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Country Report

Malaysia Flag Toys and Games in Malaysia

| Pages: 48

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Toys and games sees a positive performance in 2012

Despite consumers being thriftier with their disposable incomes due to the continuous rise in the cost of living over the review period, toys and games continued to achieve growth in 2012. Within traditional toys and games, action figures and accessories, construction toys and dolls and accessories registered strong performances. The first two categories were boosted by the popularity of licensed characters, whilst the third continued to be girls’ favourite toys, with many new themes and ranges being launched. Nevertheless, video games still saw more notable growth in 2012, due to a series of successful launches, such as the long awaited online game Diablo III, the only video game console by the leading players, PS Vita, and the innovative video games software with figurines which come to life on screen, Skylanders: Giants.

The return of popular toys and games

Probably due to the pessimistic global economic situation, traditional toys manufacturers and video games developers were more conservative and cautious in venturing into new product developments. Instead of taking the risk of investing resources in innovating and building whole new brands and ranges, many major players invested in improving their successful toys and games which were already familiar amongst consumers. Some of the best-selling new versions of toys and games launched in Malaysia included the new high-technology generation of the 14 year-old Furby range, compatible with handheld electronic devices, and Diablo III, which was a sequel to the Diablo video game launched in 1996. Moreover, the Lego brand, established for more than half a century, registered remarkably strong growth in 2012. It launched new product ranges such as Lego Friends, which targets young girls, which is rare amongst other Lego ranges, and coupled with the opening of a Legoland theme park in Malaysia, spurred significant consumer interest.

International players lead toys and games

Traditional toys and games in Malaysia continued to be dominated by international players in 2012; the most successful were Hasbro, Mattel and Lego. As their sales volume are large, Hasbro and Mattel have set up wholly-owned subsidiaries in Malaysia to have better control over the ownership of their products imported into the country. Local manufacturers such as SPM maintained its dominance in games and puzzles while Dooodolls Design continued to be ranked second in plush toys right after Toys “R” Us Inc over the review period. However, the overall market shares of the two local players were still limited, as both were focused on strengthening their foothold in only one category. Furthermore, video games in Malaysia was led by international players such as Sony, Nintendo and Microsoft in 2012, which are capable of injecting resources into continuous product development, whilst domestic players are still in their infancy.

Store-based retailing leads the distribution of toys and games

Store-based retailing was the leading distribution channel for toys and games in Malaysia in 2012. Due to the success of chained hypermarkets in the country, leading retailers such as Tesco and Giant rapidly expanded their presence nationwide, and thus held high shares of distribution. The distribution share of leisure and personal goods specialist retailers continued to rise, as toy specialists such as Toys “R” Us opened more new outlets and renovated many old outlets to target more consumers and achieve higher sales. On the other hand, internet retailing was slowly gaining share, as increasingly information technology-savvy consumers were more confident in making purchases of toys and games online.

Optimistic outlook for toys and games

During the forecast period many generation Y consumers will become parents. As a generation of parents with a high level of education, they are expected to be more knowledgeable about the development of cognitive and motor skills during the earlier stages of children’s life. Thus, they will be more willing to spend on high-quality or premium educational toys, infant toys and pre-school toys for their children. Furthermore, video games and collectible toys such as action figures and accessories and dolls and accessories are anticipated to gain from the higher purchasing power of young adults in the country. With the developing trends mentioned, the growth of toys and games is less likely to be strongly impacted by the imposition of 6% goods and services tax (GST) starting from April 2015, which was proposed in the Malaysia Budget 2014.

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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

Toys and games sees a positive performance in 2012

The return of popular toys and games

International players lead toys and games

Store-based retailing leads the distribution of toys and games

Optimistic outlook for toys and games

KEY TRENDS AND DEVELOPMENTS

The mixed effects of changing demographics spur the average spend per child

Licensed toys gain a stronger foothold in toys and games

Unique seasonality trend in demand for toys and games in Malaysia

Rising penetration of social networks and mobile electronic devices creates opportunities for digital games

The development of free to play video games in Malaysia

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2007-2012
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2007-2012
  • Table 3 NBO Company Shares of Toys and Games: % Value 2008-2012
  • Table 4 NBO Brand Shares of Toys and Games: % Value 2009-2012
  • Table 5 Distribution of Toys and Games by Format: % Value 2007-2012
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2012-2017
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2012-2017

SOURCES

  • Summary 1 Research Sources

Toys and Games in Malaysia - Company Profiles

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Daisheng (M) Sdn Bhd: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

Dooodolls Design Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Dooodolls Design Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Dooodolls Design Sdn Bhd: Competitive Position 2012

GameBrains Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 GameBrains Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 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 7 Hasbro Toys (M) Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Hasbro Toys (M) Sdn Bhd: Competitive Position 2012

SPM Sdn Bhd in Toys and Games (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 SPM Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 SPM Sdn Bhd: Competitive Position 2012

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Toys Lifung (M) Sdn Bhd: Key Facts
  • Summary 12 Toys Lifung (M) Sdn Bhd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 13 Toys Lifung (M) Sdn Bhd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 14 Toys Lifung (M) Sdn Bhd: Competitive Position 2012

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 2007-2012
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2007-2012
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2007-2012
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2008-2012
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2009-2012
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2007-2012
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2012-2017
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2012-2017

Video Games in Malaysia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2007-2012
  • Table 17 Sales of Video Games by Category: % Value Growth 2007-2012
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2007-2012
  • Table 19 NBO Company Shares of Video Games: % Value 2008-2012
  • Table 20 LBN Brand Shares of Video Games: % Value 2009-2012
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2008-2012
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2009-2012
  • Table 23 NBO Company Shares of Video Games Software: % Value 2008-2012
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2009-2012
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2008-2012
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2009-2012
  • Table 27 Distribution of Video Games by Format: % Value 2007-2012
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2007-2012
  • Table 29 Distribution of Video Games Software by Format: % Value 2007-2012
  • Table 30 Forecast Sales of Video Games by Category: Value 2012-2017
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Baby (0-18 months)
      • Infant (19-36 Months)
      • Pre-School (3-4 Year Old)
      • Action Figures and Accessories
      • Arts and Crafts
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • 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
        • PC and Console Game Downloads
        • Online Games
        • Mobile Games

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 Licencing
  • 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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