Malaysia saw the full lifting of COVID-19 related restrictions in 2022, with the reopening of the economy and international borders. Local consumers were no longer confined to their homes and were able to move freely.
A long list of movies premiered in Malaysia in late 2021/2022, following a hiatus in 2020 and for most of 2021, including Spider-Man: No Way Home (December 2021), Doctor Strange in the Multiverse of Madness (March 2022), The Batman (March 2022), Jurassic World: Dominion (June 2022), Minions: The Rise of Gru (June 2022), Black Panther 2 (July 2022), and Avatar The Way of Water (December 2022). The return of new movies spurred strong demand for IP products in categories such as action figures, dolls and accessories, and construction.
Hasbro continues to lead in traditional toys and games, supported by a strong presence in action figures, dolls and accessories and outdoor sports, games and puzzles, and arts and crafts. Mattel trails with its presence in dolls and accessories, model vehicles, baby and infant, pre-school, and construction.
Physical toy stores are likely to remain a key distribution channel for the toys and games industry in both the traditional toys and games and video games categories. Traditional toys and games stores represent a significant channel for parents and children.
There is a growing trend towards young parents opting for open-ended toys for their children, as these products are seen as providing endless play opportunities, as well as being made from highly durable, sustainable materials such as wood. As a result, they benefit from children not growing out of them as quickly as they do with other toys, which goes some way to countering the deterrent effect of their high price points.
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Understand the latest market trends and future growth opportunities for the Toys and Games industry in Malaysia 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:
If you're in the Toys and Games industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Toys and Games
This is the aggregation of traditional toys and games and video games.See All of Our Definitions
This report originates from Passport, our Toys and Games research and analysis database.
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