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