COMPETITIVE LANDSCAPE
Increasing consolidation due to collectibles
The competitive landscape of traditional toys and games in Thailand became increasingly consolidated over the review period, with the top five global companies accounting for 42% share of value sales, up from 34% in 2019. This was higher than the Asia Pacific average of 28%.
Pop Mart uses blind boxes and social media to drive rapid success in Thailand
Pop Mart has quickly become very successful in Thailand by using a combination of marketing and a niche product. Its blind box art toy collectibles, with a focus on the Labubu series due to its global recognition and celebrity endorsements, including that of K-pop BLACKPINK singer Lisa, have become extremely popular across a wide demographic.
Online game to expand into physical toys with Dress To Impress in 2025
A range of dolls inspired by Dress To Impress, a fashion-themed online game from Roblox, is set to launch in April 2025 in collaboration with global toy and brand management company, PhatMojo. The initial launch will feature Mystery Models Blind Boxes, thereby leveraging the collectibles trend that was extremely popular in Thailand at the end of the review period.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Traditional Toys and Games in Thailand?
- How are products distributed in Traditional Toys and Games in Thailand?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Thailand?
- 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 Thailand - Category analysis
KEY DATA FINDINGS
Kidults and collectibles help drive dynamic performance
Dolls and construction are strong demands drivers of traditional toys and games
Kidult trend boosts sales of traditional toys and games
Labubu craze trend drives art toy sales, reshaping traditional toys and games
Dolls and accessories to display fastest growth in traditional toys and games
Kidults trend to further expand category reach in a market with falling birth rates
Tech integration and online sales to become increasingly important
Increasing consolidation due to collectibles
Pop Mart uses blind boxes and social media to drive rapid success in Thailand
Online game to expand into physical toys with Dress To Impress in 2025
Despite strength of toy specialists, online platforms and art toy boutiques are alternative channels
Pop Mart vending machines set to drive impulse purchases of art toys
Retail e-commerce platforms help expand reach of smaller toy brands, while social media drives consumer engagement
Toys and Games in Thailand - Industry Overview
Kidult trend and digital video content support positive performance
Traditional toys and games drives gains in toys and games during the year
Pop Mart capitalises on kidult trend with store expansion
Blind collectibles drive repeat purchases and demand for limited editions
Digital gaming diverts consumer spending away from traditional toys and games
Video games to lead toys and games over forecast period with fastest growth
Cloud gaming and increasing preference for digital software to expand audience
Digital platforms to support dominance of e-commerce
Fragmented landscape sees Pop Mart challenge traditional brands with art toys
Pop Mart targets kidults through community and exclusive marketing
E-commerce dominates due to strength in video games, but physical stores are still favoured for traditional toys and games
Pop Mart disrupts established retail models with omnichannel strategy to drive local 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?
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- 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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