COMPETITIVE LANDSCAPE
Mattel extends its lead as its brands are popular for gifting
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.
Aphmau and Keeppley drive greater fragmentation with niche branding
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.
Lego and Pokémon join forces to expand their market reach
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.
Labubu from Pop Mart leverages endorsements and scarcity, boosting its sales
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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Overview:
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.
If you're in the Traditional Toys and Games industry in Philippines, 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 Philippines 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 Philippines?
- Which are the leading brands in Traditional Toys and Games in Philippines?
- How are products distributed in Traditional Toys and Games in Philippines?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Philippines?
- 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 the Philippines - Category analysis
KEY DATA FINDINGS
Rising incomes, nostalgia, and collectibles contribute to growth
Rising incomes propel value sales of traditional toys and games
Rising interest in creative play drives growth for construction
Kidults drive demand for nostalgic and culturally relevant products
Hirono and Pop Mart collaborations drive growth for collectibles
Dolls and accessories set to continue to lead traditional toys and games
Kidult consumer group set to grow due to nostalgia, licensing, and investment potential
Partnerships, and focusing on core brands likely to be key growth drivers
A shift to more eco-friendly options expected moving forward
Attempts to counteract the impact of seasonality in plush toys
Mattel extends its lead as its brands are popular for gifting
Aphmau and Keeppley drive greater fragmentation with niche branding
Lego and Pokémon join forces to expand their market reach
Labubu from Pop Mart leverages endorsements and scarcity, boosting its sales
Traditional toys and games stores maintains its dominance as toy shopping is recreational
Shopee and Lazada are increasingly popular for purchases of toys due to convenience and digital payments
Growth in sales via retail e-commerce expected as consumers and companies adapt online
Toys and Games in the Philippines - Industry Overview
Growth rates increase as disposable incomes rise
Video games drives growth in 2024, thanks to the continued rise in popularity of mobile games
Growth also seen for traditional toys and games along with the rise of collectibles
Core brands move towards sustainability, with Barbie using ocean plastic and Lego sugarcane
Rising incomes to fuel growth in toys and games
Cloud gaming and subscriptions set to drive growth in video games
Collectibles anticipated to maintain a rising trend in traditional toys and games
Kidult trend set to fuel demand for toys and games, and companies will adapt
Strategic partnerships set to remain important
Fragmented landscape sees Mattel maintain its lead with Barbie
Roblox sees another year of share growth as it appeals to younger consumers
Aphmau MeeMeows plushes gain popularity with fans and collectors
Lego set to expand franchises with Pokémon, and potential for others to follow
Retail e-commerce dominates due to its strength in video games software
Lazada and Shopee set to drive sales of toys and games via retail e-commerce
Offline stores continue to account for a notable share of 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
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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