birth rate
New leader as competitive landscape becomes increasingly consolidated
Local anime and films drive licensing in action figures and games
Mattel reduces China toy production due to tariffs
Physical retailers benefit from weekend visits to shopping centres
Further gains for retail e-commerce as it attracts consumers with competitive prices
Impulse Gaming expands physical presence with new stores
Toys and Games in Malaysia - Industry Overview
Kidults and video games drive sales amid inflation and falling fertility rates
Strong growth for traditional toys and games, but video games dominates sales
Monsta and Wau Animation drive innovation via cultural appeal and licensing
Affordable cloud gaming passes boost accessibility for local gamers
Rising incomes to drive expansion of toys and games over the forecast period
Greater interest in STEM-based toys to foster learning through play
Millennials to help drive sales as local birth rates fall
Competitive landscape led by video games companies
Boboiboy Galaxy and Ejen Ali benefit from licensed merchandise partnerships
Mattel adjusts production amid tariffs and capacity expansion
Physical stores regain share as consumers enjoy in-person toy shopping
Impulse Gaming expands with new flagship store in Johore
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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