In 2024, the top five companies in traditional toys and games in the Philippines accounted for 36% of value sales, which was a slight reduction from 37% in 2019, but higher than the Asia Pacific average of 28%. Mattel Inc remained the leader, and the only company to hold a double-digit value share, and was followed by Hasbro Inc and LEGO Group.
The slight increase in fragmentation in traditional toys and games over the review period can be attributed to the emergence of new players, particularly in blind boxes, such as Aphmau and Keeppley, which have distinguished themselves through niche branding. Aphmau, capitalising on a female-led YouTube gaming channel, introduced the Mystery MeeMeows figures and plushies, targeting gaming and pop culture enthusiasts with an emphasis on licensed collectibles.
The joint venture between Lego and Pokémon, unveiled in March 2025, represents a notable convergence of two iconic brands within toys and games to create innovative play experiences. This strategic alliance is anticipated to stimulate expansion by capturing the interest of established Lego aficionados and dedicated Pokémon followers, leveraging values such as imagination and creativity.
Pop Mart’s Labubu was a key driver of growth in collectibles in 2024, leveraging celebrity endorsements, limited-edition scarcity, and cultural relevance to stand out. The toy’s success was driven by endorsements from Blackpink’s Lisa, and Filipino celebrities like Jinkee Pacquiao, showcasing Labubu as a luxury bag charm.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Philippines 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.
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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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