2025 Developments
Toys and games in Indonesia demonstrated robust growth in 2025, reaching IDR40,270 billion in retail value sales and recording a 9% increase, significantly outpacing broader regional trends. This dynamic is underpinned by the rapid adoption of digital channels and the dominance of video games, which contributed significantly to overall sales, signalling a sustained consumer appetite for mobile-first, localised and digitally monetised experiences. The market is highly attractive, driven by a young, expanding population, rising consumer expenditure and strong real GDP growth, which together support ongoing expansion in both digital and premium physical play. To succeed, brands should prioritise frictionless access via local payment systems, leverage creator-led commerce and invest in community engagement and experiential retail, while developing innovative collectable and educational offerings that appeal to both adult collectors and value-conscious parents.
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Overview:
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Indonesia?
- Which are the leading brands in Toys and Games in Indonesia?
- How are products distributed in Toys and Games in Indonesia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Indonesia?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Indonesia
2025 Developments
Key Data Insights
Mobile Legends and Roblox Monetise Mass Audiences with Local Payment Options
Pop Mart and Bandai Fuel Adult Demand for Display Collectables
Lego and Playgro Command Premium with Education and Safety Credentials
Pop Mart and Tiktok Shop to Expand Reach with Collectables and Digital Commerce
Gen Z and Adult Collectors to Drive Premium Growth
E-Wallet Adoption and Creator Commerce to Redefine Purchasing and Engagement
Shanghai Montoon Technology Maintains Lead through Mobile Gaming
Social Discovery Drives Retail E-Commerce's Distribution Dominance
Social Commerce and Content-Native Product Formats Redefine Collecting
Live-Service Design and Hardware Launches Expand Digital Product Depth
Stem Integration and Certification-Led Design Underpin Premium Positioning
Traditional Toys and Games in Indonesia
Key Data Insights
Traditional Toys and Games Summary
Kidults Drive Demand for Nostalgic, Limited Collectables
Pop Mart’S Vending Machines Fuel Impulse and Convenience-Driven Buying
Brands Use Local Heritage to Deepen Emotional Ties
Economic Factors Set to Support Category Growth
Kidult Spending and Local Characters to Reshape Purchasing Habits
Eco-Friendly Materials and Transparency to Drive Consumer Loyalty
Pop Mart and Mattel Sustain Growth as Distribution and Kidult Trends Intensify
Blooming Years’ Move Reshapes Industry
Traditional Toys and Games Stores Maintain Lead
Online Platforms Capture Demand with Convenience and Product Diversity
Lifestyle Retailers and Omnichannel Strategies Fuel Channel Innovation
Original Character Development and Newstalgia Reimagining Drive Product Diversification
Tnt's Character Portfolio and Monopoly: Bali Edition Demonstrate Localised Innovation
Sustainability Credentials and Ip Ownership Build Long-Term Brand Equity and Pricing Power
Video Games in Indonesia
Key Data Insights
Video Games Summary
Roblox Leverages Local Payments to Boost In-App Spending
Nintendo Switch 2 and Playstation 5 Fuel Enthusiast Spending
Mobile Legends and Mpl Drive Community Loyalty and Monetisation
Mobile Legends and Free Fire to Deepen Loyalty through Local Content
Kidults to Embrace Hybrid Console Access and Subscriptions for Premium Play
E-Wallet Integration and Deep Localisation to Unlock New Spending Power
Mobile Legends and Roblox Deepen Loyalty through Localised Content
Esports and Localisation Power Moonton’S Performance
E-Wallets and Top-Up Platforms Expand Digital Spending Power
Rental Hybrids and Payment Ecosystems Reshape Premium Gaming Access
Virtual Economies and Embedded Payment Rails Redefine Product Design
Premium Hardware Design and Flexible Access Models Attract a New Enthusiast Base
Localised Content Features and In-Game Event Architecture Drive Sustained Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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