The competitive landscape for toys and games in Singapore in 2024 was notably concentrated, with the leading five global companies representing 48% share of total sales value, a figure significantly higher than the Asia Pacific regional average of 28%. Consolidation has increased since 2019, when the top five global companies held 47% value share.
The adaptability of construction sets to any theme appeals to both children and adults, as evidenced by the commercial success of the Lego Botanicals Collection.
Pop Mart frequently launches different series throughout the year, partnering with various artists or collaborating with franchises, to maintain collector interest through different products. For instance, Singaporean artists such as Hanna Li (who created the character Chaka, representing hope and curiosity), Da Xin (Twinkle Twinkle) and Lang (who created Hirono, a character known for his connection to personal feelings) are part of recent collaborations with Pop Mart.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Singapore 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 Singapore, 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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