COMPETITIVE LANDSCAPE
Lego and Pop Mart gain ground in increasingly concentrated competitive landscape
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.
Lego Botanicals Collection continues to expand to attract older consumers
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 uses series and secret boxes to maintain collector interest
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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Overview:
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.
The Traditional Toys and Games in Singapore 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 Singapore?
- Which are the leading brands in Traditional Toys and Games in Singapore?
- How are products distributed in Traditional Toys and Games in Singapore?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Kidults and collectibles are major trends driving traditional toys and games
Dolls and accessories drives growth of traditional toys and games in 2024
Local communities and competitions help support construction sales
Pop Mart and others expand collectibles ranges to boost growth
Brands pursue sustainable packaging amid environmental concerns
Dolls and accessories to continue to drive growth of traditional toys and games
Kidult trend and collectibles to influence design and marketing strategies
Growing digitalisation to support online content and sales
Lego and Pop Mart gain ground in increasingly concentrated competitive landscape
Lego Botanicals Collection continues to expand to attract older consumers
Pop Mart uses series and secret boxes to maintain collector interest
Retail offline drives distribution of traditional toys and games
Retail e-commerce gains further share as alternative channel for traditional toys and games
Pop Mart Robo Shop uses vending to sell collectibles in Singapore
Toys and Games in Singapore - Industry Overview
Traditional toys and games keeps overall growth positive amid video games decline
Traditional toys and games gains ground, while video games declines in Singapore
Blind box trend driven by social media and collector psychology
BANDAI leverages kidult trend with community events and model creation
PlayStation5 Pro and Nintendo Switch 2 attempt to attract consumers through enhanced gaming
Video games to resume growth and lead overall toys and games
Sustainability and AI-enhanced games to shape demand for toys and games
Digitalisation to influence distribution strategies
Companies must develop toys with values important to Generation Alpha
Lego and Pop Mart brands gain ground in fragmented competitive landscape
Pop Mart uses series diversity and “FOMO” to drive purchases
Offline stores remain key for traditional toys and games, while online dominates video games
Pop Mart Robo Shop vending expands access to products to support growth
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?
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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