Executive Summary

Jun 2019
Video games benefit from younger uptake and connected consumer base

Video games sales in Hong Kong continue to be supported by huge demand for online and mobile games. In Hong Kong, consumers have access to fast internet connections and large bandwidth, with this helping to support video games sales.

Increasing focus on educational and innovative toys

The STREAM (Science, Technology, Robot, Engineering, Art, Mathematics) trend continues to grow in Hong Kong, with an increasing number of consumers looking for toys that are both fun and educational and that help to develop their children’s skills. In a bid to increase interaction and engagement with consumers, manufacturers of traditional toys and games are looking for different ways to incorporate new technologies, such as AR/VR and robotics.

Trend towards fragmentation continues as demand becomes more individualised

Prices remain relatively stable within traditional toys due to the impact of Hong Kong’s low birth rate and a further drop in the price of video games hardware such as static consoles and AR/VR headsets, with this a result of high levels of competition. Although international manufacturers such as LEGO remain strongly positioned within traditional toys and games due to the popularity of their major brands, a large share of sales is accounted for by regional and local toymakers.

Internet retailing sales continue to be boosted by video games sales

Store based/retailers such as Toys “R” Us remain the most popular distribution channel for traditional toys and games in Hong Kong. Most parents still like to physically see and test products before purchasing, often together as a family.

Shift towards video games to continue as children go online

As a larger proportion of children turn to electronic devices such as mobile phones and tablets, traditional toys and games faces a huge substitution threat. Consequently, the growth of traditional toys and games will be suppressed by the popularity of video games and a low birth rate.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Hong Kong, China 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 Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in Hong Kong, China 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 Hong Kong, China?
  • What are the major companies Hong Kong, China?
  • 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.

Toys and Games in Hong Kong, China

EXECUTIVE SUMMARY

Video games benefit from younger uptake and connected consumer base
Increasing focus on educational and innovative toys
Trend towards fragmentation continues as demand becomes more individualised
Internet retailing sales continue to be boosted by video games sales
Shift towards video games to continue as children go online

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in Hong Kong, China

HEADLINES

PROSPECTS

Increasing focus on attracting tech-savvy consumers
Media and movie support key to boosting demand
Original and licenced toys remain in high demand

COMPETITIVE LANDSCAPE

Hasbro continues to lead while Mattel suffered from lack of launches
Growing focus on educational ranges benefits LEGO and attracts VTech
Toys “R” Us responds to falling global margins

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in Hong Kong, China

HEADLINES

PROSPECTS

New innovative offerings and e-sports support growth
Booming demand for digital and in-game purchases
Hardware producers focus on offering value to attract consumers

COMPETITIVE LANDSCAPE

Nintendo secures leading position due to success of Nintendo Switch
Sony falls to second position due to Nintendo launch
Smaller scale independent developers continue to gain sales share

CATEGORY DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023