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 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.
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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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.
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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