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Toys and Games in
Indonesia

Country Report

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Executive Summary

Jun 2019
Large young population and avid gaming community spell great potential

Indonesia is a potentially lucrative country for toys and games manufacturers and retailers, as it has a large young population and an increasingly avid gaming community. The popularity of the annual Jakarta Toys and Comics Fair and Indonesia’s E-sports Presidential Cup events continues to increase.

Indonesia commits to developing a creative economy through the gaming industry

The Indonesian government continues to pursue developing the video games category through a creative economy. In 2017, the government-established Creative Economy Institution created a three-day game conference and exhibition called BEKRAF Game Prime, which attracted more than 13,000 participants in that year and more than 16,000 attendees in 2018.

Mattel and Hasbro benefit from effective licensing, while Switch boosts Nintendo

Hasbro is the leading player in several categories of traditional toys and games, and is present in every modern toy store. It succeeds through product diversification and has many brands in many categories.

Modern toy stores drive in-store sales, but video games software drives the market

Traditional toy and games stores remained the favourite in-store places for Indonesians to shop for toys in 2018, with modern toy stores driving sales in shopping centres, whilst internet retailing accounted for the majority of sales due to demand for video games software. People like to visit toy stores with the family on weekends and in-store sales flourish there during the Ramadan month and Christmas, the peak seasons for sales of toys and games overall.

Toys and games set to see solid growth, driven by mobile games

Mobile games is expected to post a double-digit current value CAGR over the forecast period. MOBA games such as Mobile Legends: Bang Bang, PlayerUnknown’s Battlegrounds and Arena of Valor are increasingly popular, as is participation in e-sports events.

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Toys and Games in Indonesia

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Overview

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

The Toys and Games in Indonesia 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 Indonesia?
  • What are the major companies Indonesia?
  • 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 Indonesia

EXECUTIVE SUMMARY

Large young population and avid gaming community spell great potential
Indonesia commits to developing a creative economy through the gaming industry
Mattel and Hasbro benefit from effective licensing, while Switch boosts Nintendo
Modern toy stores drive in-store sales, but video games software drives the market
Toys and games set to see solid growth, driven by mobile games

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 Indonesia

HEADLINES

PROSPECTS

Boys, pre-teens and collectors among key consumer groups
Consumers prefer shopping in stores but internet retailing gains traction
Board game publishers and communities enjoy significant growth

COMPETITIVE LANDSCAPE

Mattel and Hasbro continue to lead but LEGO gains share
Modern toy stores leads distribution
Local producers successfully focus on non-electronic toys

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 Indonesia

HEADLINES

PROSPECTS

Hand-held consoles continue to decline, making way for a hybrid
VR embarks on growth path in Indonesia
MOBA games pose challenge for console and computer games

COMPETITIVE LANDSCAPE

Hybrid console Switch encroaching on PlayStation 4
Multiplayer online mobile games continue to trend in 2018
AR/VR headsets fragmented, as Indonesians prefer cheaper options

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