Toys and Games in Malaysia

COVID-19 impact on toys and games

COVID-19 is likely to have little overall impact on the forecast value growth rate for toys and games in Malaysia in 2020, with just a marginally slower increase expected. Indeed, the forecast for video games has not changed at all, whilst traditional toys and games is only expected to see a marginally slower rate of increase than originally forecast.

COVID-19 country impact

Malaysian borders were closed to foreigners on 17 March 2020. The Malaysia Movement Control Order (MCO) started on 18 March, and included measures such as limited operating hours for grocery retailers between 08.

Video games sees the most dynamic increase due to increasing digitalisation

Toys and games saw a third year of double-digit current value growth in 2019, mainly due to rising disposable incomes. Although traditional toys and games continued to see a reasonable increase, video games saw a much stronger growth rate, particularly digital video games software, due to the growing digitalisation of play.

International brand owners dominate across the board

International brand owners continued to hold the dominant value shares within both traditional toys and games and video games in 2019. Due to the high sales of video games, it was the leaders in this category that led overall toys and games.

Better growth for video games as digitalisation continues

COVID-19 is not expected to have a significant impact on demand for toys and games, and certainly not beyond 2020. The forecast period is expected to see slightly higher growth than the review period, with video games expected to maintain higher growth than traditional toys and games as more consumers, both children and adults, move towards the digital world.

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