Toys and Games in Indonesia

COVID-19 impact on toys and games

Overall, toys and games enjoyed another robust performance in the Indonesian market in 2020, largely due to the impressive value growth posted by mobile games, the largest contributor to toys and games value sales. As a result of the COVID-19 pandemic, many people worked at home and engaged in home-schooling in 2020.

COVID-19 country impact

Due to the emergence of COVID-19 in China, Indonesia banned all flights from and to mainland China starting from 5 February. It was subsequently confirmed that the COVID-19 crisis had spread to Indonesia on 2 March 2020, when two locals tested positive for the virus, having been infected by a Japanese national.

Company response

In 2020, the three international players, Mattel, Hasbro and LEGO, retained the leading positions in traditional toys and games in the Indonesian market. Both Mattel and Hasbro are present in various categories across traditional toys and games, and suffered from declining value sales in 2020 largely due to the COVID-19 pandemic.

Retailing shift

Traditional toys and games stores contributed almost half of traditional toys and games value sales in 2020. During the pandemic in 2020, chained traditional toys and games stores, such as Kidz Station and Toys Kingdom, halted their outlet expansion, and focused on increasing sales at their existing outlets.

What next for toys and games?

Indonesia commenced its COVID-19 vaccination programme early in 2021 and, as the immediate threat from COVID-19 diminishes, toys and games is expected to see improved year-on-year growth. While measures introduced to contain COVID-19 are likely to have an enduring negative economic impact, consumers’ purchasing power is set to improve during the forecast period, prompting them to purchase more toys and games products.

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