Traditional toys and games continued to see a strong recovery in 2022 after the heavy losses seen in 2020 as a result of the pandemic. Consumer confidence seems to be returning which encouraged more people to purchase branded toys, while they also had the freedom to go back to shopping in store when looking for toys and games.
Local products are on the rise as many international manufacturers of traditional toys and games are looking to manufacture their products in Indonesia. This is because of the tightening of Indonesia National Standard (SNI) rules, whereby every product must be properly inspected and given the SNI label before entering Indonesia.
Mattel continued to hold a clear lead in traditional toys and games with it gaining share in 2022. This was in part thanks to the dynamic growth seen in baby and infant, pre-school, and model vehicles all of which have seen a strong recovery from the decline seen during 2020 as a result of COVID-19 and which are categories in which Mattel has a strong presence.
2022 sees a continuation of pandemic trend as consumers continued to shift to e-commerce to purchase traditional toys and games. Despite people being able to go to stores again, many people are now going to stores just to check the product and then wait for the best deal through e-commerce.
Over the forecast period, Indonesia is expected to be one of the most dynamic markets in terms of the growth of traditional toys and games in the Asia-Pacific region and the third fastest growing market in terms of video games. The expected rapid growth of Indonesia’s economy coupled with the increasing number of middle-income households should help to drive more spending on both traditional toys and games and video games.
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Understand the latest market trends and future growth opportunities for the Toys and Games industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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