2025 Developments
Toys and games in Malaysia achieved robust growth in 2025, with a value increase of 8%, outpacing most regional counterparts due to the strength of video games, which generated a large majority of total value. The environment remains highly attractive, fuelled by increasing real disposable income and moderate inflation at 1%, which collectively sustain rising discretionary expenditure. Success increasingly hinges on embracing digital and mobile-led revenue models for video games, capitalising on live-service platforms and seamless e-wallet payments, while simultaneously adapting to the shift in traditional toys and games toward premium, collector-driven lines targeting adults. To remain competitive, brands must invest in localised content, prioritise payment convenience, leverage omnichannel retail, and develop experiential concepts that harness festive gifting occasions and the growing influence of adult collectors.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
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:
- Traditional Toys and Games
- Video Games
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.
The Toys and Games in Malaysia 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 Malaysia?
- Which are the leading brands in Toys and Games in Malaysia?
- How are products distributed in Toys and Games in Malaysia?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Malaysia?
- 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 Malaysia
2025 Developments
Key Data Insights
Digital Play Powers Malaysia’S Toys and Games Market
Collector Culture Fuels Value Growth in Malaysia’S Traditional Toys and Games
Video Games Remain the Key Growth Engine in Malaysia’S Toys and Games
Mobile-First Games and Festive Retail Models Transform Business Strategy
Video Games Lead Malaysia’S Toys and Games Market
Pop Mart Reshapes Traditional Toys and Games through Collectibles
E-Commerce Leads While Physical Retail Remains Relevant
Traditional Toys and Games in Malaysia
Key Data Insights
Traditional Toys and Games Summary
Pop Mart and Miniso Accelerate Value Growth as Collectible Culture Expands
Dolls and Accessories Lead with Collector Appeal and Retail Innovation
Lego Redefines Adult Engagement with Experiential Campaigns and Design Launches
Adult Collectors Boost Demand for Anime-Inspired Toys
Collectibles and Ip Grow Malaysia's Toy Market to 2030
Cultural Trends and Cost Pressures Reshape Malaysia's Traditional Toys Outlook
Pop Mart and Mattel Capture Share and Reinforce Engagement
Traditional Toys and Games Stores Maintain Leadership
Other Non-Grocery Retailers Gain Momentum through Collectibles
Shopee and Lazada Face Slower Gains as Shoppers Return Offline
Character-Led Collaborations Broaden Product Appeal
Interactive Retail Concepts Support Product Discovery
Value-Focused Innovation Expands Market Accessibility
Video Games in Malaysia
Key Data Insights
Video Games Summary
Digital Monetisation Fuels Continued Expansion of Video Games
Software Remains the Key Growth Engine in Video Games
E-Wallets Accelerate Recurring Revenue in Video Games
Mobile Game Publishers Prioritise Free-To-Play and E-Wallets to Widen Reach
Seamless Payments Drive Gaming’S Digital Shift
Bytedance Drives Growing Concentration in Malaysia’S Video Games Market
Nintendo Edges Forward, but Mobile Drives Malaysian Gains
Digital Channels Maintain Strong Lead in Video Games
In-Game Wallets Fuel Digital Channel Momentum
Country Reports Disclaimer
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
- Gaming Headsets
-
-
- Computer Games (Physical)
- Console Games (Physical)
-
- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
- Console Games (Physical)
- Console Games (Digital)
-
- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
-
- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
-
- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
-
-
-
Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!