Toys and Games in Malaysia

Malaysia’s toys and games industry continues to post positive growth

In 2017 Malaysia’s toys and games industry continued to post positive growth in value sales, driven by the positive performance of both traditional toys and games and video games. In traditional toys and games, categories with a strong portfolio of licensed properties, such as action figures and accessories, and dolls and accessories, performed well.

Counterfeits remain prevalent in Malaysia’s toys and games industry

In 2017 counterfeit products continued to be prevalent in both traditional toys and games and video games. Counterfeit products are often sold at price points much lower than genuine products, and are usually targeted at students and teenagers with low disposable income.

International brand owners remain dominant

In 2017 international brand owners continued to hold dominant value shares in both traditional toys and games and video games. In traditional toys and games, international brand owners Hasbro Toys (M) Sdn Bhd, LEGO Trading (M) Sdn Bhd, Mattel (Malaysia) Sdn Bhd, Toys “R” Us Inc and BANDAI NAMCO Group remained the leading players.

Physical stores remains leading distribution channels

In 2017 bricks and mortar stores remained most important for distribution of both traditional toys and games and video games in terms of retail value sales. In the traditional toys and games category, traditional toys and games stores is the leading distribution channel, benefiting from the presence of popular chained retailers such as Toys “R” Us.

Malaysia’s toys and games industry set to post positive growth over forecast period

Over the forecast period the toys and games industry in Malaysia is projected to post positive value growth, driven by the positive performance of both traditional toys and games and video games. The traditional toys and games category’s consistent growth can be attributed to new product launches and children’s gradual shift away from mobile devices such as tablets and smartphones.

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