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Toys and Games in Indonesia
May 2022
Toys and games in 2021: The big picture
Overall, toys and games enjoyed another robust performance in Indonesia in 2021, largely due to the impressive value growth posted by mobile games, the largest contributor to toys and games value sales. Due to the emergence of the Delta COVID-19 variant, many people continued to work from home and engaged in home-schooling in 2021.
2021 key trends
Licensed products remained the key driver of the performance of toys and games in Indonesia. Toys and games created on the back of popular movies or TV shows generally capture consumer attention in most product areas within toys and games.
Competitive landscape
In 2021, the three international players, Mattel, Hasbro and LEGO, retained the leading positions in traditional toys and games in Indonesian. Both Mattel and Hasbro are present in various categories across traditional toys and games, and suffered from declining value sales during the pandemic.
Retailing developments
Traditional toys and games stores contributed almost half of traditional toys and games value sales in 2021. During the pandemic, 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’s economic recovery was delayed during 2021 due to renewed restrictions as the Delta COVID-19 variant spread, however, growth is anticipated to rebound in 2022 and 2023. As such, consumer confidence is expected to rise, helping to support continued growth in toys and games during the forecast period.
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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
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Traditional toys and games bounce back as consumer confidence rises
Construction toys remain widely popular due to their ability to enhance children’s creativity and brain development
Mattel and Hasbro retain lead but continue to lose share
PROSPECTS AND OPPORTUNITIES
Traditional toys and games expected to see a fuller recovery from 2022 as the economy reopens and social conditions return to normal
Threat from expansion of mobile games
Traditional toys and games stores remains the largest channel, while e-commerce expands strongly
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Indonesia
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers turn to mobile games during home seclusion
Cheaper mobile devices expand consumer base for mobile games
Nintendo pulls further ahead in hardware, while Garena benefits from strength in mobile games
PROSPECTS AND OPPORTUNITIES
Continued strong growth expected
Deepening penetration of smartphones to support mobile games expansion
New consoles support ongoing strong growth in video hardware
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
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
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
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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