COMPETITIVE LANDSCAPE
Top companies focus on core brands amid uncertain outlook for local birth rate
The competitive landscape of traditional toys and games in Taiwan remained highly concentrated in 2024, with the top five global companies accounting for 64% share of value sales, which was significantly higher than the Asia Pacific average of 28%. Concentration increased over the review period, with the top five global companies holding 55% value share in 2019, suggesting that smaller players need to differentiate through niche offerings.
Sustainability focus by PlanToys resonates with consumers
PlanToys is a brand to monitor, as its strong emphasis on sustainable toys, dedication to sustainable materials, and ecological responsibility have resonated with local consumers. Its well-designed wooden toys appeal to both children and adults, contributing to projections of increased brand share.
Sylvanian Families launches Taiwanese crossover toys in pop-up stores
Sylvanian Families recently introduced limited-edition Taiwanese-themed crossover toys in pop-up stores, which tends to create a sense of urgency among consumers due to limited availability. This sales strategy has garnered consumer interest in the brand’s appeal as collectibles, especially as it introduced significant local and cultural elements.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Traditional Toys and Games in Taiwan?
- How are products distributed in Traditional Toys and Games in Taiwan?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Taiwan?
- 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 Taiwan - Category analysis
KEY DATA FINDINGS
Kidults and collectibles support growth of traditional toys and games
Action figures and dolls and accessories boosted by kidult and collectibles trends
PlanToys embraces sustainable production and carbon neutrality initiative
Pop Mart's Labubu resonates with adults seeking stress relief
Chainsaw Man exhibition offers chance to purchase limited editions and rare toys
Construction set to continue leading sales of traditional toys and games
BANDAI’s lottery strategy engages fans and strengthens local ties
AI adoption and tech-integrated toys to help influence category development
Top companies focus on core brands amid uncertain outlook for local birth rate
Sustainability focus by PlanToys resonates with consumers
Sylvanian Families launches Taiwanese crossover toys in pop-up stores
Retail offline continues to drive distribution of traditional toys and games
Physical outlets look to compete with online platforms via promotions and in-store exclusives
Exhibitions, special events and collaborations help expand visibility and reach
Social media and local fundraising platforms can help drive sales
Toys and Games in Taiwan - Industry Overview
Video games, collectibles and kidults drive industry growth
Video games experiences fastest growth and remains largest category
Labubu drives kidult demand for collectibles with "ugly-cute" aesthetic
9SPlay achieves faster deployment through cloud integration and partnership
Chainsaw Man exhibition provides behind-the-scenes look at anime series
Video games to continue to drive sales of toys and games
Traditional toy companies look to Hasbro and Lego for growth strategies
Addressing the challenge of a falling birth rate and ageing population
Fragmented competitive landscape led by major video games companies
Local brand expands with focus on sustainable materials
Netmarble gains attention with anime-inspired gachapon success
Retail e-commerce continues to dominate overall distribution
Animation convention and toy collaborations help to generate sales
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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