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Country Report

Malaysia Flag Toys and Games in Malaysia

| Pages: 41

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Slower growth in toys and games during 2013

Slower positive growth in toys and games was seen during 2013 as various external factors were impacting the sales performance. Malaysia posted slower GDP growth of merely 5% as compared with the historical period. Slower economic growth was reflecting lower consumer confidence in Malaysia. In addition, slower growth in construction toys slowed the overall growth of traditional toys and games. This is mainly because construction toys are approaching a mature market size in value terms so strong growth is impossible. Furthermore, the conversion of many free-to-play mobile games also indicated that less consumers are purchasing mobile games.

Increasing number of licensed toys in Malaysia

Licensed toys are picking up again in Malaysia with a stronger penetration rate found across many categories in toys and games. While the share of licensed toys is already high in categories like action figures, dressing-up and role play, many other categories in toys and games, such as arts and crafts, video games software and games and puzzles, now have more licensed toys. For example, the launch of the Disney Princess Play-Doh series, MEGA Bloks Barbie series, Saidina Upin & Ipin and The LEGO Movie video games are all indicating that demand for licensed toys is increasing due to the high level of awareness created by multiple marketing campaigns from different channels.

International players dominate toys and games

International players, such as Mattel, Hasbro, LEGO, Sony, Nintendo and Electronic Arts, continued to lead toys and games in 2013. These brands continued to show a strong sales performance in Malaysia due to their strong brand names established with aggressive marketing campaigns conducted both internationally and domestically. The sales performance contributed by domestic players remained small, with only a few players like SPM and Dooodolls maintaining their competitiveness in toys and games. These local companies continued to launch new and innovative products in order to remain competitive.

Store-based retailing remains the major distribution channel of toys and games

Store-based retailing channel remained the leading distribution channel of toys and games in 2013. The expansion strategy pursued by traditional toys and games stores like Toys “R” Us continued to boost the distribution share of the store-based retailing channel. Besides, the opening of Hamleys toy store during 2013 marked another milestone for store-based retailing outlets in Malaysia. Internet retailing is still at an infancy stage, with only limited players offering toys online. For example, Toys “R” Us offers its products through the online shopping website Rakuten Malaysia.

Optimistic outlook for toys and games over the forecast period

Over the forecast period, toys and games will enjoy positive growth as a result of younger generation parents with higher literacy rates becoming more sophisticated in their selection of toys for their children. Younger generation parents are looking for toys incorporating more electronic features which help to develop interactive and cognitive skills. A boost in more licensed toys will also stimulate sales growth as licensed toys are more expensive than non-licensed toys. Furthermore, the launch of new consoles like Sony PlayStation 4 in 2013 is expected to boost sales growth for video games over next few years followed by the release of new video games software for the new consoles.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Malaysia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in Malaysia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in Malaysia?
  • What are the major companies Malaysia?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Table of Contents

Toys and Games in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Slower growth in toys and games during 2013

Increasing number of licensed toys in Malaysia

International players dominate toys and games

Store-based retailing remains the major distribution channel of toys and games

Optimistic outlook for toys and games over the forecast period

KEY TRENDS AND DEVELOPMENTS

Socioeconomic factors affect sales of toys and games

Seasonal gifting develops further and strengthens demand

Licensed toys gaining popularity

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2008-2013
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2008-2013
  • Table 3 NBO Company Shares of Toys and Games: % Value 2009-2013
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2010-2013
  • Table 5 Distribution of Toys and Games by Format: % Value 2008-2013
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2013-2018
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Toys and Games in Malaysia - Company Profiles

Dooodolls Design Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Dooodolls Design Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Dooodolls Design Sdn Bhd: Competitive Position 2013

GameOn.com Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 GameOn.com Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Hasbro Toys (M) Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Hasbro Toys (M) Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Hasbro Toys (M) Sdn Bhd: Competitive Position 2013

SPM Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 SPM Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 SPM Sdn Bhd: Competitive Position 2013

Toys 'R' Us (M) Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Toys 'R' Us (M) Sdn Bhd: Key Facts
  • Summary 10 Toys 'R' Us (M) Sdn Bhd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 11 Toys 'R' Us (M) Sdn Bhd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 12 Toys 'R' Us (M) Sdn Bhd: Competitive Position 2013

Traditional Toys and Games in Malaysia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2008-2013
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2008-2013
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2008-2013
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2009-2013
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2010-2013
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2008-2013
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2013-2018
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018

Video Games in Malaysia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2008-2013
  • Table 17 Sales of Video Games by Category: % Value Growth 2008-2013
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2008-2013
  • Table 19 NBO Company Shares of Video Games: % Value 2009-2013
  • Table 20 LBN Brand Shares of Video Games: % Value 2010-2013
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2009-2013
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2010-2013
  • Table 23 NBO Company Shares of Video Games Software: % Value 2009-2013
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2010-2013
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2009-2013
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2010-2013
  • Table 27 Distribution of Video Games by Format: % Value 2008-2013
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2008-2013
  • Table 29 Distribution of Video Games Software by Format: % Value 2008-2013
  • Table 30 Forecast Sales of Video Games by Category: Value 2013-2018
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Action Figures and Accessories
      • Arts and Crafts
      • Baby (0-18 months)
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Infant (19-36 Months)
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • Pre-School (3-4 Year Old)
      • Radio/Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational Toys
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-Held Video Game Consoles
        • Static Video Game Consoles
        • Video Games Hardware Accessories
      • Video Games Software
        • Games for Hand-Held Video Game Consoles
        • Games for PCs/MACs
        • Games for Static Video Game Consoles
      • Digital Gaming
        • Mobile Games
        • Online Games
        • PC and Console Game Downloads

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Demographic
  • Analysis by Price
  • Analysis by Type
  • Analysis by Licensing
  • Video Gaming Population
  • % of Video Gaming Population

Market size details:

  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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