COMPETITIVE LANDSCAPE
Low concentration as LEGO Group retains lead while competitors make gains
The competitive landscape of traditional toys and games in South Korea is characterised by a lower level of concentration, with the top five global companies representing 26% share of value sales in 2024, compared to the Asia Pacific average of 28%. Concentration decreased from 2019, when the top five global companies accounted for 29% value share.
Local company Young Toys gains ground by utilising intellectual properties
Gaining a number of positions to rank third overall in 2024, Young Toys, the local representative for a number of global players, maintained its leading position in action figures and accessories (in national brand owner terms). The company was supported by popular intellectual properties such as Tobot (Mirae N Co Ltd) and Beyblade (Tomy Co Ltd).
Aurora World acquires Mary Meyer to expand product range
Aurora World has acquired US premium infant-focused brand Mary Meyer in 2024 to expand its presence in traditional toys and games. This acquisition is anticipated to expand product diversity and bolster competitiveness in the global market.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in South Korea 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 South Korea, 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 South Korea 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 South Korea?
- Which are the leading brands in Traditional Toys and Games in South Korea?
- How are products distributed in Traditional Toys and Games in South Korea?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in South Korea?
- 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 South Korea - Category analysis
KEY DATA FINDINGS
Despite overall decline, dolls and accessories benefits from kidults and collectibles trends
Dolls and accessories experiences double-digit growth, driven by Catch Teenieping
Pop Mart partnerships drive growth in collectibles
Catch Teenieping IP drives growth across children's products through partnerships
Construction to drive overall sales, while companies will look to diversify with AI and tech innovations
Major focus on kidults amid ageing population and low birth rates
Retail e-commerce to attract cost-conscious consumers while gacha model may be hindered by potential regulations and concerns
Low concentration as LEGO Group retains lead while competitors make gains
Local company Young Toys gains ground by utilising intellectual properties
Aurora World acquires Mary Meyer to expand product range
Retail e-commerce leads distribution, while hypermarkets loses ground
Experiential retail drives flagship and pop-up store expansion
Toys and Games in South Korea - Industry Overview
Collectibles, kidults and digital content help drive positive performance
Largest category of video games registers most dynamic performance overall
Gachapon trend expands, influencing marketing beyond toys and games
Bigglz uses AI to enhance toy customisation and engagement
DAY6's DENIMALZ merchandise leverages customisation to engage fans
Video games to continue driving growth of toys and games
AI to drive development in toys and games
Gacha marketing to gain further traction, but this will be more of a challenge for video games
Change to chat feature for Among Us alienates Generation Alpha
Leader Nexon uses AI marketing, while Catch Teenieping gains notable share in dolls and accessories
Pikmin game resonates with millennials and Generation Z for providing enjoyment
Neptune diversifies via independent studio investment; Aurora World acquires Mary Meyer
Retail e-commerce expansion driven by changing industry and pre-order systems
Gacha retail model helps to boost toys and games, while expanding across consumer goods
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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